2. 2
table of
contentS
I. Who is Karim Lateef
II. Key Milestones 2013
III. Key Milestones 2011-2012
IV. Key Milestones 2010
V. Key Milestones 2008-2009
VI. Integrated Local Marketing Excellence
VII. Strategic Pillars
VIII. Local Influencers
IX. Capabilities: What We Do
X. Testimonials
XI. Contact
3. 3
“People do not buy goods and services. They buy relations, stories and magic.”
–Seth Godin
Karim is an award winning consumer brand strategist, authority on the convergence of
marketing and culture, and chief blogger for Craft Brand Theory, a makers lifestyle blog.
Cutting his teeth at the New Orleans Jazz & Heritage Foundation, Essence Festivals Inc.,
Def Jam Records, Superfly Productions, the Multicultural Affairs Congress, and DeWalt,
Karim developed a breadth of cultural and marketing experiences. Over the past decade,
he has been trailblazing the beverage industry as a leading authority on multicultural and
local marketing with Diageo and Moet Hennessy.
Through his anthropological approach to local marketing, Karim engages with consumer
culture as a member of the culture and defines it in its own terms. He believes consumer
devotion is inspired by a brand’s ability to think beyond the liquid, packaging, and price to
connect with the deeper emotional values shared across consumer cultures such as trust,
community, reciprocity, and sustainability. His strategy has been regarded as a local
marketing blueprint and attributed to regional success stories and accolades of spirit brands
such as Ciroc, Smirnoff, Don Julio, NUVO, and Bulleit Bourbon.
4. 4
Transformed Bulleit Bourbon’s local marketing strategy
from a primarily trade focus to include an innovative
consumer activation platform integrating traditional
Advertising, key POS tools, ambassadors, PR, social
media and cultural immersion through strategic event
partnerships.
Consequently Bulleit Bourbon became the fastest
growing American Whiskey across all general and
multicultural demos in the District of Columbia. DC was
also the best performing market amongst the target 25-
40 year old consumer segment as compared to the
average U.S. markets.
Key milestones:
2013
5. 5
Acknowledged by Sean “Diddy” Combs and
Diageo senior leadership for leading local
markets- DC, Maryland, and Delaware-to
become the only 3 states whereby Ciroc vodka
surpassed Grey Goose vodka as the #1
ultrapremium vodka. In Washington DC, Ciroc
became the #1 overall spirit.
Key milestones:
2011-2012
Source: DISCUS, 2012 Report
6. 6
Pioneered the spirits industry first ever unscripted reality
TV show, Master of the Mix. Leveraging classical and
unorthodox marketing expertise with his passion for Hip
Hop culture, Karim found his sweet spot joining the
Smirnoff brand team to drive the intense planning and
activation strategy for the national marketing campaign.
this included developing a digital ecosystem that
acquired 1.6mm digital supporters who generated
250MM consumer impressions through Facebook,
YouTube, digital radio, and Twitter integrations as well
as OOH, in-store and events programming.
Master of the Mix attracted an average of 10MM viewers
across 3 seasons and 28 episodes on BET, CENTRIC,
and later VH1 with on-air ratings +37% better than
network time slot average.
Key milestones:
2010
7. 7
Collaborated with Washington
Life Magazine & Brightest
Young Things to launch
Pharrell William’s Qream
Liqueur brand in Washinton
DC to a crowd of 150
tastemakers and industry
personnel.
Qream
launch
Don julio
senoritas
Crown
royal
barbersho
p
CIROC
CELEBRIT
Y
INFLUENC
ER
DINNERS
Key milestones: 2008-
2010
Developed an integrated Don
Julio sampling program consisting
of key retail POS visuals, PR,
social media, and high profile
sampling events programming.
The 6-month program generated
+4% volume increase in Maryland
and +75 menu features.
Collaborated with MKTG
agency and local Philadelphia
and DC based barbershops to
execute local market
extension of the Crown Royal
Barbershop program.
Philadelphia activation
delivered 15% more consumer
engagement than the average
US market activation.
Collaborated with Suite Nation
to develop and execute over
20 celebrity and local
influencer brand mentorship
dinners in established and
non-premise establishments.
The dinners have generated
over 1MM consumer
impressions through social
media and traditional media.
Collaborated with MKTG
agency and local promoter
group TeamBBC to launch
Crown Royal Black in DC. The
launch strategy consisted of a
3-month consumers sampling,
trade education , locally
relevant POS visuals, and
lifestyle events programming.
Crown
royal
black seeding
8. 8
5 Strategic pillars of local
marketing
Humanize the brand with a vision and message platform that acknowledges and resonates in local
markets.
Increase the agility of the brand by shortening the market feedback loop between corporate and local
stakeholders.
Streamline local market access to brand content, guidelines, and digital resources.
Conduct ‘brand calibration’ sessions with local influencers to ensure that the brand is producing marketing
programs that are culturally relevant and aligned with global standards.
Ensure the local marketing strategy is a seamless, multi-dimensional brand experience for the consumer
that reinforces the national message platform.
9. 9
Forward thinking brands must balance local, multi-channel relevance with global storytelling, thematic
consistency, and economies of scale.
INTEGRATED LOCAL
MARKETING excellence
message
platform
events Retail pos
Traditional & Social
media
national local
10. 10
A Gatekeeper of culture &
Its INFLUENCERS“It’s easier to love a brand when the brand loves you back” Seth Godin
Risikat
“Kat” okedeyi
Lil
SOSO
PRODUCTIONS
Svetlana legetic
Brightest young
things
Marc barnes aba kwawu
Taa PR
Maori Holmes
Black star film festival
Sonjay decaires
SonjE
productions
Miles gray
Smith Commons &
Smith Public Trust
Stephen ball
City paper
Munch joseph
hedrush
Kevin hallums &
Jerome baker
Rock creek social club
L-R: king flexxa, dj Quicksilva,
Sunni, anwaa Kong
11. 11
• Special Events
• Local Culture
Immersion
• Original Content:
Photo + Video
• Customer Experience
• Employee
Engagement
Experiential strategy
brandi
ng
Talent
WHAT WE DO
• Brand Positioning
• Corporate Reputation
• Marketing Localization
• Brand Extension
• Marketing Plan Ideation
& Development
• Local Sponsorship
Optimization
• Ad Design
• Copywriting & Brand
Voice
• Competitive Auditing
• Brand PR
• Product Seeding
• Brand
Ambassadorship
• Talent Identification &
Procurement
• Collaborative Products
& Brand Partnerships
