Event ADF brand strategy
Organiser Estee Lauder Asia Pacific
Main venue W Hong Kong
Delegates 45
Date August 29-31

The brief
To bring together country brand and marketing managers from across Asia-Pacific representing the Estee Lauder Companies’ Aramis Designer and Fragrances (ADF) with the regional APAC and global brand leaders from New York. The meetings in Hong Kong were aimed at aligning brand strategy across the ADF portfolio as well as discussing marketing plans and programmes. The event also provided an opportunity for an international team to spend time networking.

Challenges
Senior managers’ travel plans were disrupted when flights from New York were cancelled due to the approach of Hurricane Irene. Organisers scrambled to rearrange routes with the brand president, securing one of the last seats on a flight via Canada. Agenda changes also had to be made.

Execution
Meetings were run over two days, with the first consisting of a business update and strategy reviews followed by brand presentations on Lab Series Skincare supply for men, Aramis, DKNY Coach and Zegna.

A welcoming event was held the night before the first day of meetings, with cocktails and canapés aboard the Aqua Luna, a restored Chinese junk. Participants were able to experience the impressive skyline of Hong Kong’s Victoria Harbour during the Festival of Lights laser show.

At the end of the first day, the teams went to Central district to enjoy a celebratory meal at Sevva following the announcement that Aramis and Designer Fragrances had just acquired the fragrance licence for Marni, expected to launch next year, as well as the recently announced Zegna addition to the portfolio.

On the second day, ADF invited an external training group to lead an interactive workshop on creativity. The regional director chose to focus on adapting to the dynamic evolving environment in which people operate, where dealing with change is a constant and requires a creative approach. Separate breakout sessions were held on education and strategy planning as teams moved around to various meeting rooms in the hotel.

The meeting concluded with a Champagne reception, where a special recognition award was presented to the Singapore-based brand general manager.

Comment
Indra Pamamull, regional director of Aramis and Designer Fragrance APAC, said: “The meeting proved to be a success and all left feeling motivated to face the exciting times ahead, equipped to manage our accelerated growth and expanding portfolio.”

Timeline
May 2011 Host city selected
June Main venue chosen
July Venues, dining and activities finalised
August 29 Event begins