London based consultancy, Brand Learning is appointed as global marketing capability development partner to Kellogg
Cereal giant Kellogg has appointed Brand Learning, the London based international specialist consultancy in marketing capability development, to lead a pioneering global capability development initiative. Despite being a UK based supplier, Brand Learning won in a competitive pitch against 10 other suppliers in both the US and UK.
The strategic partnership will build on Kellogg’s investment to date in developing the ‘K-Way’ of marketing and will embed the new language, common tools and ways of working globally via an engaging and high impact learning program. Initially, Brand Learning will develop and lead a five-day masterclass for Kellogg’s portfolio directors – 100 senior marketers who are each responsible for a group of brands.
The Kellogg portfolio directors, based globally, will come together in Chicago for the masterclass with a plan to cascade it to the entire 400-strong Kellogg’s marketing community.
Mark Baynes, chief marketing officer at Kellogg is actively leading the capability development initiative with the support of Kellogg’s HR team and he comments: “By investing to build world-class marketing capabilities we aim to create a marketing team inspired, equipped and enabled to drive stronger returns in this increasingly complex consumer/brand landscape.
“We selected Brand Learning because they demonstrated real expertise in marketing, depth of learning experience and effective communication – a powerful triumvirate of skills. The team convinced us they could create a program that was exactly what we needed: effective, engaging and high impact in terms of enhancing the marketing capabilities and commercial performance of our people and teams.”
Jill Hughes, partner in the International team at Brand Learning, adds: “Kellogg’s is a global powerhouse with well loved brands that sit in everyone’s kitchen cupboards. We are excited and honored to be invited to support this capability development initiative.”
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