We helped the client shape the way they thought about marketing and made marketing decisions. With our help, they adopted a customer insights–driven approach to brand planning. To create a common approach worldwide, we developed a training program and coached more than 800 individuals across 25 countries. The result has been stronger brands and increased sales.
The McKinsey and client teams’ work transformed attitudes and motivation across the marketing staff and sales force.
The client said:
- “The feedback from the teams involved in the pilots has been superb. The enthusiasm has been significant. Our people can really see the value of what they are personally going to get out of the program: an approach that builds on what we already have, and an approach that is going to work.”
- “This is the best training course I have ever done during the 11 years of my career here.”
- “What I will remember is the homogenous way of working and this team that now sticks together: a team that has the same vision of the future.”
- “This is a major priority for the business unit: not just this year, but for the years to come. I think this is not only a project—not just a "one shot," but something that will develop in the coming years so that we can perform even better.”
We helped the client reshape the way they thought about marketing, the way they made decisions, and the way they analyzed information. That pushed the quality of their brand planning to a higher—and more consistent—level. “It changed the client’s daily work life,” one team member said.
“People learned to think about their brand planning differently,” an engagement manager said. “People still mention to me that the most important thing was the ability to question, the ability to challenge, the ability to identify the right questions.”