Two Words employs a flexible, autonomous, project efficiency driven structure based on assembling the right team for the right project at the optimum cost/quality ratio.
Two Words executes global projects through a vast network of Eastern and Western experts and agencies across branding, marketing, futures, design, creativity, and innovation.
Two Words is the brainchild of Panos Dimitropoulos, a seasoned semiotician and senior cultural strategy expert with over 20 years of experience advising some of the world’s largest brands at the highest levels.
Panos lives and breathes culture, possessing holistic cultural proficiency by both analysing and producing it through market research and conceptual art.
Having lived and worked across theWest and East for three decades, he has developed extensive expertise in analysing how brand meanings evolve and circulate within and across such diverse markets.
For the past 12 years Panos led Kantar’s cultural strategy team, based in Shanghai, deep diving into China’s uniqueness and evolution, comparing Asia with the West as well as assessing global markets.
He studied semiotics, marketing, and culture at the Universities of Kent (BA), Hertfordshire (MA), and GoldsmithsCollege (MA), before working for various marketing, branding, and advertising agencies in London.
Working with Lindt to develop a China-relevant positioning and communication strategy, leading to a 39% growth in revenue.
Helping L'Oréal China to formulate and implement its corporate purpose around the meaning of "Good Consumption".
Winning the Global CMI Agency Partner Excellence Award for helping Unilever decode the meaning and evolution of beauty in seven strategic global, and developing both local and global strategies across its portfolio.
Guiding Disney in understanding the meaning of science fiction in China and localizing the Star Wars promotion accordingly, contributing to the highest-grossing opening of the saga at the time.
Identifying disruptive product innovation opportunities for Givaudan around topics such as flavored alcohol, cheese and spiciness.
Advising Coca-Cola on the evolution of trends and mindsets in the post-COVID era, and their implications for packaging design.
Assisting Adidas with design trends for product innovation that brings to life the new positioning for the Superstar line.
Exploring the future of retail for L'Oréal's C-Suite and advising on how their brands can evolve their retail experiences.
Panos has outstanding skills in semiotics, helping us dial up selected brand attributes which really matter with consumers, and positively impacted our business. Yet I like Panos not just for his expertise, but also for his fun personality and his inter-cultural skills.
Thomas P. Meier,
CEO, Ricola Group
Panos is a master at "cultural insights and semiotics", an excellent, intelligent and reliable business partner to work with. He led complex projects that require finesse and collaboration to decipher trends, navigating across different cultures and extracting tangible, actionable knowledge.
Stephane Wilmet,
CMO,
L'Oréal China
The depth of insight provided a long-term perspective by capturing how the market will change, which guided the brand reposition and development of a powerful campaign. As a result of the project, the Lindor business grew by 39% and led the growth of Lindt China total business.
Jenice Xu,
Head of Marketing,
Lindt China
The work done on this project was fantastic! The market future states and how to activate them that came out were not only interesting and informative, but also extremely helpful to understand from a business standpoint.
Lisa Tsai,
Consumer Insight Manager, Kohler Co
Great effort to deliver high quality and mind-opening work! The trends and content were very rich and guiding for specific communication development. Overall, the work has transformed the way we think and judge creative content.
Nie Jing,
Head of CMI, North Asia, Unilever
I've done several semiotics studies before. The job was great! The cultural evolution interpretation and innovation opportunities identification were crystal clear and efficiently cascaded to all the relative functions.
Ellen Wang,
Givaudan CSI Lead, Greater China & Korea
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