Dave

Vertu is the luxury mobile phone division of Nokia. But by mid-2004 Vertu was haemorrhaging cash. They simply couldn’t attract enough customers to pay £3,000 - £100,000 for a mobile handset.  Vertu asked Dave to help turn the brand and business around.

We quickly identified the task was to profile its core audience, then to build a communications platform to create awareness and drive conversion and sales.

Using an attitudinal and behavioural segmentation we identified a category of luxury consumers motivated by outward displays of success.  Our task was to make the Vertu brand a clear trophy for our primary target segment around the world.  

Once we’d defined the brand platform, we then acted as an outsourced marketing department, responsible for everything from retail strategy & design and product marketing through to advertising and sponsorship.

Vertu is now held up by the luxury marketing fraternity as a case study in how to establish a luxury brand.  Within one year revenues increased 141% and Dave's work has also been recognised by Marketing Magazine and the Marketing Society.