Brand Activation Ecosystem and Ways of Working

Marketing Transformation Challenge:

Improve the performance of marketing in the area of brand activation. The new organisation and alignment (plus the every changing consumer) requires a new way of working, and a new approach to the brand activation agency ecosystem.

The Solution:

• Extensive data analysis
• Flock organised a kick-off workshop with key stakeholders from marketing and procurement presenting an evaluation of the brand activation agency landscape and process alternatives.
• Flock interviewed 14 marketing and procurement stakeholders across Europe.
• Flock led a ways of working workshop with a cross-functional European team in Zurich to align timelines and improve process, tools and templates.

Outputs & Benefits:

• Motivated teams
• Alignment on what good looks like for brand activation
• Improved process which brings brand activation at the heart of the process
• Aligned timelines, and improved tools and templates
• An aligned workstream plan and pilot projects with RACI’s
• Consolidated brand activation roster with significant savings