Global Campaign Management

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Schweppes Brand Campaign

Opportunity:

Schweppes is owned by different partners around the region – from Carlsberg Group in Denmark to PepsiCo in Hungary. The brand image is hugely fragmented. The product also has different designs of the bottle, and each region has a different flavor to push. There has been a lack of regional, let alone global, co-ordination. These had led to complexity in production and localization of creative content.

In 2010, I led a new business presentation to the global team based in Amsterdam. It opened up a dialogue with the client who revealed the challenges they were facing in developing campaign that could run globally:

  • The new creative idea originated by a French creative agency focused only on TV
  • The celebrity-endorsement execution required high level of production support from understanding the local market requirements, adapting appropriately for the local culture, to VO selection and usage negotiation.
  • Challenging time pressure to get local market buy-in of the idea and all the practical needs to get the campaign adapted, executed, produced and delivered in close to 30 TV channels and cinemas around the region

Action: 

Leading this new business initiative, I developed a campaign implementation proposal to the global team outlining approach and timeplan. My involvements in this project include:

  • Centralized the entire production planning and implementation, providing a one-stop solution, and serving as a single point of contact for the OSI team, local partners, local media agencies and media owners
  • Led the creation of the 360 campaign executions based on the global TV idea, including print, out of home, digital app, retail activation, on-premises promotion and events
  • Presented ideas to all local marketing team to win buy-in of the campaign
  • Led the entire adaptation and production process
  • Mentored the project management team in managing local client feedbacks and co-ordinating fulfillment of the final assets

Collaboration model.001

The work:

The Swedish version based on the global framework:

The French adaptation for Switzerland:

Impact:

The business marked the first time the agency had the capacity to manage projects of this nature. It also was the first time that the client achieved central control of a regional campaign.

  • Schweppes were able to retain their independent creative agency, while having full capacity to roll out the campaign in multiple markets
  • The TVC was successfully completed in less than three weeks – well within timeline and expectations
  • Top quality of the outcome – winning confidence in all local markets for future global implementation
  • The effectively orchestrated regional launch in May 2011 had given maximum exposure for the brand. After just one month since its release on the Schweppes YouTube channel, the spot has enjoyed 515,000 views
  • The winning of the account was a first for the company. The project had been instrumental in showcasing what the team can do for other clients resulting in subsequent new business wins

 Client feedbacks:

Louie is an excellent and highly reliable professional with strong dedication, high levels of energy and a clear consumer satisfaction focus. He was always providing creative and innovative solutions to overcome business constrains.

Marketing Director, en Orangina Schweppes Iberia

The presentation was well done and inspiring!

International Brand Team. Orangina Schweppes International

We could deliver on time and this was a big challenge. Thank you for the amazing job done for the whole campaign.

International Brand Team. Orangina Schweppes International

I am very happy with the result and the voice over artists were very professional.

International Customer Marketing Team (E. Europe)

We are extremely pleased with the end result as well as for the team we worked with.

International Customer Marketing Team (Nordics, Switzerland)