Creating the future of marketing
Pernod Ricard is the co-leader in the global wines and spirits sector, with a wide portfolio of premium brands including Absolut, Chivas, Martell and Malibu. Brand Learning has worked with Pernod Ricard to respond to the challenges of the digital age, in a wide-reaching initiative designed to look at the future of marketing for the next five to ten years.
Pernod asked us a powerful question: “How should we build consumer demand for our brands in the next five to ten years?”
To answer it we worked closely with the Commercial Leadership Team, interviewed senior internal and external stakeholders, and conducted a programme of face-to-face, interactive workshops to generate tangible recommendations.
We identified implications for the organisation structure and operating model, new ways of working and emerging roles. We then helped build internal alignment around a marketing manifesto to provide clear vision, and a plan to operationalise through simplified tools and process, a future-focused skills framework and experiential learner programmes.
It’s exciting, far-sighted work, leveraging our latest thinking on customer-centred organisation design as well as our new growth framework that places customer experience at the heart of the strategic agenda.
Watch Martin Riley answer questions on how to achieve consumer-centred growth:
Published with kind permission.
If you would like to learn more about the work we do at Brand Learning, please contact us.
BRAND LEARNING has provided strong structure, focus and support to our key Future of Marketing project. Their experience of working with other clients in this area and their understanding of marketing capabilities and organisation, has brought a great deal of value and insight to the project. Martin Riley, CMO