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Brand Planning or Brand Strategy Lead
Alessandra Cotugno
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
I am a strategist who loves ideas. I believe that a remarkable brand experience starts with heart, intuition, curiosity, play, guts
and taste. We won't find any of it in a marketing document; that's why I dedicated many years deeply understanding people,
and devoted my energy transforming that intuition into a robust creative strategy process. I have worked across almost every
category including Personal Care, Pharma, Telco, Entertainment, Beverages, Packaged Goods and so much more. I have
helped Vodafone in Turkey transform technology into a powerful force against domestic abuse and Dove ProAge become that
voice that tells women over 50 that beauty means possibilities not limitations. I like to constantly unearth data or human
anecdotes that inject humanity to creative work, bring out connection points that engage and entertain, and pioneer new ways
to solve business problems, or change the game entirely.
and taste. We won't find any of it in a marketing document; that's why I dedicated many years deeply understanding people,
and devoted my energy transforming that intuition into a robust creative strategy process. I have worked across almost every
category including Personal Care, Pharma, Telco, Entertainment, Beverages, Packaged Goods and so much more. I have
helped Vodafone in Turkey transform technology into a powerful force against domestic abuse and Dove ProAge become that
voice that tells women over 50 that beauty means possibilities not limitations. I like to constantly unearth data or human
anecdotes that inject humanity to creative work, bring out connection points that engage and entertain, and pioneer new ways
to solve business problems, or change the game entirely.
Markets
United Kingdom
Links for more
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Language
English
Fluently
Italian
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2018 - ?
job
Global Strategy Partner
Ogilvy.
Leading the global communication strategy for Dove's Skin Care and Cleansing business.
Responsibilities include:
• Lead the end-to-end strategic process with the goal of creating inspirational work that drives action and business growth:
problem definition, data analysis, customer journey definition, brand narrative, and adaptation of global vs local work
• Partner with Dove's senior leaders to influence, challenge, and inspire brand ideas; build consensus over approach; seen
as an active advocate for better, more innovative thinking
• Collaborate and lead an International cross-functional team of media strategists, planners, researchers, audience and web
specialists in building ground-breaking strategies that delivers on Dove's vision, and set the path for future growth
• Create innovative quant and qual research projects to mime for hidden human truths and cultural observations
• A strategic anchor for the regional planning teams to assure that clients' opportunities are relevant across segments and markets: business impact, category white space, positioning, societal trends, audience hotspots
• A regular WARC contributor and author of Ogilvy's Leadership Awards and Publications. See awards section for details
Achievements: created a new purpose for Dove's sub-categories that redefines beauty as a 'journey women get to define,
their way' which widens the creative spectrum and led to an improved turnaround time from briefing to ideation. Responsible for winning an additional Dove's business without pitching, through a new take-on Facial Cleansing which shifted positioning
from 'daily routine into an exploration of one's beauty', resulting in an additional 40% profit. Led an ethnographic study of
older women and drove the re-launch of Dove ProAge. Helped Dove re-frame the conversation on how society relates to older women by defining their beauty as 'something women feel through their skin which encompasses their strength, energy and experience'. Awarded a WARC Industry Best Practice for an article on creativity among Direct to Consumer Brands
Responsibilities include:
• Lead the end-to-end strategic process with the goal of creating inspirational work that drives action and business growth:
problem definition, data analysis, customer journey definition, brand narrative, and adaptation of global vs local work
• Partner with Dove's senior leaders to influence, challenge, and inspire brand ideas; build consensus over approach; seen
as an active advocate for better, more innovative thinking
• Collaborate and lead an International cross-functional team of media strategists, planners, researchers, audience and web
specialists in building ground-breaking strategies that delivers on Dove's vision, and set the path for future growth
• Create innovative quant and qual research projects to mime for hidden human truths and cultural observations
• A strategic anchor for the regional planning teams to assure that clients' opportunities are relevant across segments and markets: business impact, category white space, positioning, societal trends, audience hotspots
• A regular WARC contributor and author of Ogilvy's Leadership Awards and Publications. See awards section for details
Achievements: created a new purpose for Dove's sub-categories that redefines beauty as a 'journey women get to define,
their way' which widens the creative spectrum and led to an improved turnaround time from briefing to ideation. Responsible for winning an additional Dove's business without pitching, through a new take-on Facial Cleansing which shifted positioning
from 'daily routine into an exploration of one's beauty', resulting in an additional 40% profit. Led an ethnographic study of
older women and drove the re-launch of Dove ProAge. Helped Dove re-frame the conversation on how society relates to older women by defining their beauty as 'something women feel through their skin which encompasses their strength, energy and experience'. Awarded a WARC Industry Best Practice for an article on creativity among Direct to Consumer Brands
Data Analysis, Research, Leadership, Turnaround, Growth, International, Web, Creativity, Energy, Energy, Winning, LED, Pitching
2014 - 2018
job
Head of Planning & Insights at VMLY&R EMEA
VMLY&R.
