Lowe LDB sharpening brand building skills
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Team: Lowe’s Terry Benson, Raj Gupta, Lilamani Benson, with some
of the team members.
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In town last week was Raj Gupta, a member of Lowe Worldwide's
Planning Think Tank, responsible for developing and exciting new
planning tools for the Lowe Group of Ad Agencies.
Gupta took Lowe LDB's senior staffers through a Planning Tools
Workshop. They worked on live cases and were joined at different stages
by some of their Clients to brainstorm consumer dynamics with special
focus on specific brands.
Some of the special in depth planning tools developed and used
extensively by the Lowe Group are Encounter, Path to Purchase,
Growth-Grid, Radar Satellites, and Tipping Point. Agency CEO Lilamani
Benson said: "Sometimes it's important to take a few steps backward and
re-examine our brand strategies, in order to be able to take giant leaps
forward.
This workshop taught us how to apply these new tools which we are now
going to be able to use regularly in the service of our clients."
Agency's COO Michael Holsinger added, "LOWE LDB has always been known
for its brand skills and we want to keep learning and improving. We are
very excited at how these tools opened our eyes and gave us keys to
consumer behaviour and purchasing paths." he said.
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