How an Ogilvy strategist reimagined Pimm’s

Geoffrey Precourt

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 Festival in New York, Austin "loves" Pimm's – Diageo's gin-based fruity beverage that, as she described it, is "the classically British, highly-seasonal alcoholic drink favored at weddings and Wimbledon."

But being "highly seasonal," she told her American audience, is a bit of a problem. Pimm's might well be most enjoyable when consumed on a warm summer's day in the UK. But there simply aren't many such occasions.