Worked in: Stockholm
Any other interesting aspects to your international background? Today’s overloaded communications society demands a strong brand experience to create something unique in a consumer’s mind. Most of our international clients are decreasing investments in traditional media and increasing their interests in digital and event-based marketing. Brands are moving from informing their customers to creating experiences online or offline.
These trends have caused me to structure an approach called the Online/Offline Brand Experience, which has resulted in new global campaigns for Saab (“Pilots Wanted”) and for Electrolux (“Smart Oven”). Both examples are centered on experiencing the brand in a real-world situation, whether in life or through a high-quality
Experience-based marketing is really about listening to what consumers want, and then delivering a message that is as personalized as possible. To change perceptions and create a close tie between the brand and the consumer, a two-way meeting needs to occur, and that interaction must be on the consumer’s terms.
What is the biggest challenge you face in applying innovative thinking to international projects? Implementing thinking from a global organization to the country level is always the challenge of any international assignment. We found success for the Online/Offline Brand Experience by creating events that each country can utilize with minimal investment. This saves money for local offices, creates economies of scale for our clients, and builds truly global brands.