Practical thinking, shared.

Learn how to identify common weaknesses when implementing broader brand strategies locally, and how to adapt plans to make them more effective in your market.

Explore how marketing can demonstrate its contribution to business performance and become a more influential partner in commercial decision-making.

See how to think about the balance between broad consumer reach and deeper engagement when planning marketing activities.

Explore the role of global brand campaigns and how to balance consistency with the needs of individual markets.

Learn how to evaluate marketing activities by considering reach, impact and cost together, and use that balance to make better investment decisions.

Explore the benefits and limitations of centralized marketing measurement dashboards, and what makes performance information genuinely useful for decisions.

Learn how to establish more productive relationships with marketing agencies through clearer expectations, responsibilities and ways of working.

See how to make quarterly business reviews more useful by improving their structure and focusing discussions on decisions and actions.

Learn how to organise the exchange of successful practices so that useful ideas can be shared, adapted and applied across teams and markets.

Explore what agencies need to understand about brand managers and how both sides can improve collaboration and the quality of their work.