Advised on and led the digital strategy and conceptual development for multiple pan-European product introductions of Canon’s first generation of digital cameras. At the time, the market was transitioning from analogue to digital — a shift that required trust, education and experience before purchase.
The strategy focused on:
This approach accelerated adoption, reduced uncertainty around new technology and created a repeatable digital go-to-market model for both consumer and professional products.
Why this work matters
This case illustrates how digital communication can function as a strategic adoption accelerator — long before “customer journey” became a formal discipline.
