How a global FMCG player enhanced direct consumer relationships with agile marketing

The client

A global FMCG player felt the need for a change in their communicative strategy, from traditional marketing media push to building direct relationships with their consumers. However, their current organisational set-up did not support integrated online and offline marketing campaigns. As such, achieving true customer-focused communication seemed impossible.

The challenge

The CMO identified the need for a shift from channel-centric operations dominated by TV, to two-way communications powered by digital marketing. To increase brand loyalty, understanding and identifying consumer intent was key. This entailed aligning messaging with a unique brand voice. The ambition: 1 billion relationships with consumers globally.

The approach

New global and local capabilities were required in data & insights, media, 1:1 marketing and commerce. To this end, we were asked to transform the way marketing operates. Together, we designed a new agile approach and operating model. This entailed onboarding cross-functional teams in pilot markets to build new use-cases, and scaling talent and capabilities to make the marketing strategy a success. One of the successful marketing solutions developed was to produce a podcast series with Ginni Saraswati, a LinkedIn thought leader and media personality.