References
Kevin developed and implemented the brand strategy and consumer segmentation, as well as all the advertising, media and digital engagement work on a campaign that ran for 5 years. During which time he built the brand and sales more effectively than any competitor in the mobile phone sector and won several awards for his efforts.
- Jim Slater, Marketing Director, Phones 4u
Kevin's strength is in his ability to bring together all the information and turn it into a compelling brand that is then marketed across a number of different cultures. He does this by distilling research into insights that deliver unique brand positioning and stimulating creative briefs. Kevin is also very motivating, no matter what part of the world the client or agency staff are from.
- Charles Shiplee, MD Bates Worldwide and 141 International.
Kevin is very perceptive, constructive and resourceful. He successfully developed the brand positioning and strategy for Courvoisier cognac globally and for Ballantine's aged whisky in SE Asia.
- Ian Creese, Market Research Manager, Allied Domecq.
Kevin is a sound strategic thinker who developed robust communications platforms for several of our important brands around the world. He leads the development process, creating the positioning and briefs that deliver compelling creative work, design identity guidelines, advertising, integrated communications strategy and campaign toolboxes. He has also successfully briefed and overseen research in more than a dozen countries. On a personal note I like him, he's bright and I trust him implicitly.
- David Grime, Head of Multi-Region Brands, BAT.
Kevin is an excellent senior planning partner; he's sharp, intelligent and intuitive. He conjures up strategy and plans that support pitches and build client business. He also really understands ROI.
- Dean Fitzpatrick, Group MD, John Brown
Kevin worked with me and spearheaded the development of a global brand strategy for Courvoisier Cognac, along with consumer insight, communications plannning, innovation and a distribution strategy. Throughout the process he ensured all the work was true to the new brand, whilst encouraging progressive and provocative thinking. As a result, and within 12 months, global sales increased by 18%.
- Sandy Mayo, Global Brand Director, Allied Domecq
Portfolio: Kevin Sugrue
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