A-B’s New Business Chief: “Get the Consumer Something They Didn’t Know they Needed”

Dear Client: Recently we snagged a half-hour with Marina Hahn, New Business co-founder, at the A-B offices in New York. Recall that the New Business division incubates a handful of brands over there, so far including Cutwater Spirits, Swish Beverages, and HiBall non-alc sparkling energy drink.   WHO IS MARINA? Marina is a brand builder and product incubator. Her body of work conveys her appreciation for the importance of differentiated brands, however they're built. She started at Pepsi, where she