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Wrangler

Expertly helping brands transform through improved marketing processes and tools

Go-To-Market and Integrated Marketing Communication Calendar Workshops

Wrangler is the everyday performance denim brand founded in 1947. The Wrangler brand is part of  VF Corporation, a global leader in branded lifestyle apparel and footwear whose brands include Timberland, Lee Jeans, The North Face, Eastpack amongst others. 

CLIENT CHALLENGE

Wrangler Jeans EMEA went through a marketing leadership change at a difficult seasonal moment in 2009. The Marketing Director requested the ACTIVATED team to help support Wrangler EMEA Marketing team re-baseline the brand’s marketing and communication vision, mission, priorities, process and ways of working.

 

WHAT WE DID

Working directly with the Marketing Director we developed two separate two day workshops.

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Workshop 1

Workshop for the central marketing team direct reports and the above-the-line agency of record. This two day workshop refreshed the team with the Vision, the Communications Platform and highlighted ways of working going forward.  For this set of workshops we:

  1. Introduced the Integrated Marketing Communication Calendar concept and tool. The objective of this process and tool was to surface and synchronise the channel specific deliverables around key themes, stories and product lines.
  2. Introduced an early working model of the Marketing Go-To-Market process and associated tools.
  3. Introduced and agreed a master brief template to be used by the Marketing function going forward.
  4. Used channel-specific workshops to develop channel specific tactics
  5. Introduced and trained in ways of working efficiency enablers
  6. Completed in eight business days, in a very agile way. Rapid, robust, comprehensive.

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Workshop 2

Workshop for the entire EMEA Marketing team – from HQ to end market brand team as well as agency network. ACTIVATED had a team of two in Vancouver, client lead in London working closely with the European based client.  For this set of workshops we:

  1. Further developed and documented the Marketing Go-To-Market process including building out the GTM tool set
  2. Developed a number of local and functional marketing plan templates, agency response templates and tools for the  GTM Toolkit
  3. Developed a Visual Basic powered Marketing Resource Management (MRM) tool – very similar to MRM software modules from the likes of Neolane, Aprimo and Alterian.
  4. Further developed and embedded  the Integrated Marketing Communication Calendar tool as a core brand and channel planning tool
  5. Co-developed the two day programme and all associated content
  6. Provided support post-workshops of the MRM tool

“

The ACTIVATED team provided Wrangler rapid and immediate support for the development and delivery of two important workshops in late 2008 and early 2009 that were to re-baseline the vision and purpose of the Marketing department.

In short order, the ACTIVATED team worked with us closely to develop content, processes, tools and templates that provided the Marketing team with the capabilities to work much more effectively and efficiently. The Marketing Operations skill set that they offered supported the direction that we as a Marketing function wanted to go and. The MRM-lite tool that they bespoke developed to our requirements is still in use today and an important part of how we operate our marketing function.

In three months of working with Wrangler EMEA Marketing, ACTIVATED helped us transform how our  function works, the processes, templates and tools that we use to deliver our work and ultimately this impacted the positive results that we delivered back to the business. 

“

Adam Kakembo –  VP, Marketing  

Wrangler Jeans EMEA

ADDITIONAL BUSINESS

Initial work led to the second workshop as well as an additional consultancy supporting development of the brand’s European digital strategy for 2009