Problem solved

 Spotlight on

Category strategy.

 Client problem

Inconsistent understanding and approach to category thought leadership across countries causing regional inefficiency and suppressing growth.


Create a collaborative approach for selected markets to co-create a regional category strategy with regular builds from the other markets who acted as “challengers”.


Leveraged consumer/shopper similarities and referenced differences only when significant in the strategy build. Strategy was turned into action through the Category Execution Manual – a comprehensive “How to Guide” for turnkey deployment with fewer, bigger, similar activations that was deployed in markets by fully equipped Category Champions.


A shared agenda.
Increased use of common assets.
More effective use of marketing spend.
Top line sales and share growth.

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