Mark Owen Penrose
Business career
The challenge as Global Brand Manager for the Dunlop brand at Dunlop Slazenger International
Context:
- Dunlop was a brand with a great pedigree which, over many years, had lost its leadership by having missed major technological product-innovations. Market share decline had been stark. It was an 'also-ran' in the USA.
- Brand had been milked and was chronically underinvested. Ranges were not consumer-centric. Player-endorsement lagged its competition
Objectives:
- Reposition brand. Regain share in major markets notably the U.S. with a very modest budget
Strategy:
- Establish an internal Drive Team of key world market-managers to achieve hyper-awareness, validate, create buy-in and steer new strategy across the globe. Goals could not be attained without working as a co-ordinated world-team.
- Erradicate all unnecessary budgetary spend and focus all funds into a new focused direction.
- Seek a quality advertising partner. Research U.S. market. Establish new brand positioning. Create big campaign idea and extend holistically into all below-the line materials to maximise impact.
- Use cost-effective media to achieve biggest bang for the buck.
- Re-signed John McEnroe. Selected 'Control' positioning. BBDO used humour and irony in 'John McEnroe praising a racket that gives you more control' TV and press campaigns.
Results:
- ESPN TV campaign saw U.S. market share double from 3.5 to 7 %. Mirrored a year later on Eurosport, the campaign drove major growth in Europe.
Take control. Get Dunlop
Daring to bring back John McEnroe as the Dunlop brand hero when the circuit was dominated by Agassi and Sampras was a calculated risk based on consumer insights and budgetary constraints. Dunlop rackets had always delivered more control than those of their competitors but the irony captured by BBDO in the two generations of advertising shown above inspired consumers to return to the brand.
The challenge as International Product Director of High-end Cookware
Tefal
Context:
- Tefal was the world-wide brand leader in non-stick cookware but could not break into the premium stainless steel, anodized and cast iron segments due to 'value' brand image.
Objectives:
- Penetrate premium cookware.
Strategy:
- Borrow credentials for Tefal to provide the brand with the legitimacy to enter the premium cookware segment, preferably in all material sub-segments.
- Extensive market research to gather consumer insights with regard to motivations, material codes and launch options.
- Signed Jamie Oliver as brand ambassador. Created Jamie Oliver by Tefal brand with stainless steel and subsequently anodized, brushed alumnium and cast range positioned as 'Professional cookware for casual cooking' with the strap-line 'Cookware that moves you'. TV and press advertising with holistic below-the-line materials in all key markets.
Results:
- Successful entry into the premium segment. 20m€ incremental business by year 3.
- Paved the way for Lagostina and All Clad acquisitions..
A noble product made for Jamie Oliver, positioned as professional cookware for casual cooking seasoned with great advertising from Publicis provided the perfect ingredients for cookware that moves you.
Lagostina
Context:
- Lagostina was the Italian brand leader in cookware acquired by Groupe SEB in 2005. It's high price-point, premium cookware was most often given as a gift for a couple's wedding.
Objectives:
- Integrate the company into the Group. Grow High-end cookware Division with worldwide launch.
Strategy:
- Reposition Lagostina based on new brand platform and transform brand image. Redesign old logo
- Define key ranges and launch strategy for international launch.
- The 'Joy is found in cooking and sharing together around the table' positioning provided a wholesome and emotional platform from which to target the bridal gift market. The 'Art, Food, Love Life' advertising execution was quintessentially Italian.
Results:
- Powerful launch package saw growth of 25% in France and 30% in Japan in year 1.
The full relaunch package, created by La Rose des Sables, included articulating the 'Joy' positioning and brought it to life with a new logo, catalogues and packaging. It's showcasing at trade shows and in store with merchandising displays culminated in the Art, Food, Love, Life advertising campaign