CLIENT
Crown Royal
Sophie Kelly, SVP, Whiskeys
Nicola Heckles, VP, Brand Marketing, Crown Royal
Jason Sorley, Brand Director, Crown Royal
Johannah Rogers, Content Director
Jenika Newsum, Associate Brand Manager
Amanda Perring, Senior Manager, Consumer Planning
Gina O'Halloran, US Media Director
Anne Mason, Sr. Manager, Media
Brian Boline, Sr Manager, Ecommerce & Insights
Kyra Zeller, Senior Manager, Brands in Culture
Michelle Sibley, Manager, Incubator Brands
Jean Hauptman, Commercial Planning & Activation
Milly Shome, Sr. Brand Manager
Jenika Newsum, Associate Brand Manager
Edward Pilkington, Chief Marketing & Innovation Officer, North America
AGENCY
Gareth Goodall, Partner, CSO
Bernardo Guzman, Strategy Director
Jennifer Ross, Account Director
Seth Jacobs, ECD
Damien Reid, Managing Partner, Head of Account Management
Cameron Gunter, Account Supervisor
Will De Lannoy, Head of Communications Strategy
Bari Schechter , Creative
Bronwen Lonsdale, Executive Producer
Franke Rodriguez, CEO/Partner, NY and Toronto
Naomi Wood , Account Director
Taylor Strategy
Starpower LLC
NVE Experience Agency
MKTG
SUMMARY
Crown proved that doing what's right, not what's commercially obvious, drives results: Defying category logic when at a time in which on-premise channels were abruptly closed, instead of shifting marketing investment into the off-premise and at-home occasions, Crown acted on its purpose to inspire generosity by doubling down on its support for the on-trade community. Delivering YOY reversal on decline across L4W claimed consumption(+5.80%), equity gains across emotional engagement(+2.4%), distinctiveness(1.9%), dynamism(+1.8%) and taste(+4.9%) that outpaced gains seen by the category leader and increased penetration among millennials(+4%) and gen Z(+7%) .
