During 2012-2015 I transformed the Philips account, initially purely qualitative research business in Germany, into a multi-million qual + quant + consultancy business TOP30 global Kantar 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 discussion trying to generate insights within the absolute premium segment to be applied in our 'Global Campaign' development.

We tested several routes + directions globally to find commonalities + differences for most efficient + effective 'Global Campaign Development' 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

• Globally 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 the commercial