When it comes to marketing consumer products, many people have a hand in the pie. Brand managers, advertising agencies, promotion agencies, digital agencies and more: all have a view on what should be done and who should be targeted. How do you not only get all these stakeholders on the same page, but inspire them to do groundbreaking work?
Using a real world scenario from the vodka industry, this workshop provides you with approaches and techniques for building consensus and stimulating creativity in a dynamic group environment.
About the presenter:
Arabella Pollack has extensive experience in consumer products, with a particular focus on building aspirational, image-driven brands through deeper understanding of the consumer. She is Founder and Principal of Greystoke Insights, which leverages the techniques and skills of consumer research to provide insight-driven solutions to business challenges. She was previously the director of consumer insights at Pernod Ricard USA, where she was responsible for ensuring that the consumer was at the heart of marketing decision-making. She managed a full spectrum of qualitative and quantitative research on brands including ABSOLUT vodka, impacting the business in areas ranging from innovation to communication strategy and portfolio management. Prior to this, she worked for leading market research vendors including The NPD Group, where she managed relationships with prestige beauty clients such as Estée Lauder, Dior, and Lancôme. Pollack has also worked with brands such as Guinness and Baileys at Diageo, the world’s leading spirits company, and has spent time as a strategy consultant with the Boston Consulting Group in their consumer and retail practice.
She holds a M.A. from Cambridge University, and an M.B.A. from the Darden Business School at the University of Virginia.
Arabella Pollack teaches "From Information to Insight."
Read a write-up of this event at Columbia University's Bwog and watch the recording below.
