Challenge

Marketers today face an increasingly complicated world with more specialisms and opportunities than ever before.

Pandora was experiencing stagnating marketing performance and increasing fragmentation of their 250 people large, cross-functional marketing team. The global marketing group was challenged by silo operations across creative, media, digital, and was not getting sufficient local market engagement on the global strategy and content developed for campaigns. The marketing leadership team wanted solutions that would enable the teams to work smarter together to improve impact-longevity for their campaigns.

Jesper Damsgaard, SVP for Digital Transformation at the time of the project, summarised the challenge as “How do we connect and bring out the full potential of our organisation to boost the impact of our marketing initiatives and make them work harder for us, for longer, without overwhelming people with new work and process?”

Based on this Pandora recognised the need for a new way of working to turn complexity into opportunity. For each talent to be able to do their best work, they needed a new operating model to make their work more simple, more collaborative, and more impactful – not just on one campaign, but on every campaign.

Ultimately, the objective of the new operating model was to create a campaign launchpad that enabled internal teams to operate with a 360-degree mindset to build better campaigns and fulfil Pandora’s ambition of becoming a marketing powerhouse.

“Mano was instrumental in developing and implementing our new 360 Launchpad to consistently build better campaigns, with an activation-first mindset in the heart of our marketing culture. Their bottoms-up approach helped drive an effective adoption of the new operating model across our entire Global Marketing organisation, avoiding the typical casualties that often come with these types of transformations.”

Jesper Damsgaard, SVP GTM Transformation at Pandora Global

Solution

To equip Pandora with a shared mindset and integrated approach to campaign development, it was critical that we co-created and tested new ways of working and solutions with relevant stakeholders across Pandora’s Global Marketing organisation to ensure it would be fit for the organisation, valuable and ultimately embraced and championed from within.

 Over the course of 10 months, Mano:

• Identified pain points and impact drivers to deliver on the case through post-campaign analysis, stakeholder interviews and new research

• Road-tested new marketing planning solutions, organisational networks, and process directly on live Pandora campaigns to refine the final solution

• Developed and implemented a 360 Marketing Orchestration Playbook which included a new integrated end-to-end process, refined RACI models and bespoke planning tools such as brief templates, research and insights methodologies and activation planning tools.

The new playbook was successfully rolled out across Pandora’s entire marketing organisation, through an internal communications and implementation strategy including content production, training material and workshops. It is now a critical tool for Pandora’s talented marketers to develop and deliver high-impact campaigns, repeatedly.

“We wanted to empower our teams and their partners to go from working in silos to using their collective brains to achieve shared results and impact — which has ultimately resulted in more effective, integrated and consumer-relevant campaigns”

Jesper Damsgaard, SVP GTM Transformation at Pandora Global