Kenneth Arnström Global Category Marketing Manager, Scotch /Diageo
Mr Arnström managed House of Johnnie Walker and Classic Malts with a strategic marketing responsibility within travel retail. He has had double digit growth for 3 years in a row with a very strong performance on super premium brands within the portfolio. His focus has been on global coverage with a strong focus on Asia and United States.
Instorescreen has played an instrumental role in our investment into digital media marketing. They understand how important it is for exclusive brands, like ours, to integrate the product identity into the overall solution. This approach leverages our previous marketing efforts effectively while taking our branding to the next level. The result of integrating our current product packaging with digital media has created a unique communication channel with our customers and attention to our products on the store shelves.
This approach of marketing our products is essential today in order to stand out at the point of product display. Most of the marketing today is done too far away from the actual product and the point of purchase. The creative integration of digital media marketing at the point of sale is a natural evolution of our marketing efforts, and the Instorescreen implementation has allowed us to capitalize on our previous marketing investments.