Marketing consulting
Shaping strategic decisions and onboarding teams.
Luxury·Sport·Lifestyle
UnderstandInsights↓DefineBrand strategy↓ExpressCommunication strategy↓Bring to lifeOmnichannel client experience strategy↓
Understand
Insights
Understanding an audience or a trend to inform decisions.
Experience
- MindshareTargeting analyst, media agency
- CLM BBDOStrategic planner, advertising agency
- AKQAHead of strategy, digital agency
- ChanelHead of customer experience
Examples
- Credit crunch impact on shopping behaviors
- How to speak to Gen Z
- Profile of hypermobile people and impact of their lifestyle on society
- Luxury clients in China
- Luxury client experience standards
Deliverables
- Field interviews
- Quantitative and qualitative reports
- Target profiles
- Trend review
- Strategic recommendations
- Agency briefs
Role
- Lead on quantitative and qualitative research
- Agency management
- Presentation
Define
Brand strategy
Brand positioning.
Experience
- CLM BBDOStrategic planner, advertising agency
- AKQAHead of strategy, digital agency
Examples
- Bringing up Eurostar’s innovative side
- Making running cool for Nike Running France
- Inspiring Parisian women for Nike Women France
- Making Gatorade the brand for every athlete in LATAM
Deliverables
- Framework: brand platform or pyramid, why / how / what
- Positioning
- Manifesto
- Brand book
- Creative brief
Role
- Stakeholder engagement
- Brand platform definition
- Account management
Express
Communication strategy
Defining a message and its orchestration across channels.
Experience
- AKQAHead of strategy, digital agency
- ChanelHead of digital strategy
Examples
- Establishing Coco Crush as an icon of Chanel Fine Jewelry
- Restoring the bond between the French national football team and its fans for Nike Football France
- Changing brand perception for Chanel N°5 without betraying the icon
- Helping Gen Z embrace Amazon Echo benefits
- Setting up a performance measurement framework for organic social campaigns for Chanel
- Assessing brand awareness and perception for Amazon Echo in the US
Deliverables
- Strategic recommendation
- Campaign and channel planning
- Creative brief
- Measurement framework and KPIs
Role
- Campaign orchestration
- Channel planning
- Performance measurement
Bring to life
Omnichannel client experience strategy
Designing a consistent experience across the channels that matter to clients and the brand.
Experience
- AKQAHead of strategy, digital agency
- ChanelHead of customer experience
Examples
- Mapping the client journey for Chanel Fashion
- Offering an unforgettable moment to Parisian runners at the 10K Paris Centre for Nike Running France
- Defining the role of digital in the Chanel experience
- Optimizing Chanel Fragrance & Beauty’s presence on social platforms
- Leveraging Asian social platforms’ potential for Chanel Watches & Fine Jewelry
- Building an internal client experience community to better connect initiatives across divisions and support regions in their local projects
Deliverables
- Client journey by phase and by channel
- Client experience standards
- Social playbook
- Strategic recommendation
Role
- Global strategy lead
- Regional coordination
- Partner coordination
- Account management
- Creative brief
- Performance measurement
Examples
- Repositioning a brand
- Aligning regions around a global strategy
- Driving an agency pitch
- Designing or rethinking the client experience
- Structuring a performance measurement framework
- Defining the role of AI and people in the client experience
- Nurturing brand difference as AI reshapes client expectations
Ways of working
- Project-based: audit, brand platform, launch
- Interim management
- Senior strategy support, brand or agency side