Corey Reardon entered the release liner industry in the mid-to-late 1980s after spending a couple years in a corporate strategic planning role. While working for a diversified manufacturing company, he embarked on what would become a lifelong career in the global packaging and pressure sensitive industry. 

After launching his career on the release liner side of the industry with what is now Loparex, Reardon transitioned into pressure sensitive materials as EMEA marketing director for Avery Dennison. Through these experiences, he developed his industry knowledge in senior marketing and business development roles across North America, Europe, and Asia. 

These experiences provided the foundation for the strategic, technical, and global insight he would later bring to develop and grow AWA Alexander Watson Associates into the world-leading market intelligence and advisory services platform it is today.

A vision for an independent industry market intelligence resource

Reardon wasn’t actively seeking to acquire a company, but an opportunity to take over AWA presented itself. Due to the retirement plans of founder and namesake Alexander Watson, Reardon saw a unique and strategic fit.

“AWA had a strong legacy, but I believed it could become much more than a small regional market research firm,” Reardon reflects. “It could become a global platform for market intelligence, strategic insight, and a meaningful industry information resource.”

From the beginning, Reardon set out to expand AWA’s value proposition to offering a global portfolio of studies, strategic advisory services, bespoke market intelligence and insights, due diligence support, and a global networking and information sharing platform through high-impact industry events. Doing this whilemaintaining the industry focus and subject matter expertise that sets AWA apart and positions the organization as a trusted and credible partner.

Growth through trust and values

From the beginning when Alexander Watson started the business, the focus has always been about building relationships and trust. This is a philosophy that continues with AWA today. 

“When I took over the business, a conscious decision was made to lead with our core values of integrity and respect for the individual.”

These values remain central to how AWA and its team behaves and operates today. Whether engaging with clients, partners, or its own team, AWA has developed a culture of transparency, accountability, and mutual respect.

An ongoing evolution

Under Reardon’s leadership, AWA has evolved into a trusted independent global partner. The organization supports clients with published studies, custom research, strategic advisory services, benchmarking, and business intelligence across the specialty paper, film, packaging, coating, and converting sector.

AWA’s growth has also been driven by strong partnerships with leading companies across the value chain, as well as collaborations with major industry associations that reflect a shared commitment to confidentiality, knowledge exchange, and industry success.

Leveraging its strategic focus, AWA has become a trusted partner in mergers and acquisitions across the industry. AWA’s market and commercial due diligence support is rooted in subject matter expertise and deep industry knowledge.

“We understand the nuances of the market, including the value chain, products and players – both technically and commercially,” notes Reardon. “That allows us to deliver real clarity and deep understanding during M&A processes and help clients make informed and accurate decisions, whether the client is a strategic buyer or seller, PE firm, or management consultant utilizing AWA for its subject matter expertise.”

“Our business is about people as much as it is about data,” explains Reardon. “We succeed when we build long-term relationships based on honesty, understanding, and shared objectives with clear expectations.”

Global events: Connecting the value chain

One of the many areas of business development under Reardon’s leadership has been the creation of a global events portfolio. From Europe to Asia and the Americas, AWAVirtual™ and AWA in-person events bring the industry together to explore key trends, technologies, and industry developments.

“These events aren’t just about presentations and highly curated programs, they’re creating a platform for information sharing, collaboration, networking, and providing actionable insight,” emphasizes Reardon. “They help fulfill our mission to inform, connect, and facilitate client company and industry success.”

AWA’s events are curated in collaboration with leading industry players and internal experts, based on AWA’s market intelligence and industry understanding, ensuring relevance, depth, and value for every stakeholder that participates.

Expanding expertise

In October 2025, AWA formally integrated Stirling Consulting—longtime experts in the specialty paper sector—into its operations. This move cemented a three-decade relationship and brought respected industry figure Bob Hamilton into a senior advisory role at AWA.

“Bob brings unmatched technical and market insight,” says Reardon. “His expertise and knowledge strengthen our ability to serve clients with depth, understanding, and continuity, especially in specialty paper markets.”

Expanding into smart labeling and packaging

AWA’s most recent strategic milestone was the acquisition of AIPIA (Active & Intelligent Packaging Industry Association). The globally recognized name represents an information and networking hub for smart and intelligent packaging and labeling solutions.

Founded to develop and accelerate collaboration and innovation in connected and intelligent packaging solutions, AIPIA brings together companies and technology providers across the value chain as a critical information resource and networking hub.

“Smart packaging and labeling is rapidly reshaping the industry,” says Reardon. “Through AIPIA, we’re strengthening our leadership in this space by informing, connecting, and creating real value for a growing client base.” This acquisition builds on AWA’s market intelligence and event platforms, and it ensures continued growth of flagship programs like the AIPIA & AWA Global Active and  Intelligent Packaging Congress.

Core values set foundation for future

As AWA expands in scope, reach, and technical depth, its commitment to its core values remains strong.

“Integrity and respect for the individual aren’t just guiding principles for us, they’re the foundation of how we do business,” says Reardon. “They shape every relationship, every project, every decision.”

This values-driven approach has helped AWA build long-term partnerships across the value chain and has created a culture that prioritizes transparency, collaboration, and sustainable growth. 

Looking ahead

Reardon sees the coming decade as one of staying the course, responsible and managed growth, digital transformation, and continued industry leadership. 

AWA has numerous plans for the future. It will expand digital, BI and AI-driven market intelligence platforms, while also deepening global M&A support with due diligence services and subject matter expertise.

AWA will also continue to expand its global events and industry forums. Plus, the organization will advance sustainability and circularity through actionable market intelligence and insights. In accordance with its most recent acquisition, AWA will expand smart packaging and labeling information and initiatives via AIPIA.

Expansion is paramount for AWA, too. Reardon sees AWA expanding in related and adjacent flexible packaging areas through leveraging partnerships and knowledge capital. AWA will also leverage strong partnerships across the value chain and through association relationships. Importantly, AWA will tackle these initiatives with integrity and respect for the individual.

“We want to stay ahead of what’s next while helping our clients do the same,” says Reardon. “It’s about being focused on where our growth is and doing it with integrity, and having the trust from the companies and associations that we support.”

Final Thoughts

From his early days in release liners and pressure sensitive materials to leading one the industry’s most reliable and trusted market intelligence and market insights providers, Reardon’s journey is one defined by vision, integrity, and collaboration.

Through strategic acquisitions, like Stirling Consulting and AIPIA, expanded support for M&A due diligence, strong global partnerships, and being grounded in core values of integrity and respect for the individual, AWA continues to deliver real value across the specialty paper, film, packaging, coating and converting sector.

“We strive not to just observe industry change, but we hope to help shape them,” concludes Reardon. “With insight, accuracy, and the relationships that matter most. We also need to make room and develop the next generation of leaders and succession, while harnessing the knowledge and legacy of what we have and encouraging and enabling what is yet to be created.”