Why one investment firm is taking its brand portfolio ‘to the spa’ – Marketing Week

Since joining Blackstone from Droga5 last summer, Jonny Bauer has been on a mission to enhance the strategic muscle of brands across the private equity firm’s portfolio.


Moving from the ad agency world to a private equity firm might not seem the most obvious career move, but in his role as global head of brand strategy and transformation at Blackstone, Jonny Bauer is making sure brand building comes first.

Bauer heads up brand strategy for the firm’s portfolio of brands, focusing on marketing the brands Blackstone invests in, rather than its own marketing.

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