"The Marketing of Two Venerable Luxury Brands:BACCARAT (since 1764) and ROLLS ROYCE (since 1904)"
Thursday, July 21, 2005 - Breakfast
(Seating limited to 75 on a "first confirmed" basis.)
"THE MARKETING OF TWO VENERABLE LUXURY BRANDS: BACCARAT (since 1764) and ROLLS ROYCE (since 1904)"
Time:
8am - 9:45am
Location:
Swissôtel The Drake, New York, 440 Park Avenue on 56th between Park and Madison (close to Park), The Broadway Room, 2nd Floor.
Speakers:
Victor Luis, President, Baccarat
Bob Austin, General Manager Communications,
Rolls-Royce Motor Cars North America
By invitation of Steve Howe, VP of Advertising, The Americas and Alicia Ivans, Director of Strategic Sales & Services, The Financial Times
Even if you happen to be one of THE venerable luxury brands worldwide, it's not enough any more to market on reputation and brand alone. In perhaps the most robust luxury market in U.S. history, world-class brand is but the price of admission into the 'best customers' hearts (2.2 million with liquid portfolios of $1million or more). The challenge for luxury marketers, even for marketers of esteemed luxury brands like Baccarat and Rolls Royce, is to remain acutely aware of the changing luxury market and customer, while strategically leveraging all facets of the marketing mix to the max.
Mr. Luis and Mr. Austin will explore the challenges of being known as the best of the best and how they are keeping their brands fresh, relevant and top of mind of the cognoscenti, the makers and shakers, the taste makers and people of affluence with an appetite for the very best and incomes to match.
By invitation of Steve Howe, VP of Advertising, The Americas and Alicia Ivans, Director of Strategic Sales & Services, The Financial Times
About Bob Austin
Bob Austin, General Manager Communications, Rolls-Royce Motor Cars NA, LLC, joined the newly formed Rolls-Royce Motor Cars team to head their communications activities about 3 months prior to the launch of the Phantom in January of 2003. It was a critical time, as this was the first model to be unveiled since BMW had acquired stewardship of the world's most highly regarded automotive name. With over 30 years of experience in automotive advertising and public relations, Austin's skills and network helped the newly formed organization to hit the ground running.
Before joining Rolls-Royce organization in 2002, Austin was head of Marketing Communications for Volvo Cars of North America. While in that position he was named one of the Advertising Age 100 in 1994, received a Golden Clio for 5-years of continuous creative excellence, and was chosen as a member of the Automotive News All Star Team in 2000. During his ten years in this role, Volvo's US sales doubled.
Prior to assuming the Advertising responsibilities at Volvo, Austin headed up Public Relations at the company for more than a dozen years. His career at Volvo began in 1970 when, like Rolls-Royce Motor Cars NA, it was a proud and relatively small organization.
Before entering the automobile industry, Austin taught high school science for one year in Park Ridge, NJ. He attended Milwaukee School of Engineering and earned a degree in Physics and Chemistry while attending Milton College in Milton, Wisconsin.
It is often said that if you love what you do, you will never actually work a day in your life. If this is true, then Austin-a genuine automotive enthusiast-may have never worked a day in his life. He lives with is wife Barbara, an artist, and school age daughter, Alexandra, in northern New Jersey. Their home is easy to spot as the garage is as large as the living quarters. The garage houses two vintage race cars, a Cobra, and an Avanti. A formula Super V race car in the living room completes the eclectic décor.
About Victor Luis
Prior to assuming his current post as President and CEO of Baccarat, Inc., the US subsidiary of the 240 year-old French luxury goods company, Victor Luis held various management positions throughout the Moet-Hennessy Louis Vuitton (LVMH) group.
He served as President and CEO of Givenchy Japan, Inc., the Japan operating unit for the Givenchy fashion brand and Regional Sales Director and Marketing Director of Jardine Wines and Spirits, Inc., a joint venture between LVMH, Jardine Matheson and Diageo to create a dynamic company for the distribution in Japan of internationally well-known brands including Hennessy Cognac, Moet & Chandon and Dom Perignon Champagnes, Johnny Walker Whiskey, Tanqueray Gin and Smirnoff Vodka.
Victor Luis holds a B.A. in political science from the College of the Holy Cross in Worcester, Massachusetts, and a Master of Arts degree in International Economics from Durham University's University College in Durham, England