Our discovery research included broad stakeholder engagement, ethnography, primary customer immersion, commercial modelling, expert interviews and organisational research - helping to unearth the unique drivers of value for the business and its customers. Together, they formed the basis for a future vision that would energise the business, excite customers and have a significant positive impact on local communities.

With a diverse portfolio of brands, the strategy needed to balance economies of scale with creative freedom. Alongside a strategic vision and roadmap, we developed a creative toolkit that gives each brand freedom to develop initiatives that will make the greatest impact in their region, leaning into emerging customer needs and behaviours while leveraging the global power of the group. The strategy will enable the group to maximise the value that they create from these unique assets - building brand familiarity, preference and revenue growth amongst local consumers and global fans.