Page 12 - Internationalist Magazine 2015 75

FRONTLINES

simple criteria guide every marketing decision: “Is it for iterative improvement, capturing what works, and

cool?” “Can any other brand do it?” and “Will people talk investing in marketing excellence programs that share the

about it?” Similarly, Oreo’s Super Bowl war room was not learning. This is where tools come in to equip teams to

made up of senior Mondelez executives, but rather the grow. Overachievers train more and train better; there is

brand management team, combined with cross-functional no substitute for stepping back and providing employees

and agency partners. They were the decision makers
the opportunity to learn.

who responded in real time with humor and wit to the Inspiring excellence starts with the fundamentals. At

blackout during Super Bowl XLVII – not corporate senior Ikea, promoting collaboration begins with ripping down

management.
the walls. The brand now designs its modular furniture

Overachievers bring functions together earlier to with marketing, supply chain, sales, and sustainability

dramatically shorten approval times when it’s needed teams together at one table.

most – close collaboration with legal is a prime example Beyond communication, overachieving companies

of what is needed to be an anticipatory, agile marketing integrate best practices and leverage their employees to

organization. Internal speed of approval is also an asset: be internal brand ambassadors. Chipotle’s best franchise

Coca Cola has expedited its processes by instituting team members are sent to train and on-board new and/

24-hour approval policy – i.e. all creative work can be or underperforming franchisees. In the past, legal-issued

challenged down only during the initial 24-hour window, mandates forbade employees from talking about their

but otherwise is approved.
companies on social media – over-achievers today do the

opposite. They recognize the power of employees’ social

networks, considering employees are the company’s best

TOOLS
brand builders. Ford Motor Co. even publishes tips and

In today’s digital world, decisions must be based and guidelines to encourage employees to speak on behalf of

dealt with in real-time. Over-achievers recognize the need
the company.

Millward Brown Vermeer is a global marketing consultancy focused on unleashing purpose-led growth through the

development and embedding of consumer insight-led marketing strategy, structure and capability. MB Vermeer works

with leading brands and marketing organizations across all geographies, B2B and B2C, and across all industries with

a global network that includes of ces in New York, London, Shanghai, Amsterdam, Mexico City, Sydney, Dubai, Sao
Paolo, Singapore and Cape Town.

10 the internationalist