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Dec
2012
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Industry Insiders – Best Of 2012

As the year draws to a close, we have asked a few key people in the world of media, marketing and technology their view on the best luxury campaign of 2012 and a few predictions for 2013.

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Alun Williams
Group Publishing Director, Men’s Health


What was your favourite digital campaign from a luxury/premium brand in 2012?
Chanel’s homepage takeover creative for their new Allure Homme Sport Eau Extreme fragrance on menshealth.co.uk. Combining striking display creative, video, and a pop-up surfer no less.

What is your digital prediction for 2013?
2013 will definitely be the year when digital editions of magazines really take off, with the range of new affordable 7″ devices expanding the tablet market exponentially.

What luxury gift would you like for Christmas?
A Frédérique Constant Vintage Rally Automatic Watch.  I don’t think Santa is going to be that generous though!


Krista Madden
Managing Director of Handpicked Media


What was your favourite digital campaign from a luxury brand in 2012?
Grey Goose teamed up with the Sundance Channel to produce a series of 6 episodes of ICONOCLASTS. Creatively I love this series, it’s great content that I actually want to watch all the way through. They have chosen really interesting talent and paired them well together. I enjoyed all of the films. For the ultimate in aspiration and luxury, which was also fantastic story-telling, you have to love what Cartier did with their campaign ‘L’Odyssée de Cartier’. The French jeweller made a beautiful short film and shared it via the brand’s website and on multiple digital channels. The campaign focused on translating the history of Cartier into the current pieces, including its signature Panthère de Cartier collection. The L’Odyssée de Cartier film premiered in February at the Metropolitan Museum of Art in New York and was then promoted across digital channels and the brand’s Facebook page.

What is your digital prediction for 2013?
Maybe you can tell by the campaigns I picked above that I am interested in quality video content. So I will be suggesting making good, original content in our Handpicked Media proposals to clients, and ensuring that you have platforms that will want to host it and people who will genuinely be interested in watching it.

What luxury gift would you like for Christmas?
World Peace and most coats from the Burberry Prorsum line

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Laura Bacharach
Editor of Pure Prestige Magazine


What was your favourite digital campaign from a luxury/premium brand in 2012? 

I love illustration, so I adored the Nina Ricci ‘Gif Art’ campaign to promote its new La Rue bag range, which combines fashion photography with the illustrations of British artist Jo Ratcliffe. Simple but so effective.

What is your digital prediction for 2013?
More innovation from beauty brands, as they follow in the footsteps of fashion labels to bring their brand ethos to life online, evolving from the straight beauty tutorial to more engaging content such as Chanel’s ‘ I love Chanel‘ film for Rouge Allure lipstick on its US website.

What luxury gift would you like for Christmas?
Having rounded-up all the best beauty products from premium brands for a Christmas gift special in Pure Prestige magazine, I’m torn between a Nars Andy Warhol Silver Factory gift set, and a Selfridges exclusive MAC Sinfully Chic Face Kit.


Marcus Watson
CEO of Adoreum


What was your favourite digital campaign from a luxury/premium brand in 2012?
Burberry continues to be the leading luxury brand in terms of innovation. The launch of its new London store on Regents Street demonstrated how it is now elegantly integrating its online with its offline activities.

What is your digital prediction for 2013?
I believe 2013 will be the year that the luxury watch brands really start to see significant online transactions.

What luxury gift would you like for Christmas?
A Belstaff jacket would be a very welcome gift.


Bruce Sandell
Managing Director and Publishing Director of Rouleur


What was your favourite digital campaign from a luxury brand in 2012?
Rapha Racing’s Imperial Works Range – only available to their highest spending customers. Beautifully produced and well thought through high quality products. A lesson in making an already highly desirable brand even more desirable and getting customers to spend more money to even get a look at a range.

What is your digital prediction for 2013?
Less is more, more focus on better curated quality content online – there is only so much time in the day and I need more time to get outdoors and ride my bike.

What luxury gift would you like for Christmas?
A lovely bespoke Grupetto Italia bike – handmade by artisans in Italy to the owners exacting standards…..and one for my son also, they have launched some replica children’s bikes as part of the new range.

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