Bea World Festival
KANTAR
Head of Brand Strategy & Guidance Insights Division

Michela Russo

Embracing the age of Experience

November 29 — h. 10.15 - 10.45

In an eco-system, all species present have their role. In ours brands, agencies, organisers, producers, consumers, participants etc all try to find the best way of co-habitation. And like any other habitat, ours is changing over time and the way we co-create is evolving.

Michela Russo will share experiences and views on how the relationship between brands and consumers profoundly changed over the last few years. Not only consumers must be at the heart of every activity of the brand, consumers want to be part of the brand creation and evolution process. CO-CREATION has become a key word in many marketing activities. Millennial consumers are the engine that gave momentum to this new way of relating with brands, and brands that are responding well show to be successful.

Kantar is home to some of the world’s leading research, data and insights expertise. As part of Kantar, Michela is leading the brand strategy & guidance practice in Italy, working with some of our largest global accounts to unveil consumers’ insights that can be translated into actions for brands.

 

Takeaways:

You will see the value of consumer-centricity at all levels of a company activity and you will learn how to implement. Being consumer-centric does not simply mean being able to engage and involve consumers, it means opening up to the possibility of building your brand with consumers, and creating long lasting and profound relationships with them.

Biography

Michela’s passion for understanding why people around the world live and act as they do lead her to the industry. After almost twenty years and working for many brands, she can honestly say she hasn’t had a dull day yet!
She’s now leading the Brand Strategy & Guidance practice in Kantar Italy, working on consultancy projects aimed at building strong and disruptive brands.
Her experience spans across different categories, with a focus on Fast Moving Consumer Goods.
Michela has been working on some of Kantar's largest global accounts, being involved in international projects which she loves because they give her a strong orientation to finding consumer truths that can be turned into actionable insights for clients.
Michela is also leading in Italy the Kantar Millennial Lab, a steering committee created to offer a fresh vision on new generations and help clients in structuring their activities to engage newer generations effectively.

Michela in a few tweets

  • In my session I expect from you to step into consumers’ shoes and look at things with their eye
  • In my session you will learn the value of truly connecting with your target audience
  • Breaking down borders means opening up to embrace views on your brand that come from people
  • The key to events evolution is #listening #doing #observing
  • The Nature of Events is a continuous and exciting evolutional journey
  • Collaboration in events is creating meanings together
  • “Co-creation” makes me think of creating deeper & long-lasting connections

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