Two teams, one plan.
Five brands, two teams, and no shared strategy connecting them - built back into one direction the whole team owned.
The people and the work were in place. The strategy connecting them was not.
Capital Airport Group had five brands, marketing managers who owned them, and a creative team who made the work. But there was no updated strategy for each brand, and no shared way of building one.
Strategy was handed to the creatives to execute, not built with them. So the thinking and the making were pulling in different directions.
An agreed strategy, and a way of working that connected direction to delivery.
There was no up-to-date strategy for each brand, and no way of working that connected the people who set direction to the people who made the work. Without a plan the whole team had a hand in, every handover risked pushback instead of buy-in.
We had each team build the strategy - not receive it.
We worked with the marketing managers first, giving them a clear strategy template to build each brand's direction on. They developed it themselves and presented it back - so the strategy was genuinely theirs.
Once each strategy was ready, the managers presented it to the creative team with clear pillars and KPIs. Then we ran a second session with both teams together, co-building a six-month activity roadmap.
One team, clear ownership, consistent execution across five brands.
By the end the creatives had clarity on the strategy and the managers had a plan the whole team owned. No pushback - the two teams that had been pulling in different directions were working from one shared roadmap.
Built together, not handed down.
Strategy
One clear template that let the marketing managers build each of the five brand strategies themselves, aligned to business-unit objectives and a single overarching direction.
Ways of working
Strategy connected to creative execution through clear pillars, KPIs and a shared six-month roadmap - with briefing, input and ownership made clear across both teams.
Workshops
Four phases taking managers and creatives from strategy to a co-built activity plan. Built together, not handed down.
“BRND Group helped us hit reset at exactly the right time. They brought structure and clarity by refining our marketing strategy across each business unit and mapping out a clear 6-12 month delivery plan. We moved from working in silos to genuinely collaborating, with clearer ownership, renewed confidence, and a stronger, more consistent brand voice.”
Melissa EvansHead of Marketing & Communication, Capital Airport Group