'If you know' campaign
challenge.
GfK needed a campaign that could scale globally while staying consistent and usable across different markets.
The work had to balance storytelling with data-led insight, positioning GfK as an expert without becoming overly technical or difficult to engage with.
At the same time, regional teams had varying levels of support. Some markets could execute independently, while others, such as Singapore, needed more hands-on assets and templates to ensure consistency.
The challenge was to create a system that worked across regions, channels and levels of capability, without losing clarity or control.
solution.
I worked on developing a campaign system that could scale globally while remaining simple to use and consistent across all markets.
We built the campaign around real business stories, positioning GfK as a trusted partner that helps brands make better decisions through data.
The 'If you know' platform anchored the messaging, reinforcing the value of insight in a clear and confident way.
Visually, we introduced a flexible grid system supported by cinematic imagery, with a consistent use of orange crosses to highlight key insights. This created a recognisable structure that could be adapted across formats and regions.
We delivered a full set of guidelines and assets, including digital, social, micro-video and print. For markets with less support, we created additional templates, including PowerPoint decks, to make rollout easier and more consistent.
The campaign was well received and later extended into GfK’s event programme.
We applied the same system to the Germany Insight Summit and developed a global event toolkit covering digital assets, presentation templates, merchandise and on-site branding.
This ensured a consistent brand presence across events while giving regional teams the tools to execute independently, without compromising quality.
challenge.
GfK needed a campaign that could scale globally while staying consistent and usable across different markets.
The work had to balance storytelling with data-led insight, positioning GfK as an expert without becoming overly technical or difficult to engage with.
At the same time, regional teams had varying levels of support. Some markets could execute independently, while others, such as Singapore, needed more hands-on assets and templates to ensure consistency.
The challenge was to create a system that worked across regions, channels and levels of capability, without losing clarity or control.
solution.
I worked on developing a campaign system that could scale globally while remaining simple to use and consistent across all markets.
We built the campaign around real business stories, positioning GfK as a trusted partner that helps brands make better decisions through data.
The 'If you know' platform anchored the messaging, reinforcing the value of insight in a clear and confident way.
Visually, we introduced a flexible grid system supported by cinematic imagery, with a consistent use of orange crosses to highlight key insights. This created a recognisable structure that could be adapted across formats and regions.
We delivered a full set of guidelines and assets, including digital, social, micro-video and print. For markets with less support, we created additional templates, including PowerPoint decks, to make rollout easier and more consistent.
The campaign was well received and later extended into GfK’s event programme.
We applied the same system to the Germany Insight Summit and developed a global event toolkit covering digital assets, presentation templates, merchandise and on-site branding.
This ensured a consistent brand presence across events while giving regional teams the tools to execute independently, without compromising quality.
social media assets.
