SABMiller

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. We have designed and developed (with our sister company, The Toolworks) SABMiller's global market mapping tool. Building on all of this, we also helped develop the concept and tools to support Core Brand Innovation.

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. And, to get specific, where we might have made the most personal impact would be with our friends in Plzeňsky Prazdroj ... the creators of Pilsner Urquell, among many great brews.