Thought Leader Spotlight: BJ Pichman

Behind the data are our world-class thought leaders. Over the next few months, we will be introducing you to the people responsible for Comperemedia’s industry expertise. 

Q: What topics do you specialize in? 

A: I spend a lot of my time working on custom projects for clients who are interested in streaming entertainment and services. However, I also cover insights for our technology and telecommunications clients.  

Q: How did you get to where you are now? 

A: I joined Mintel two years ago. Prior to my position here, I was a manager at Synovate (now Ipsos) in the omnibus department. After years of collecting consumer data I wanted to get closer to the action. Mintel allows, rather, encourages me to express my creativeness and curiosity in delivering competitive insights to companies. 

Q: If you could have lunch with anyone in your industry, who would it be and why? 

A: Edy Cue of Apple. I am amazed at how conservative and deliberate Apple is with their marketing. They manage to stretch their marketing dollars further than any of their competitors. Often times sales of their products/services outpace the competition with only a fraction of the ad spend.    

Q: Tell us about a brand campaign or shift in strategy that has recently caught your eye?

A: I am very impressed by Spotify’s year-end “Wrapped” campaign. For the past few years, Spotify has emailed out a report to its users that details their listening habits. Listening metrics are provided in the form of minutes spent listening to music, most listened to artists, genres, etc. Some fun facts are also peppered in. Last year they even took it out-of-home with takeovers in Time’s Square. The campaign is not only a reflection of a year’s worth of engagement, it has created viral attention. Users share and compare their stats on social media which further amplifies the campaign. Spotlighting the social aspect of Spotify is a brilliant way to differentiate the service from its competitors.

Q: What is your favorite part about your job?

A: The people I work with. We have a wonderful team of analysts, thought leaders, and directors that are truly committed to delivering the best insights to our clients. 

Q: Last but not least- tell a fun fact about yourself. 

A: Before joining Mintel, I took a 5-year break to pursue a passion project – starting a brewery. I was a founding member and head brewer of Forbidden Root, the first botanic brewery.