Led strategic planning for VMLY&R’s international clients and prospects.
Led strategy consulting for the EMEA BAVGroup, a VMLY&R Brand Consultancy and Data Analytics Centre
Built a qualitative research unit for VMLY&R across the EMEA region.
A published author and a WPP Atticus Award double winner for Innovative Thinking in International Branding.
Responsibilities included:
• Led insights projects from briefing to strategic development on new business pitches, including Pfizer, Sanofi Digestive Health, Vodafone, and Special Olympics. Offered insights leadership on International accounts: Danone Activia, Danone Light & Free, Leerdammer, Sanofi Enterogermina and The Laughing Cow
• Managed the strategic consultancy services by transforming social, quantitative and qualitative insights into actionable ways to drive brand growth: customer journey planning, positioning, brand purpose, equity metrics, segmentation models
• Built an innovative qualitative research unit across the EMEA market with the aim to capture ethnography-led insights, cultural and behavioral data
• Build and run interactive strategy workshops for C-suite level clients: Truth Mining, Engagement, Purpose and Innovation
• Led the ideation, and investigation of Y&R and VML’s on-line social analytics to launch the first ‘BAV Social’, a new proprietary tool that measures brand equity data on social platforms like Facebook and Twitter
• Oversaw the ideation and the strategic direction of the new EMEA-wide agency brand positioning on Cultural Relevancy
Achievements: Led creative strategy for the global ‘Laughing Cow’ re-pitch by challenging category conventions around ‘eating diktats’. Led the global insights analysis for the Pfizer’s $15m pitch win, by questioning taboos around sexual habits. Led the re-launch of Danone ‘Light and Free’ (previous Danone Shape UK) through an ethnographic research across 19 countries aimed at redefining women’s attitude to health and led projects around naming, packaging and the creative campaign. Repositioned Sanofi’s Enterogermina from a kids’ digestive aid to an enabler of independent learning through play. Led the new agency positioning on Cultural Relevancy: identified creative concept and research methodology based on an analysis of 22 markets. Awarded two WPP Atticus Awards for Innovative Thinking in Branding
New Business: Sanofi Sleep global (win), Essilor Global, Sanofi Health global (win), CapGemini global, Maserati global, Pfizer Viagra global (win), Microsoft US (win), Chanel UK (win), Vodafone Turkey (win), S
Led strategy consulting for the EMEA BAVGroup, a VMLY&R Brand Consultancy and Data Analytics Centre
Built a qualitative research unit for VMLY&R across the EMEA region.
A published author and a WPP Atticus Award double winner for Innovative Thinking in International Branding.
