Digital, without the noise.
This wasn't about selling more pet food. Across brands, markets and teams, digital meant different things to different people, and that slowed everything down. The brief was alignment, confidence and momentum. Less media, more meaning.
We started by listening, with stakeholder interviews across markets to find the confusion. Then we reframed digital as a means not an end, a tool to support marketing fundamentals. A jargon-free training module followed, backed by a scorecard and a decision framework for when to go global and when to go local.
What we did
- Led multi-market interviews to surface the confusion points
- Reframed digital as an enabler of marketing fundamentals
- Built Digital Without the Jargon, a hands-on module for senior teams
- Introduced a scorecard tied to clarity, consistency and confidence
- Created a decision framework for local vs global investment
The numbers
Structure Before Spend was adopted as a global leadership mantra, and the work is cited as the blueprint for future capability rollouts.
Not digital fluff. A proper rethink of how we work. Clear, strategic and highly usable.Regional VP, Mars Petcare
Let me know what's stuck.
A short note about where things are jammed is enough to start. I'll tell you honestly whether I can help, and where the real problem probably sits.