The Luxury Item with Scott Kerr

Scott Kerr talks with Maria von Scheel-Plessen, Global Head of Media and Advertising at the German luxury brand Montblanc about the industry's accelerated digital transformation and her responsibilities overseeing media and advertising strategy across all online and offline channels for the the luxury maison. Maria discusses some luxury customer insights and personas that surfaced during the pandemic, why she's excited about new technologies like predictive buying technology and attribution modeling tools, how the company approaches the Chinese market, the role influencers in the marketing mix, and why she wants higher brand safety and ad viewability standards adopted across the industry. Plus: Why luxury brands need to hire more data scientists and engineers.

Featuring:
Maria von Scheel-Plessen, Global Head of Media and Advertising at Montblanc (montblanc.com)

Host:
Scott Kerr, Founder & President of Silvertone Consulting

About The Luxury Item podcast:
The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry.

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Stay Connected:
Twitter: @theluxuryitem, @scott_kerr, @silvertone_inc
Email: scott@silvertoneconsulting.com
Newsletter: brilliantcut.substack.com

What is The Luxury Item with Scott Kerr?

The Luxury Item is a podcast on the business of luxury, and the people and companies that are shaping the future of the luxury industry. Join marketing and brand expert Scott Kerr for insightful discussions with business leaders and innovators on topics that matter most for the global luxury industry. The show shines a spotlight on the challenges that are creating a new competitive landscape in the luxury sector. You'll get valuable insights and takeaways that will hopefully inspire you to rethink your strategies and unlock new growth opportunities.