Responsibilities included:
• Led insights projects from briefing to strategic development on new business pitches, including Pfizer, Sanofi Digestive Health, Vodafone, and Special Olympics. Offered insights leadership on International accounts: Danone Activia, Danone Light & Free, Leerdammer, Sanofi Enterogermina and The Laughing Cow
• Managed the strategic consultancy services by transforming social, quantitative and qualitative insights into actionable ways to drive brand growth: customer journey planning, positioning, brand purpose, equity metrics, segmentation models
• Built an innovative qualitative research unit across the EMEA market with the aim to capture ethnography-led insights, cultural and behavioral data
• Build and run interactive strategy workshops for C-suite level clients: Truth Mining, Engagement, Purpose and Innovation
• Led the ideation, and investigation of Y&R and VML’s on-line social analytics to launch the first ‘BAV Social’, a new proprietary tool that measures brand equity data on social platforms like Facebook and Twitter
• Oversaw the ideation and the strategic direction of the new EMEA-wide agency brand positioning on Cultural Relevancy
Achievements: Led creative strategy for the global ‘Laughing Cow’ re-pitch by challenging category conventions around ‘eating diktats’. Led the global insights analysis for the Pfizer’s $15m pitch win, by questioning taboos around sexual habits. Led the re-launch of Danone ‘Light and Free’ (previous Danone Shape UK) through an ethnographic research across 19 countries aimed at redefining women’s attitude to health and led projects around naming, packaging and the creative campaign. Repositioned Sanofi’s Enterogermina from a kids’ digestive aid to an enabler of independent learning through play. Led the new agency positioning on Cultural Relevancy: identified creative concept and research methodology based on an analysis of 22 markets. Awarded two WPP Atticus Awards for Innovative Thinking in Branding
New Business: Sanofi Sleep global (win), Essilor Global, Sanofi Health global (win), CapGemini global, Maserati global, Pfizer Viagra global (win), Microsoft US (win), Chanel UK (win), Vodafone Turkey (win), S
Analytics, Naming, Social, LED, Strategy Consulting, Direction, Campaign, International, Health, Development, Growth, Twitter, Workshops, Branding, Leadership, Consulting, Strategic Planning, Packaging, R, C, Qualitative research, Facebook, Creative Strategy, Research, Innovation
2011 - 2014
job
Planning & Analytics Manager, Y&R EMEA
Y&R.
Managed strategic planning across EMEA agencies and their clients. Responsibilities included:
• Provided brand strategy and creative planning support to Y&R’s clients: M&S, Sanex, Virgin, Vodafone, Danone, Colgate
• New Business lead across the region on creative planning: transformed complex data analyses into brand storytelling
• Collaborated with US agency in creating analytical frameworks e.g. Tensity, Value Index, Trust Scale, Elasticity Metrics
Achievements: Headed the global strategy alignment for Airwick’s pitch by repositioning US home fragrances as home decorations and led the ‘Love your Home’ purpose campaign. Led creative strategy for the Estee Lauder US pitch through a campaign aimed at encouraging women entrepreneurship. Supported the Lavazza pitch win. Drove consulting, achieved high rate of sell-on of additional strategy projects for Sanex, Palmolive and Colgate (64% profit increase)
New Business: Senseo EMEA, Airwicks global, Microsoft (win), Estee Lauder US (win), Martini Italy, Ralph Lauren China (win), Lavazza Italy (win) Categories: Retail, Women, Coffee, Personal care, Travel, FMCGs, Fashion
• Provided brand strategy and creative planning support to Y&R’s clients: M&S, Sanex, Virgin, Vodafone, Danone, Colgate
• New Business lead across the region on creative planning: transformed complex data analyses into brand storytelling
• Collaborated with US agency in creating analytical frameworks e.g. Tensity, Value Index, Trust Scale, Elasticity Metrics
Achievements: Headed the global strategy alignment for Airwick’s pitch by repositioning US home fragrances as home decorations and led the ‘Love your Home’ purpose campaign. Led creative strategy for the Estee Lauder US pitch through a campaign aimed at encouraging women entrepreneurship. Supported the Lavazza pitch win. Drove consulting, achieved high rate of sell-on of additional strategy projects for Sanex, Palmolive and Colgate (64% profit increase)
New Business: Senseo EMEA, Airwicks global, Microsoft (win), Estee Lauder US (win), Martini Italy, Ralph Lauren China (win), Lavazza Italy (win) Categories: Retail, Women, Coffee, Personal care, Travel, FMCGs, Fashion
Retail, Creative Strategy, Storytelling, R, Fashion, Strategic Planning, Consulting, Entrepreneurship, Analytics, Support, China, Campaign, LED, Manager, Brand identity
2007 - 2011
job
Senior Planner EMEA
Y&R.
