Luxury Marketing Summit: Diageo on board

LUXURY MARKETING MOET HENNESSY DIAGEO

Regional - Lawrence Law (pictured), director of brand engagement and relationship marketing at Moet Hennessy Diageo, has confirmed he will be speaking at the Luxury Marketing Summit 2012 in Phuket in May.

In a session emphasising the importance of real-life connections in a world dominated by digital marketing, Law will be speaking on the topic of events and experiential marketing. "Experiential marketing is going through a revival in ways where it is engaging the modern consumer with new and exciting things. Now, with greater competition, brands are differentiating themselves by increasingly focusing on this," says Law.

This is particularly relevant in the luxury sector, as Moet Hennessy Diageo recognises. For Law, experiential marketing goes beyond just store displays and branded events. In 2011, the company opened the Johnnie Walker House in Shanghai which serves as a key platform for connecting with wealthy clients.

"The House allows us to really engage with customers, to enhance their appreciation of the brand, its heritage and craftsmanship, and deepen our relationship with them. This in turn creates long term loyalty to the brand." Law will be explaining this in-depth in his presentation to his peers at the Luxury Marketing Summit.

Prior to his current post in Diageo, Law was the head of digital and relationship marketing for Diageo, working on leading brands such as Smirnoff and Guinness. Prior to Diageo, Law held several senior positions in marketing services agencies around Asia

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