30 MAY 2022
Partha Kabi, Global Director SK-II, MediaCom, spoke with Gaurav Virkar (GV), Global Head of Media at SK-II, in our first InConversation With from APAC.
Taking inspiration from the Centre Lane and VS. campaign, Partha opens by asking how SK-II uses storytelling in luxury brand marketing, which GV stresses comes mainly through authenticity that must run through all communications - purpose for example goes to the heart of SK-II's heritage.
GV explains how brand building and performance marketing are two sides of the same coin; in the long-run brand building helps to drive performance marketing. GV also discusses how the brand is keeping a close eye on emerging platforms and that technology will play a key role in their future success.