The Marketing Transformation Challenge:
Build a sustainable and integrated process to deliver better Christmas Campaigns and increase sales.
The Marketing Transformation Solution:
- Gain alignment across 14 departments and 7 agencies.
- A new ‘go to market’ plan and process to be implemented for Christmas.
- A new campaign scheduling tool.
- Define workstreams and RASCIs for quick wins over the Christmas period.
The Outputs and Benefits:
- Systems put in place to create an integrated marketing structure.
- A brief for supplier funding based on consumer insight and a multi-channel opportunity as part of the “master” campaign brief to identify hero promotions/offers.
- Digital/offline integration.
- Fully integrated customer journey planning process.
- Improved supplier funded activity process.
- Creation of an integrated and shared content calendar and content to-do list.
- Process for budget agility.
"You’d got your head around the challenges we face and drew them out really well, keeping ownership of the problem and solution within the group.”