We have worked with SABMiller since 2003
We began working with SABMiller when they first set up their Group Marketing Function. Having recently acquired beer businesses across Europe, Asia and the Americas they were, at that point, a diverse group. So a key task was to establish SABMiller’s Marketing Way to define best practice in brand building and marketing and roll it out across all regions. Via was asked to provide thought leadership into the Innovation Way, a key component of the Marketing Way.
Since then we have defined innovation strategies for SABMiller’s North American and European businesses, designed and developed a global market mapping tool, a product attribute tool and a global packaging innovation database.
We would like to think that we have played a small part in building Group Marketing into the force that it is today. The biggest impact we’ve had is probably the concept of global Innovation Platforms.