How an Ogilvy strategist reimagined Pimm's

This event report demonstrates how new strategic thinking from an agency planner led to the development of a brand extension for Pimm's, the gin-based drink owned by Diageo.

How an Ogilvy strategist reimagined Pimm’s

Geoffrey PrecourtWarc

Passionate strategists think beyond the brand. They look for insight unrestricted by the constraints of a particular category. They seek to add a dimension that can reshape the fortunes of a product or service.

And in the case of Tara Austin – a senior brand planner at Ogilvy & Mather/London – a passionate strategist can also defy tradition and Mother Nature to redefine the future.

As she announced on a live video link from London to an audience of 300 delegates at the 4A's (American Association of Advertising Agencies) 2015 Strategy...

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