Name the change
We’ve been working with Twinings to build a global marketing capability strategy to enable its teams to excel. We began by defining the areas in which Twinings was keen to shine, including Communication & Insight; Connection & Positioning; and Innovation. Then we developed a bespoke capability tracker tool that combines each individual and their line manager’s perspectives to create an overall score for the team that can be benchmarked against other leading businesses. The result is a clear set of capability priorities for each market and for the total business.
Make it stick
Blending facilitated workshops with online learning back at the office proved crucial in embedding new ways of working. We then delivered a structured learning journey, taking participants through the stages of Inspire; Inform; Try; Apply; and Excel. Already applied to Brand strategy, Brand positioning, Connections and Insight, it’s an approach that can be individually designed to work for all levels in the organisation across all markets globally. Now Twinings uses data from the capability tracker tool each quarter to assess the skill level of the whole marketing organisation, ensuring that marketing skills are one of the company’s KPIs. The business has seen significant improvement across all the key focus areas at all levels, in all markets.