Creating a marketing strategy built around the new purpose

Develop strategic agenda

Why The Upside

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

How We Approached the Challenge

  • 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


Strategy greenlit by the senior leadership team and a marketing comms budget of over $100 million allocated to priority activities

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