Abstract:

In 2013 Pernod Ricard embarked upon a journey to implement a highly actionable approach to insights, framed in the spirit of the company’s belief in building “passion” brands with deep connections to consumers. The resulting 5-step process, called ALIVE, is a set of homegrown best practices and tools that help put insights at the heart of brand development and deliver a stronger ROI. ALIVE was developed in an extremely pragmatic fashion: in the space of just 5 weeks, PR and Added Value audited existing best practices, developed a common insights language and executed an empowerment conference for over 70 team members. One year on, this presentation will outline the benefits and challenges of establishing a shared best practice approach and illustrate the tangible outcomes of this process.