How L'Oreal used 'Zombie Boy' on the new path to purchase

Geoffrey Precourt

This report from the Brite Conference on Branding covers the address of Marc Speichert, CMO of L'Oréal USA, who discusses how digital media creates new, low-cost ways for brands to influence the path to purchase.

How L'Oréal used 'Zombie Boy' on the new path to purchase

Geoffrey PrecourtWarc

In an address he called, 'The Path to Purchase – Moving at the Speed of Digital', Marc Speichert, L'Oréal USA CMO, discussed "a purchasing funnel that is more multi-dimensional, with new media changing the way consumers consider, evaluate, buy, and advocate for your brand."

Speaking at the Brite Conference on Branding (presented by the Columbia University Business School's Center on Global Brand Leadership), he showed how new media means new ways to navigate the path to purchase – and the opportunity to get on people's...

WARC subscribers can sign in to keep reading

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