Nike took a risk by using Colin Kaepernick in its recent “Just Do It” campaign. Will the forces that convinced Nike to make this bold move help the brand weather the sea of negative push back or will the naysayers break the brand that has been a staple since 1964?
Annie Hanson assists clients in conducting market research, developing effective marketing strategies, and advising them on communication strategies. She works with Fortune 500 clients and has experience conducting qualitative and quantitative research across a wide range of sectors, including pharmaceuticals, insurance, education, professional services and financial institutions. Her experience in qualitative and quantitative research includes working with physicians, patients, business decision-makers and consumers. Annie’s work, both domestic and international, concentrates on new product development and launch strategies as well as optimizing marketing communications and product positioning. Annie is particularly interested in why and how people make the decisions they do and how companies and organizations market themselves to influence these decisions.
Prior to joining HawkPartners full-time, Annie interned for the firm. During her internship, she helped an insurance company explore potential areas for growth by assessing emerging customer needs and evolving market dynamics through a combination of quantitative and secondary research. She also assisted in exploring brand perceptions, reputations and consumer expectations for a client via qualitative research.
As a lifelong Bostonian, Annie loves “her” city’s teams, and unlike in her work, is not objective about this. Besides the city’s sports, Annie also loves Boston’s proximity to the mountains and the ocean and when not working can often be found on the ski slopes or tennis court.
Annie received a BA in Sociology and Political Science from Williams College.
Perspectives by Annie Hanson Gilmore
Look at how to engrain behavioral economics into marketing and research efforts. Understanding these principles is critical to positioning your brand to win