Corneliu Vilsan
September 13, 2019

152: What B2B Marketers Can Learn from Drinking (and Its Marketing)

Guest: Corneliu Vilsan - Director of Marketing Operations EMEA & LATAM, Pernod Ricard

At Drugstore Publicis, a luxury shop on Champs-Élysées, you’ll find more than a typical pharmacy. You’ll find Joel Robuchon’s L’Atelier Etoile restaurant, a bookstore, a cinema, imported olive oils, cigars, and wines. Plus, they are also actually a drugstore in case you need a prescription filled.

This summer, you may have also found host Drew Neisser chatting with Corneliu Vilsan, Director of Marketing Operations EMEA & LATAM for Pernod Ricard. Running the marketing of an international beverage titan, with a portfolio ranging from Jameson Whiskey, to Malibu Rum, to Absolute Vodka and far beyond, is certainly a tall order. On this episode, listen in as Corneliu shares how he does it, and the wide range of tools he uses, from influencer marketing, to cultural analysis, new approaches to data analysis and social listening, and more.

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Quotes from Corneliu Vilsan

We used to have normal tracking for measuring brand equity, but we're not satisfied anymore. We are working on something more forward-looking rather than just explaining what happened in the past.
In a clever way, we're using natural intelligence. Artificial intelligence by itself would not work.

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