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Bang & Olufsen

For high-end audio manufacturer Bang & Olufsen, I refocused all advertising efforts away from tech spec-heavy copy to a more playful tonality, addressing the lifestyle wants and needs of the audience.


I also instituted database marketing principles for the company, taking 27,000 warranty cards and matching them against consumer databases to build a robust relational file.


Then, I applied this file against 500 demographic and psychographic variables, creating a definitive profile of the ideal B&O customer.


This profile was used for smarter media buys...and was even used to map the U.S., selecting retail locations that were most in line with the profile.


The result: better, more effective buys, an upturn in retail sales and a repositioning toward growth.

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