Anders Holmberg Lange – Head Of Marketing at Gucci
Anders always thought he would be like his father, a factory worker doing the same job for 40 years, but faith wanted something else for him. He made an early choice to focus on building experiences instead of being active in school. He said this choice was actually the most important one he’s made in his career, and follows him to this day.
Anders is Head of EMEA Marketing for Gucci, a luxury goods & jewellery brand; also part of the Kering Group, a world leader in apparel and accessory products that owns a portfolio of luxury, sport and lifestyle brands. Gucci products represent the pinnacle of Italian craftsmanship and are unsurpassed for their quality and attention to detail.
Anders Holmberg Lange gets to tell Gucci’s story across all touchpoints from SoMe to Retail, E-Commerce, Influencer to Models. The way he tells Gucci’s story is through Gamification, a reward system where the consumer earns something. Higher engagement gives higher rewards. Anders will talk in more depth about how he’s integrated Gamification into Gucci’s flagship stores and the key components, pit falls, roadmaps, as well as how to build a social reward systems and the social vs benefits.