PREMiUM. is a data | strategy | activation business obsessed by … well … all things premium. We are Australia’s number-one premium consultancy because we know more about premium consumers than anyone else. And because premium is all we do. It’s all we ever wanted to do.
That’s why our partners and the NEO creator worked for and on many of the world’s great premium brands – in Australia, the UK, and North America. Brands like LVMH, Moët Hennessy, Lexus, American Express, Qantas, David Jones, Four Seasons, Relais & Chateaux resorts, among others.
In Australia, we have offices in Sydney + Melbourne. And, representatives in Canada, the US, and England.
At the heart of PREMiUM. lies three valuable assets:
- NEO premium consumer data & insights
- A premium strategy process
- Premium activation tools and partnerships
PREMiUM. has an exclusive IP license to the NEO population classification. NEOs (new economic order) are premium consumers with the highest value-potential. Audit giant KPMG (US) accredited NEOs as the gold-standard premium consumer typology. .
Representing around a quarter (24%) of the population, NEOs (and Aspiring NEOs) account for more than three-quarters (77%) of consumer spending. NEOs earn more and, more importantly, spend more than anyone else. Ninety-one percent of NEOs are in the Big Spender category, that’s the top-third of discretionary spenders in the economy. Read more about NEOs here.
PREMiUM. has a partnership with the Roy Morgan Research Institute and its data scientists. The NEO algorithm is embedded in Roy Morgan Single Source, the most comprehensive consumer database in the world. This enables us to see what NEOs are thinking, feeling, doing, and hoping in Australia, New Zealand, the US, and the UK. Deep data+deep insights+deep thinking = profitable growth.
At PREMiUM. we love working with premium brands. But we also love unlocking hidden value for commodity brands like Telstra and Energex Retail by creating high-margin premium platforms that deliver elevated profit and sustainable growth.
It’s simple, really. If it’s premium we love it. And so will you.
What they say
The NEO strategy really just clicked. It totally influenced our choice of media and creative. We found we were selling Lexus vehicles to people with similar attitudes and zest for life – whether they were 26-year-old professionals or 55-year-olds.
In the NEO economy, the more expensive the Champagne, the less difficult it is to sell. Our prestige cuvees – Dom Perignon, Krug, and La Grande Dame – enjoy a loyal NEO following – for whom price is just not a major determining factor in the purchasing equation. And that experience is consistent across our world markets.
NEOs allowed us to better understand our clients’ value potential and develop a strategy that differentiated us from our competitors.