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ON A ROLL: HILARY PECK

Published on .

Hilary Peck joined Remy Amerique in 1989 after several years at package-goods companies and agencies. Her coup: creating a series of exclusive literary and cultural events at prominent venues for customers of the company's high-end liquor brands including Macallan Single Highland Malt Scotch whisky and Remy Martin Fine Champagne cognac.

Age: 35.

Title: marketing director, Remy Amerique Brand Group.

Goal: Creating a real-life dialogue with our customers through unique, unexpected events that never happen the same way twice.

Fact: The audience for single-malt liquor is estimated at 1.5 million; cognac drinkers are 3% to 4% of the total American population.

Opinion: Mass marketing doesn't work for a growing number of brands. Find the specific customers you want to reach and build a dialogue with them. Market to your customer's total range of interests.

Insight: Technology's pace is forcing people to seek new ways to spend their free time. Statistics show people are more interested in the arts, in cultural events and in hands-on events than in "virtual" activities.

Hot: Direct mail programs serving as continuity marketing channels for events.

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