To drive the value from a global joint venture, our client invited us to reimagine their end-to-end marketing operating model. They needed to create an ecosystem that leveraged an extensive range of capabilities to amplify the appeal of their brands and realize their growth ambitions.
We developed a new consolidated marketing ecosystem through running Accelerator events to identify and validate global market-specific insights. We led the evaluation, selection and onboarding of agency partners. The scale of change merited a global change management and communications program that we designed and managed.
Despite the challenges posed by COVID-19, we launched and ran successful US pilots while new agency partners were evaluated and onboarded. We ensured that must-win market requirements underpinned the operating model. Finally, we readied the US market launch of the new ecosystem and prepared the global team through effective change and communications management.
Summary of work
- Marketing strategy
- Marketing operating model
- Business readiness
- Change and communications
