El Segundo - The Internationalist has named Team One’s Chief Strategy Officer Mark Miller one of this year’s Internationalist Agency Innovators. The list highlights 31 advertising executives who are transforming the advertising business and are the “true unsung heroes” that are redefining innovation in the industry. A committee of past Innovators, The Internationalist’s Board and editorial staff selected the list.
The feature article discusses how Miller’s relentless problem-solving skills and transformational thinking have impacted his role at Team One, which includes uncovering strategic insights so that they can better resonate in brand conversations. One example is the recent positioning solution for advertising and operations developed for The Ritz-Carlton brand. Miller helped to establish the “Let Us Stay With You” positioning, which encourages consumers to let the memories and experiences shared during their time at The Ritz-Carlton resonate beyond their visit.
To develop this positioning, Miller and his team conducted extensive research in order to better understand the things that divided and united global affluent consumers. Since the global research they desired did not already exist, they had to create it. The result was the Global Affluent Tribe study that has changed the way Team One now markets premium brands to affluent consumers.
The feature article can be viewed here: http://agency-innovators.typepad.com/agency_innovators_2013/mark-miller.html