During 2012-2015 I transformed the Philips account - initially a purely qualitative research business in Germany - into a multi-million qual + quant + consultancy business, and TOP30 global Kantar (Millward Brown) account.

My focus had been the Philips Consumer Lifestyle division, where the 3 biggest projects have been award-winning shaver campaigns for:

• Click&Style
• Shaver9000
• ONEBLADE

Shaver9000 is Philip's most premium model = technology flagship model with constantly improved technology + features.

Besides moderating the German qualitative research, I led the global qual research to explore shaving behavior + needs & frustrations discussions = trying to generate insights within the absolute premium segment to be applied in Philips' 'Global Campaign' development.

We (Philips global HQ + respective regional and local teams + creative agency + research consultancy) tested several routes + directions globally to find commonalities + differences for most efficient + effective 'Global Campaign Development + Production' ...to be planned for the first time ever in one central location with one global key message/copy:

• Contour Detect Technology
  + moves in 8 different Direction (8D)
  + to Detect & Hold every contour
  + Catching & Cutting more hair in every path

• Furthermore, Philips had a new cooperation with SpaceX 🚀
  
  = in all global key markets the umbrella idea was:
  'Shave in Space' + 'Win a Trip to Space' competition
• Meanwhile, Philips Germany had BVB Dortmund (later Liverpool and now Global Red Bull) Cult-Coach Jürgen Klopp as Brand Ambassador
  
  = The charismatic + emotionally loaded coach was/is famous for his 3-5 days beard
  = he is definitely not clean shaving!
  💥 However: Philips made him do it!
  + you can also see the 'attempt' to bring SpaceX into 'that' commercial, too