Julien Houdayer and Maya Kosovalic, WARC Media Awards, Best Use of Data, 2016
This case study describes how the Ralph Lauren perfume brand Polo Red targeted Brazilian tourists travelling to and from the US with hyper-personalised messages and creative to achieve standout in the crowded airport terminal environment.
Euromonitor Strategy Briefings, March 2016
This report examines how brands are segmenting offerings on the basis of ethnic and cultural needs, and asks what are the challenges, and do regional players with an understanding of local market dynamics have an advantage over multinationals.
Integrated Marketing Communications Council Europe, Silver, 2015
This case study describes how a campaign that combined online content with local knowledge helped Old Spice, the male grooming brand, tap into the confusion over masculinity and reconnect with its target audience.
This Company Profile from Euromonitor provides key details and analysis of Clarins. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the cosmetics market.
Hervé Guyon and Jean-François Petiot, International Journal of Market Research, Vol. 57, No. 5, 2015, pp. 701-726
Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares.
This Company Profile from Euromonitor provides key details and analysis of Chanel. Included is a strategic evaluation with key facts about the France based company, competitive positioning against comparative brands, and assessment of its position in the cosmetics and beauty market.