Cathal Gillen

Cathal Gillen is the Co-Founder and Head of Strategy at Distinctive BAT, a distinctive brand asset research consultancy. His work focuses on research and strategy projects for brands such as Molson Coors, Lipton, Kellanova, SC Johnson, Kerrygold, and Kenvue. The agency's focus is on helping brands research, measure, and track their distinctive brand assets (DBAs), with a particular emphasis on packaging. Prior to this, he was the Global Marketing Effectiveness Manager for distiller William Grant & Sons. His research has been featured in outlets such as WARC, Adweek, Marketing Week, and Creative Bloq, and he is a frequent contributor on topics related to packaging effectiveness, brand health measurement, and distinctive brand assets.