Collaborated with CSO in driving strategic planning for the EMEA region and their clients. Responsibilities included:
• Built strategy services to be offered to Y&R EMEA agencies and clients: analysis of market trends, build internal consensus and focus, boost revenue, increase PR communications, wrote thought leadership.
• Provided strategy support for EMEA new business pitches
• Trained on ability to analyze data and transform into creative strategy; collaborated with internal research teams as well as external specialists, assured hands-on support to junior planners
New Business: Allianz, Carrefour Russia (win), Ferrero, 3 Suisse (win), TNT, Mani snacks Switzerland (win), Martini, Virgin, Diesel Jeans (win) Categories: Retail, Snacks, Tech, Alcoholic drinks, Fashion, Financial service, Luxury
• Built strategy services to be offered to Y&R EMEA agencies and clients: analysis of market trends, build internal consensus and focus, boost revenue, increase PR communications, wrote thought leadership.
• Provided strategy support for EMEA new business pitches
• Trained on ability to analyze data and transform into creative strategy; collaborated with internal research teams as well as external specialists, assured hands-on support to junior planners
New Business: Allianz, Carrefour Russia (win), Ferrero, 3 Suisse (win), TNT, Mani snacks Switzerland (win), Martini, Virgin, Diesel Jeans (win) Categories: Retail, Snacks, Tech, Alcoholic drinks, Fashion, Financial service, Luxury
Research, Retail, Creative Strategy, R, Fashion, Strategic Planning, Pr, Leadership, Service, Support
2005 - 2007
job
Brand Planner
Y&R EMEA.
Partnered with regional planners to advise, influence and inspire strategies for clients and new business prospects.
Achievements: Led creative strategy and integrated marketing campaigns on the EMEA Danette account. Designed the re-launch of Schweppes in France aimed at establishing the brand as a craft premium mixer
New Business: Alfa Romeo (win), Nokia, Endesa Spanish Energy Company, European Central Bank (win) Categories: Electronics, Telcos, FMCGs, Banking
Achievements: Led creative strategy and integrated marketing campaigns on the EMEA Danette account. Designed the re-launch of Schweppes in France aimed at establishing the brand as a craft premium mixer
New Business: Alfa Romeo (win), Nokia, Endesa Spanish Energy Company, European Central Bank (win) Categories: Electronics, Telcos, FMCGs, Banking
Marketing, Creative Strategy, Banking, Electronics, Energy, Energy, LED
2003 - 2005
job
European Brand Analyst
Y&R.
Worked alongside the EMEA Planning Vice President in support of EMEA region and their clients.
Achievements: Analyzed data and defined the Social Responsibility Index, a complex analytical model that tracks Social Responsibility programs. Provided insights to creative wins: MTN, Bacardi. Supported data strategy for Diesel Jeans pitch
New Business: MTB, Volvic, Siemens, Samsung, Del Monte Categories: Fashion, Electronics, FMCGs, Bottled Wa
Achievements: Analyzed data and defined the Social Responsibility Index, a complex analytical model that tracks Social Responsibility programs. Provided insights to creative wins: MTN, Bacardi. Supported data strategy for Diesel Jeans pitch
New Business: MTB, Volvic, Siemens, Samsung, Del Monte Categories: Fashion, Electronics, FMCGs, Bottled Wa
Fashion, Analyst, Support, Electronics, President, Social
1997 - 2001
freelance
Junior Strategist
Williams Murray Hamm.
Located hot prospects. Devised strategy for pitching process
Pitching
My education
2001
-
2003
Middlesex University
Masters, Impact of Advertising and Visual Identity
Masters, Impact of Advertising and Visual Identity
1999
-
2000
Luiss Business School
MBA, N/a
MBA, N/a
1994
-
1998
University of Calabria
Bachelors, Marketing and Business Management
Bachelors, Marketing and Business Management
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