Future-fit Story:
Taste & Nutrition Company
Proposing a bespoke acceleration model that can drive category competitiveness and growth in the digital age.
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Reveal
The ambition was clear; increase leads by almost 100% over three years, whilst maintaining an 8% lead conversion rate, generating double digit millions of incremental digital revenue. There was a big disconnect between ambition and ability.
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Release
Forming an in-house organisation called Commune; purpose-built to bring together different digital capabilities with Taste & Nutrition functions to strengthen collaboration, performance and innovation goals. A functional vision of “inspiring and nourishing the entire customer lifecycle.”
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Retrain
A blueprint was developed to shift from foundational to business-cultural digitalisation, built around five modules. Setting up Commune to guide acceleration, Digital Demand Generation via performance media, an Agile Content Studio and Account-Based CRM built around a CDP installation.
HITMXE®
moment of truth
Sizable ambitions met with formidable barriers. The company couldn’t win on buying scale because of bigger competitors with deeper pockets. Nor would it win on speed, because digital capabilities were stuck in a foundational mode.
The solution was a combination of precision and acceleration to focus and organize efforts across the customer lifecycle.
