Marks SGS uses ‘Design Adaptation’ to efficiently help brands scale globally while maintaining consistency across channels, mediums, and territories. This model challenges the design industry’s status quo and is tailored for a globalised world.
Alignment of sales processes and core message enhancement
My task was twofold: first, to align Marks’ sales processes with the newly acquired parent company’s requirements; and second, to enhance their core message, positioning them as the top agency partner for delivering strategic creative platforms worldwide, with speed, efficiency, and creativity.
Proposition development and campaign implementation
Working closely with each UK office (London Birmingham and Belfast), I managed the development of clear proposition language and visual assets. These materials were strategically crafted to emphasise the advantages of Design Adaptation to the required target audiences. Collaborating with the UK Location Directors, two distinct campaigns were then devised.
- Campaign for Small Businesses Expanding Internationally: This campaign specifically targeted small businesses seeking international expansion. The focus was on providing intelligent, simple design frameworks to facilitate their growth.
- Campaign for Large Consumer Brands: This campaign was tailored for some of the world’s largest consumer brands operating under global marketing procurement directives, emphasising the need for system efficiency.
Infrastructure establishment for ongoing sales campaigns
In further support of the process, I implemented the tools and processes required to activate ongoing sales campaigns. This involved establishing a formal infrastructure for data management, email, marketing, content distribution, and opportunity management. Leveraging a combination of distinct client stories and thought leadership, this approach translated to a global outreach program that generated high-level connections and opportunities across the retail, FMCG and technology sectors.
Conclusion: impacts and achievements
The implemented strategies not only created a solid infrastructure for ongoing sales campaigns but also led to substantial outcomes, enabling high-level connections and opportunities with well-known brands like Lego, Kellogg’s, and Cadbury’s. This success proved the effectiveness and potential of the design adaptation model in the dynamic environment of global brand scaling, highlighting Marks’s capability in delivering it.