Developed a pan-European strategy to build Lexus brand from out of Toyota and create customer/prospect strategy and improve brand awareness globally. Created Lexus European Cup, partnerships with professional golfers and The Open and Women’s British Open. Results included (i) 1996-2001 – 42,718 prospects at 648 events across 15 markets, 5,043 test drives; av.185 incremental sales per year and (ii) 2005-1010 – 3 fold increase in media value over 5yrs (€1.03mil to €3.6mil). Positive Brand transfer from The Open to Lexus Brand. High Quality, Excellence, Global, Prestigious, Exclusive. 98% of which are favourable about Lexus.
Supported Dentsu with the development of a full activation plan for Sharp’s sponsorship of the UEFA European Championships. This included creation of a branding positioning and communications model, merchandise strategy and fan engagement strategy. This lead to Sharp’s Euros’ sponsorship successfully achieving significant levels of brand exposure and fan engagement.
Worked with Dentsu / JRFU bid to bring the Rugby World Cup (RWC) to Asia for the first time and then created a 10 year plan on how to grow the game in Asia. This involved Business Modelling on Commercial Rights – Broadcast; Sponsorship; Hospitality/Ticketing; Licensing/merchandise and a global brand audit of the sport to highlight opportunities to grow the game globally.
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