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Starting with February 1, 2019, Iulia Pencea took over the management of Nielsen Romania, the largest market research company in the retail audit segment at local level. From the new position, she plays an important role in continuing the growth of Nielsen’s business in Romania and at the same time, in strengthening the good reputation of the company in terms of quality of services, deliverables and consulting offered to customers.
Iulia Pencea has extensive experience in different industries and research methodologies, working in markets in Eastern Europe and the Middle East, where she has fulfilled a series of strategic roles with growing leadership responsibilities. Between December 2016 – January 2019, Iulia held the position of Consumer Insights Leader for Romania, previously as manager of the team dedicated to a strategic client, regionally coordinated from Nielsen offices in the United Arab Emirates.
Presentation summary: Brands follow consumers, they follow the changing demographics, they follow the cool kids/the early adopters, looking at lifestyle and creating products that fulfill needs.
Our lives are transforming, thus our needs are different and sometimes we don’t even know that we need what we need.
Traditional boundaries continue to blur at many levels and markets: Categories are overlapping more than ever, retailers strive to keep up and brands find it difficult to track the leakage from their categories.
From the the brookie and the cronut to B-Life Botanicals and BB Cream – what is it your brand’s potential to blur?
Which are the brands that have done this successfully in our market or internationally?
Hot prospects of a blurry horizon.