I practice the art of looking sideways
As of this week, Fitzroy starts a new chapter. With the arrival of Danish Pernille Kok-Jensen as Director Cultural Insights, we want to focus even more on the detection and translation of cultural insights. Pernille comes from the renowned research agency MARE, where she developed and led the trend department for over 11 years.
Who is Pernille?
Pernille Kok-Jensen: “I’m curious about people and about how different mindsets, behaviors and use of information can lead to changes in society. I practice the art of looking sideways to detect unique cultural insights before they become mainstream. A necessity for brands where shifts happen very fast like FMCG and youth brands. But definitely also for companies with empty innovation pipelines. I won’t be filling these, but I can plant the seed for something good I believe.”
Why did you choose for Fitzroy after 11 years at MARE?
Pernille Kok-Jensen: “What I really like about Fitzroy is that, in accordance with their philosophy, they truly try to take clients along in the Zeitgeist. A word that keeps coming back in our conversations. With my experiences, my connections and my outside-in approach, I want to help Fitzroy’s clients unravel this Zeitgeist specifically for them. Not every brand has to operate on the Zeitgeist, but it is crucial to know where the world – or better said: the world of their target audience – is moving to. You can of course use the discovery of a cultural insight in a campaign. But to me, it is much more the start of a futureproof strategy. I recognize myself in the show don’t tell principle that Fitzroy employs. I cannot wait to contribute to the realization of in-house brands that make the Fitzroy philosophy tangible.”
Have you worked with Fitzroy before?
Pernille Kok-Jensen: “I have. About a year ago Fitzroy approached me to help them with cultural insights that they could use for the repositioning of Kornuit, and the campaign resulting from that. It was a very nice cooperation. And I’ve known Marnix and Jur longer than that because we have mutual friends.”
What will you be doing exactly?
Pernille Kok-Jensen: “It is quite simple actually: Fitzroy wants their strategies to be even more effective. You can achieve that by measuring, testing and adjusting everything during a campaign. Fitzroy already does that. This is for them ‘the new next thing’: developing even more effective strategies and concepts by becoming even more culturally relevant. Also for international clients and clients with international ambitions. The better brands understand cultural context, the better a campaign can work. We achieve this by means of qualitative, interactive mini-sessions which generate ‘mini-data’. This could be interviews with the target audience, but also with experts from the vanguard and leading initiatives, here and abroad, from which we can learn. We never do this alone, we always do this in cooperation with our clients.”
Jur Baart, co-owner of Fitzroy: “Our agency leans very heavily on strategy. We spend a lot of time on guiding clients in making choices in the preparatory phase, so we can receive sharper briefs. Often, we lack in-depth knowledge on the cultural motives that effect the decisions of customers. We are very happy that Pernille is joining us, because her expertise enables us to help our clients thrive in the ever-changing society.”
Are you interested in a tailor-made trend presentation? Mail [email protected]