Can a toy company’s executive team consider personalization and targeted marketing at scale?

Business Challenge

CPG or FMCG companies face the greatest transition as they embrace digital marketing and a new way of working has to be embraced at the top of the organization.  This toy manufacturer’s executive team needed a new model to manage campaigns.

Approach Taken

We worked with the head of strategy and the US executive team to define a thought leadership presentation for their executive offsite.

Impact

Follow up sessions were created for individual divisions.

Lessons Learned

• New models have to be kept simple to be effective.
• Don’t start with the technology, start with the business benefit.
• Leverage existing assets and thinking to lessen the transition required.
• Get buy in across organizational silos with senior executive sponsorship.

Team

This was a small team of senior agency leaders with support from analytics and marketing technology professionals.