William Grant & Sons asked us to help their Global Connections Team (GCT) deliver greater impact. While central processes and toolkits existed, they weren’t translating into effective in-market execution. Local teams felt disconnected, opportunities were missed, and campaigns risked becoming fragmented.
We worked with WG&S to redefine the mission, structure and processes of the GCT – transforming them into true enablers of marketing effectiveness. This meant:
Building stronger collaboration between global, regional and local teams.
Refocusing time and resources on creating bigger, joined-up ideas that integrate brand, trade and shopper.
Simplifying and sharpening toolkits to provide clearer strategic direction.
Embedding a consistent communications process that drives alignment across markets.
Establishing a longer-term view of how brand communications should evolve.
The outcome is a reinvigorated global team with a clear remit: to connect disciplines, markets and ideas in a way that consistently drives more effective marketing execution worldwide.
