Alaina Crystal

Former Deputy Head of Strategy at AMV BBDO, now a gender equity consultant, creative strategist and coach. Helped transform Barbie from a lightning rod to a beloved icon.

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Feb 4, 2025 • 41min

APG Creative Strategy Awards: How great strategy drives business growth

Alaina Crystal, a creative strategist and gender equity consultant who played a key role in Barbie's transformation, joins Craig Mawdsley, founding partner at craig + bridget, known for innovative supermarket campaigns. They share insights on how Barbie evolved into a cultural icon through strategic repositioning and how Sainsbury's revitalized its brand by encouraging customers to try new products. Their discussions reveal the power of strategic thinking in driving business growth and customer engagement.

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