AN ESOMAR WORLD RESEARCH FORUM
Brands, trust builders and multi-company social brand initiatives
Philip SheppardAbstract
Philip raises the voice of more than 50 global brands including Coca-Cola, Colgate-Palmolive, Danone, Heinz, Johnson & Johnson, Kimberly-Clark, Kraft, Nestle, PepsiCo, P&G and Unilever. His presentation will explore the benefits of brands in the context of today's heterogeneous consumers who are simultaneously brand loyal, cost and health conscious, luxury seeking, time pressed and socially concerned. He will highlight a current initiative which aims to leverage the power of brands to influence choices of public policy issues such as health and well-being.
Philip Sheppard
Philip Sheppard is Public Affairs Manager for the European Brands Association - AIM. He was appointed in October 1995 and covers public affairs issues for AIM including consumer, intellectual property, commercial communications, and consumer policy. AIM’s membership groups 1800 companies of all sizes through corporate members and national associations in 21 countries. These companies are mostly active in every day consumer goods. They employ some two million workers and account for over 350 billion Euro in annual sales in Europe alone. AIM's mission is to create for brands an environment of fair and vigorous competition, fostering innovation and guaranteeing maximum value to consumers now and for generations to come.
Philip is a graduate economist and previously worked in marketing functions with Shell in London and Ireland before finishing as Shell’s marketing manager Middle East for speciality products based in Dubai. He then joined Ernst & Young and moved to Switzerland on secondment as a public affairs adviser.
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