Insights that bring brands A.L.I.V.E.: The challenge of generating and leveraging insights the Pernod Ricard way

This paper describes the thinking behind, the ambitions for and the challenges faced in developing an actionable and differentiated approach to generating and leveraging insights at Pernod Ricard, the alcoholic drinks company.

Insights that bring brands A.L.I.V.E.: The challenge of generating and leveraging insights the Pernod Ricard way

Nathalie de Rochechouart, Kim Gaspar, Florence Rainsard and Mark WhitingPernod Ricard and Added Value

Introduction

The paper describes the thinking behind, the ambitions for and the challenges faced in developing an actionable and differentiated approach to generating and leveraging insights at Pernod Ricard. The resulting five-step process, known as A.L.I.V.E., was framed and executed in the humanistic and entrepreneurial spirit of Pernod Ricard's way of building "passion brands" (living brands), where deeper connections with consumers and generating...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands