AN ESOMAR WORLD RESEARCH FORUM
PANEL DISCUSSION
IT’S A BRAND NEW WORLD!
Mark Whiting (Moderator) Jolie Hellings
Philip De Wulf
Gilles Pacault
Abstract
An interactive debate about the role of market research in the future of successful branding
Mark Whiting (Moderator)
Mark completed a BA in Modern History at Oxford University in 1989 and went straight into a career in market research. From 1989 to 1995, he worked on international projects with MORI, Gallup and Research International in London, before specialising in media research at the Financial Times. In 1997, he moved to Paris to work for TNS Sofres, before joining Hennessy Cognac, part of the LVMH group, in 2001. He is currently the Head of Marketing Intelligence at Moët Hennessy for brands including Moët & Chandon, Dom Perignon and Veuve Clicquot.
Mark shares ESOMAR’s passion for elevating the quality and reputation of the market research industry. His professional experience has convinced him that high quality research improves the way businesses make decisions. With vision, creativity, a healthy dose of risk-taking and above all, intellectual rigour and standards of the highest quality, he believes the market research indutry is well-placed to assist brands in the development of effective strategies.
Jolie Hellings
Jolie Hellings works as the branding director on the Microsoft Surface team. A long time Microsoft employee, she has extensive experience in marketing, communications, planning and execution. This experience has spanned familiar products such as Microsoft Office and Exchange and solutions sold to a range of worldwide telecommunications companies. Prior to working at Microsoft, Jolie worked at Ketchum Advertising and Foote, Cone & Belding, both in San Francisco, CA. Today, she is responsible for branding, research and events for Microsoft Surface.
Philip De Wulf
Founding partner of Psilogy - a brand strategy and innovation consultancy, Xprimi- a web2.0 application development company and Atmosphere –CSR strategy consultancy & training. Philip is a licensed psychologist from the University of Ghent, Belgium. He has over 15 years of experience in strategic marketing and brand management both in global marketing intelligence/strategic planning/consultancy and operational management roles.
He started his career in various marketing functions in the drinks and fashion industry and has learned the tricks of global branding while working for Heineken and Camel . Has held senior vice president positions at Synovate (Censydiam) Americas.
He has consulted companies on needs based segmentation and positioning in Asia, Europe and the Americas in: Automotive, Retail, Frozen Food, Baby-care, Pet-care, Personal care, HHP, Chocolate, Health Care, Beer, Tobacco, Nutritional Supplements, Dairy, Telecom/IT,Insurance and media.
A boy that loves his toy (be it a Landrover or a Taylormade) to get outdoors and play in the mud.
Gilles Pacault
Gilles is Vice-President of Prodimarques (Association pour la promotion et la diffusion des marques de fabricants) since 2007 and President of the Marketing Committee Ilec (L’Institut de liaisons et d’études des industries de consommation) since 2005. He holds large experience with 2 multinational companies: 14 years at Unilever and 2 decades at Nestlé.
His expertise covers brand communication, corporative communication, public affaires and external relations with special attention to marketing and communication strategies in highly competitive markets.
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