This conversation explores two launches: both in the same sector, during a global pandemic but targeting two very different groups. The Infiniti Motor Company recently launched its QX55 and QX60 models and the pandemic opened opportunities to experiment with new launch strategies — and ultimately reboot its playbook. The discussion that features Wendy Orthman, Infiniti’s newly-promoted GM of global integrated brand, marketing and communications, in addition to Stephanie Friess, SVP at imre. Topics Covered: 02:02 Orthman on moving to Japan to join Infiniti just as Covid-19 enveloped the world 04:33 Friess draws parallels between automotive and beauty, retail & lifestyle 06:04 The QX 55 launch — and the unexpected pandemic pivot 08:12 How lockdown allowed the team to take unprecedented risks 11:20 How to replicate the sensory experience of buying a car during the pandemic 12:49 Rethinking exec comms around the ‘no suits rule’ 15:03 ‘It takes a village’ - a new way to approach the marketing mix 18:43 Getting real about the role of celebs vs more accessible influencers 21:00 How the ‘Claire’ persona for QX60 still included multicultural nuance 25:11 Lessons learned on integration

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