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Name the change


Recruiting Marketing Directors is notoriously difficult. And asking them to demonstrate their skills is understandably unpopular. But with AkzoNobel, we’ve found a way to understand capability as part of the recruitment process. We began by defining the skills and behaviours they were looking for, using functional and leadership capability frameworks. Then we created a series of exercises designed to demonstrate these skills.

Make it stick


The resulting simulation encouraged candidates to demonstrate their ability to analyse brand performance, evaluate competitor brands, meet customers and develop financial models. Critically, it was structured enough to ensure candidates demonstrated their skills, but flexible enough to allow for the individual interpretation expected at such a senior level.

Questions we’ve answered...



How do you know if good is good enough? Measuring and tracking the capability of your team.

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How can you affect long-lasting change in an organisation, which is globally dispersed?

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How do you bring local markets together around the world to develop a global campaign that works for all?

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How do you unlock the power within your Brand Truths?

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How can you improve connections with your consumers by telling a story?

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Find out how we can help your team reach its potential...

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