New head of marketing for premium watch manufacturer, TAG Heuer, says the brand’s trend-setter heritage and culture will be key to continuing its bold marketing approach in 2019.
Megan Taylor was appointed the new head of marketing late last year, reporting to Australian general manager, Pierre Blouin. She replaces Emma Thomas, who spent more than 10 years with the company and has now moved on to take a marketing leadership role with Time+Tide Watches.
Taylor spent the last four years working with sister brand, Sephora, where she was the founding marketing manager during the make-up and beauty retailer’s Australian launch. This saw her developing the communications strategy, events and retail programs.
Taylor told CMO TAG Heuer’s marketing approach is all about showcasing the brand’s rich history at the same time as demonstrating boldness and fresh thinking. The company has been around since 1860 and is considered the avant-garde of Swiss watchmarketing.
“My role essentially will be to make people dream of the world of TAG Heuer, translating its global vision to push boundaries further and invent timepieces for those who love to defy convention,” she said.
“TAG Heuer’s vintage timepieces and history allow a very rich brand story and this will be reflect in our marketing – it’s about demonstrating TAG Heuer’s heritage and Swiss know-how, coupled with its core DNA of ‘Don’t Crack Under Pressure’.”
To do this locally, the brand will use long-standing partnerships in the motor racing, cycling, surfing and football industries, as well as global ambassadors, a list that includes Chris Hemsworth, Patrick Dempsey, Kai Lenny and Cara Delevigne. Taylor also noted a particularly strong product innovation roadmap in 2019, which will be supported by programs, events and activations.
“Our marketing activity will continue to reflect the brand’s core values of teamwork, ambition and a taste for challenge, which drive TAG Heuer to go beyond the traditions of the watchmaking industry,” she continued.
“The disruptive mindset of the brand to take on any challenge and achieve the boldest dreams is very exciting and allows us to have an innovative approach to how we deliver messages to our clients via our marketing platforms.”
Blouin welcomed Taylor into the TAG Heuer family. “Megan’s experience and success in managing and delivering disruptive, out-of-the-box marketing events and activities is to be admired,” he added.
Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?
Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.
Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.
Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne
Rajat Kumar
Why flipping Status Quo Bias is the key to B2B marketing success
good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.
Tom Devid
Report: 4 ways to generate customer loyalty
Great post, thanks for sharing such a informative content.
CodeWare Limited
APAC software company brings on first VP of growth
This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...
vikram Roy
Gartner 2022 Digital Experience Platforms reveals leading vendor players
What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...
Salvador Lopez
Gartner highlights four content marketing platform players as leaders