This global client has a 200-year history and has grown to be the 3rd largest in its industry in the world. Operating over 60 countries, via over 450 companies and with 80k employees, it is an extremely complex organisation that has grown organically over time to include a wide variety of brands and markets. Having never built a global brand, this client has an intricate web of partners, involving disparate agencies in local markets, delivering their own creative and production. The result was marketing inefficiencies and inconsistent messaging, that, in turn, led to missed opportunities to further scale the business and attract new customers.