S06 E06: Julie Michael, CEO of Team One

Julie Michael, CEO of luxury brand agency Team One, speaks with Scott Kerr about how the company evolved from solely being the Lexus agency of record over 30 years ago to also helping brands like The Ritz-Carlton, St. Regis Hotels & Resorts, Cathay Pacific Airways, and others. Julie shares insights on a new segment of the affluent population referred to as the Global Affluent Tribe, the five values they have in common, and how luxury marketers should be speaking to them. She also discusses how Team One uses those insights to inform luxury client campaigns, what its cultural anthropology practice uncovered about how the modern affluent use their influence, its Legacy Lab think tank, and why data and analytics are at the core of the business. Plus: How the future of advertising is being shaped by the metaverse Featuring: Julie Michael, CEO of Team One (teamone-usa.com) Host: Scott Kerr, Founder & President of Silvertone Consulting About The Luxury Item podcast: The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry. Stay Connected: Twitter: @theluxuryitem, @scott_kerr, @silvertone_inc Email: scott@silvertoneconsulting.com Newsletter: brilliantcut.substack.com Don't forget to subscribe, rate, and review!