Abbot Mead Vickers
As I strategy director I oversaw Braun globally, including both male and female grooming sides of the business.
After delving into the brand and learning about the incredible lengths that Braun would go to in creating their products - including employing ex Nasa experts to create extraordinary quality testing devices, as well as its Bauhaus heritage through former head of design Dieter Rams; I created a positioning for the brand based on the concept of continuous strive for the improvement of the status quo of grooming.
From that positioning the creative platform of “Challenge” emerged. This was then executed in various ways depending on the product and business question we had to answer.