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Billy Melnyk Bacardi Experiential Marketing
		Education: Studied Film and English at Carleton University in Ottawa, Canada, then continued with Economics and International Marketing at Charles University in the most amazing city - Prague, Czech Republic Favorite Quote: “In a time of drastic change it is the learners who inherit the future. The learned usually find themselves equipped to live in a world that no longer exists” – Eric Hoffer. It’s all about learning…everyday. Relationship Status: Single. I’m living with my dog in the design district in Miami and trying to spend as much time with him as possible. I traveled too much this year so he’s more fond of my dog walker these days - - hopefully that will change.		Books Reading: ZAG by Marty Neumeier – I read it over and over again and just downloaded it on my iPad. I was asked recently to help to name two companies so it’s really acted as a bible for this type of task. I am also reading Four Seasons: The Story of a Business Philosophy by Isadore Sharp. I’m Canadian and have a strong affinity for the hotel business so this book is of double influence. I’ve now had 4 friends send me this book so I have extra copies for anyone that’s looking for a great read.  Lastly, I am reading Wikibrands by Sean Moffitt and Mike Dover – on page 21 – pretty good so far…

What have been your most favorite executions?
My experiential agency was hired to execute the opening night VIP parties for Cirque Du Soleil. When you’re working with the best in experiences, it pushes you to the next level. We were also contracted by Microsoft to execute the very first launch party for HALO – that was the coolest event that never happened (scheduled in September 2001, so was cancelled after the 11th day of that month)

This past summer with BACARDI, working with our experiential agency (Javelin) we continued the brand’s music executions with BACARDI B-LIVE and traveled the country with a life-sized Boom Box as the stage design. From ideation to execution, that has definitely become a favorite.

Toughest challenge to overcome in your career?
There was a time when, along with my business partner, we were running a nightclub, a marketing agency, and concurrently starting a digital entertainment company. A whirlwind, it proved most challenging to figure out where to apply our time, and we made many mistakes. I feel like we completed a few MBAs in about 6 months. I’m positive, however, that the toughest challenges lie in front of me.

How do you apply what you’ve learned to your current projects?
I was a bartender for years and worked in the hospitality industry, so I’ve applied this learning to everything we do at BACARDI – always ensuring the consumer receives excellent and engaging service and amazing cocktails. We can never forget how important this is.

Best describe your current company:
BACARDI – we’re not selling rum, we’re selling experiences. BACARDI was the foundation for the world’s best cocktails and combines so well with many juices and mixers, so our new campaign BACARDI TOGETHER fits perfectly.

Advice for those entering into the space from college?
Work, and then work some more. Oh, and then work some more. This new world is not welcoming to slackers. Truthfully, I really believe that it’s key in the early stages of your career to be well-rounded and in experiential that means working the road and understanding how everything works from the ground up. Then, in building out ideas later, one will understand what’s involved and the cost implications. We work with the experiential agency, Javelin, who really understands what everything costs as they’ve been on the ground level for so many of our events. When they sell us a concept, they’re certain of costs and execution capabilities.

How do you see this tough economic climate affecting experiential?
It’s very easy for brands to cut their experiential budgets, especially if experiential is a line item that can be cut. The key is to hold your consumer engagement through all your programs so it’s not something that you can afford to cut. It’s the new essential, just as TV was 20 years ago.

What’s next for you?
Always something new. The future is looking very bright.