Marketing Organisation Case Studies

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The Organising for Good Marketing chapter of our book Marketing Excellence 2 contains 3 award winning case studies by Shell, McDonald’s and ICI Paints.

The foreword to the chapter is supplied by Troy Warfield, Vice President of Family Care, Europe at Kimberley-Clark.

“All three case studies illustrate the success that organisations can leverage when they combine powerful and visionary leadership, with a clear agenda on both people, and their brand. The marriage of the two areas, brought together by a very clear, compelling and aligned EVP, ensures that organisations can unleash the power of their people.”
Troy Warfield,
VP of Family Care, Europe, Kimberley-Clark

View entry criteria for the Marketing Organisation award

Case Studies for Marketing Organisation Case Studies

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Benefiting from a full marketing makeover. A complete reorganisation of marketing capabilities helped ICI Paints become a global leader in decorative paints. It achieved this through a comprehensive global marketing capability project developed with the full commitment of the marketing leadership team. The results were boosts in both revenues and market share by December 2007. Read the full ICI Paints Case Study in Marketing Excellence 2.
Instilling a renewed sense of staff pride. A far-reaching and innovative programme had a major impact on employees’ confidence and motivation and banished outdated perceptions of jobs at the company. In a service business motivation of staff is critical and McDonald’s has been making a concerted effort in the last few years to change the ‘McJob’ tag from a criticism to a compliment. Read the full McDonald’s Case Study in Marketing Excellence 2.
Better marketing for a more desirable employer brand. A comprehensive marketing capability programme had a significant impact on Shell’s ability to attract the best people. Sharpening up their marketing skills, while also strengthening the image of the employer brand, transformed perceptions of the company as a valued employer while costs dropped significantly. Read the full Shell Case Study in Marketing Excellence 2.