table of contentS I. II. III. IV. V. VI. VII. VIII. IX. X. XI.
Who is Karim Lateef Key Milestones 2013 Key Milestones 2011-2012 Key Milestones 2010 Key Milestones 2008-2009 Integrated Local Marketing Excellence Strategic Pillars Local Influencers Capabilities: What We Do Testimonials Contact
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“People do not buy goods and services. They buy relations, stories and magic.” –Seth Godin Karim is an award winning consumer brand strategist, authority on the convergence of marketing and culture, and chief blogger for Craft Brand Theory, a makers lifestyle blog. Cutting his teeth at the New Orleans Jazz & Heritage Foundation, Essence Festivals Inc., Def Jam Records, Superfly Productions, the Multicultural Affairs Congress, and DeWalt, Karim developed a breadth of cultural and marketing experiences. Over the past decade, he has been trailblazing the beverage industry as a leading authority on multicultural and local marketing with Diageo and Moet Hennessy. Through his anthropological approach to local marketing, Karim engages with consumer culture as a member of the culture and defines it in its own terms. He believes consumer devotion is inspired by a brand’s ability to think beyond the liquid, packaging, and price to connect with the deeper emotional values shared across consumer cultures such as trust, community, reciprocity, and sustainability. His strategy has been regarded as a local marketing blueprint and attributed to regional success stories and accolades of spirit brands such as Ciroc, Smirnoff, Don Julio, NUVO, and Bulleit Bourbon. 3
Key milestones: 2013 Transformed Bulleit Bourbon’s local marketing strategy from a primarily trade focus to include an innovative consumer activation platform integrating traditional Advertising, key POS tools, ambassadors, PR, social media and cultural immersion through strategic event partnerships. Consequently Bulleit Bourbon became the fastest growing American Whiskey across all general and multicultural demos in the District of Columbia. DC was also the best performing market amongst the target 25-40 year old consumer segment as compared to the average U.S. markets.
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Key milestones: 2011-2012 Acknowledged by Sean “Diddy� Combs and Diageo senior leadership for leading local markets- DC, Maryland, and Delaware-to become the only 3 states whereby Ciroc vodka surpassed Grey Goose vodka as the #1 ultrapremium vodka. In Washington DC, Ciroc became the #1 overall spirit.
Source: DISCUS, 2012 Report
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Key milestones: 2010 Pioneered the spirits industry first ever unscripted reality TV show, Master of the Mix. Leveraging classical and unorthodox marketing expertise with his passion for Hip Hop culture, Karim found his sweet spot joining the Smirnoff brand team to drive the intense planning and activation strategy for the national marketing campaign. this included developing a digital ecosystem that acquired 1.6mm digital supporters who generated 250MM consumer impressions through Facebook, YouTube, digital radio, and Twitter integrations as well as OOH, in-store and events programming. Master of the Mix attracted an average of 10MM viewers across 3 seasons and 28 episodes on BET, CENTRIC, and later VH1 with on-air ratings +37% better than network time slot average.
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Key milestones: 2008-2009
Qream launch Collaborated with Washington Life Magazine & Brightest Yo u n g T h i n g s t o l a u n c h Pharrell William’s Qream Liqueur brand in Washinton DC to a crowd of 150 tastemakers and industry personnel.
Don julio senoritas Developed an integrated Don Julio sampling program consisting of key retail POS visuals, PR, social media, and high profile sampling events programming. The 6-month program generated +4% volume increase in Maryland and +75 menu features.
Crown royal CIROC CELEBRITY Crown royal barbershop INFLUENCER DINNERS black seeding Collaborated with MKTG agency and local Philadelphia and DC based barbershops to execute local market extension of the Crown Royal Barbershop program. Philadelphia activation delivered 15% more consumer engagement than the average US market activation.
Collaborated with Suite Nation to develop and execute over 20 celebrity and local influencer brand mentorship dinners in established and non-premise establishments. The dinners have generated over 1MM consumer impressions through social media and traditional media.
Collaborated with MKTG agency and local promoter group TeamBBC to launch Crown Royal Black in DC. The launch strategy consisted of a 3-month consumers sampling, trade education , locally relevant POS visuals, and lifestyle events programming. 7
5 Strategic pillars of local marketing Ø
Humanize the brand with a vision and message platform that acknowledges and resonates in local markets.
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Increase the agility of the brand by shortening the market feedback loop between corporate and local stakeholders.
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Streamline local market access to brand content, guidelines, and digital resources.
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Conduct ‘brand calibration’ sessions with local influencers to ensure that the brand is producing marketing programs that are culturally relevant and aligned with global standards.
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Ensure the local marketing strategy is a seamless, multi-dimensional brand experience for the consumer that reinforces the national message platform.
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INTEGRATED LOCAL MARKETING excellence Forward thinking brands must balance local, multi-channel relevance with global storytelling, thematic consistency, and economies of scale.
message platform national
events
Retail pos
Traditional & Social media local
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Karim lateef is a bridge to the culture “It’s easier to love a brand when the brand loves you back” Seth Godin
Risikat “Kat” okedeyi Lil SOSO PRODUCTIONS
Peter chang & Brandon hill No kings collective
Svetlana legetic Brightest young things
Stephen ball City paper
Marc barnes
Munch joseph hedrush
aba kwawu Taa PR
Kevin hallums & Jerome baker Rock creek social club
Maori Holmes Black star film festival
Sonjay decaires SonjE productions
L-R: king flexxa, dj Quicksilva, Sunni, anwaa Kong 10
WHAT WE DO
Experiential • Special Events • Local Culture Immersion • Original Content: Photo + Video • Customer Experience • Employee Engagement
strategy • • • • •
Brand Positioning Corporate Reputation Marketing Localization Brand Extension Marketing Plan Ideation & Development • Local Sponsorship Optimization
branding • Copywriting & Brand Voice • Competitive Auditing • Brand PR
Talent • Product Seeding • Brand Ambassadorship • Talent Identification & Procurement • Collaborative Products & Brand Partnerships
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Contact me KARIM LATEEF www.twitter.com/karimlateef www.facebook.com/karimlateefagency karim.lateef@gmail.com
www.instagram.com/kalateef
(484) 326 1341 Phone
www.karimlateef.com 12