WM3 2008

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WORLDWIDE MULTI MEDIA MEASUREMENT

Qualitative insights to solve a luxury problem

Beth Uyenco
Olivier Goulet
Alex Charlton

Abstract

Luxury brands rely on carefully planned and executed marketing activity to appeal to the emotions and cultivate an image of exclusivity, but as their customers increasingly spend time with digital media, they must wrestle with decisions about whether and how to extend their communications into a world more associated with social inclusion and rational, direct-response advertising. This presentation will highlight the key findings from an international study of luxury consumerism and digital media, conducted by London-based media research agency Essential on behalf of Microsoft Digital Advertising Solutions and KR Media.

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Alex Charlton

Alex has ten years’ media, brand and consumer research experience gained from organisations such as Unilever, Fairfax Australia and latterly the BBC, where he worked in the BBC’s New Media team, managing audience research across bbc.co.uk, interactive TV and mobile platforms.

After leaving the BBC, Alex consulted widely to organisations such as: Proximity BBDO, Bulldog Communications and Freeview, until establishing media research specialist agency, Essential, in April 2005. Since then, Alex has directed research projects for clients including: Microsoft, MTV, Nokia, Channel 4 Television, Ofcom, ITV, BSkyB and the BBC.

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