WARC Talks: Driving growth through new usage occasions

In this episode of the WARC Podcast, Lena Roland, Head of Content for WARC Strategy, is joined by Jennifer English – Bailey’s Global Brand Director – and the IPA’s Carlos Grande to talk driving growth through new usage occasions.

Where to listen

Timestamps

02:47 – Challenges the Bailey’s brand was facing. 06:08 – What was your solution? 09:01 – Executing an idea globally which feels localised. 10:42 – Narrowing the gender gap. 12:55 – How did this impact your relationship with retailers? 15:02 – What were the results? 19:06 – What stood out about this paper? 22:48 – Other examples of stepping out of usage occasions. 26:23 – Lessons for marketers. 29:31 – Sustainability at Bailey’s.

Further...

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