CLICK TO WATCH : ‘ PHILIP MORRIS INTERNATIONAL – CREATING A SMOKE-FREE FUTURE ’
55 stranger to creating cultural paradigm shifts on a budget . Philip Morris was also interested in the fact that she had “ done a lot of things that had gone viral ”. “ I wanted to prove that you didn ’ t need money to make news ,” she says . “ You needed conversational currency .” Salzman proved that point in 2003 during a campaign for beverage giant Miller Beer . “ I was the person who publicised and promoted the word metrosexual . It was 2003 , and we needed a place for Peroni to live in the market in adjacency to Stella Artois and the rise of designer vodkas for men .” Salzman found the word in use by the New Zealand media . Armed with a research piece entitled The Futureless Gender , Salzman was featured on the front page of the UK newspaper The Daily Telegraph explaining the term . In 2003 , the American Dialect Society named metrosexual its word of the year , “ and the rest is sort of buzz marketing history ”. While her success as the propagator of metrosexual is an undeniable demonstration of Salzman ’ s ability to shape the global conversation
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