Bluemarlin launches new consultancy division Mettle Thinking in Asia led by GM Marion Micoud

Bluemarlin Group has launched Mettle Thinking, a strategic consulting business unit that will apply provocative and transformational thinking to broader, more complex business and brand challenges relating to product, category, market, consumer, innovation and sustainability.

“The rules have changed. Our clients’ needs have changed. And that’s why we are changing,” commented CEO Sally O’Rourke. “Bluemarlin Mettle Thinking will help brands grow by giving them the strategic edge they need in this post-demographic, insta-connected, hyper-realistic, digi-cultural age. In addition to leveraging the unparalleled talent within Bluemarlin’s global network, we will be bringing in outside experts and involving the consumer as a participant in the process of developing distinctive, actionable strategies that clients can implement quickly and see a clear link to ROI.”

Bluemarlin Mettle Thinking’s Asian-Pacific hub will be headed by Marion Micoud (pictured), who has recently been appointed as General Manager Asia based in Singapore. With diverse experience in the development of branding programmes, Micoud has worked for a number of global and regional brands under the portfolios of Unilever, Ferrero, Multi-Bintang, Total, Nestle, Cerebos, L’Oreal and Rio Tinto.

“I’m very excited about spearheading Bluemarlin Mettle Thinking in Asia,” commented Micoud. “With its focus on creating strategies that disrupt and challenge convention whilst understanding the implications of commercial needs, I believe that Mettle Thinking is extremely relevant to brands and businesses in the Asian-Pacific market as it continues to evolve.”