Work

Introduced the UK’s iconic MINI to Americans in the midst of their love affair with SUVs. Launched the “Let’s Motor” movement, which swept awards shows globally and made Americans rethink their relationship with big cars and car culture.

Tools

• Target Audience Identification

• Ethnography

• Category Audit

• Brand Positioning

• Campaign Development

• Brand Identity

Work

Dove deep to give Mercedez-Benz an upper hand. At the brink of the recession 2004, German car competition was becoming fierce and Mercedes-Benz’s quality issues were causing sales to decline. Conducted qualitative and quantitative research (S & M-class) to address barriers.

Tools

• Storytelling Through Data

• Target Audience Identification

• Customer Research

• Creative Briefs