In 2018, The Brand Council of Tommy Hilfiger partnered with The Upside to articulate a new brand purpose and brand story. In 2019, they needed a strategic partner to translate this into a new marketing approach

• Created a clear marketing framework that translated the brand purpose and story into the brand and commercial marketing activities for 2020
• The strategy brought together various workstreams around data-driven marketing, consumer journey mapping, experiential retail, and new products
• Defined global objectives and KPIs for the year and worked together with regional teams to articulate local priorities