Carlsberg approached us with a clear challenge: their brand plans lacked numeric targets, making it difficult to measure success or link marketing activity to business outcomes. They wanted a methodology that could set achievable and trackable 1- and 3-year brand KPIs at both local and global levels, providing marketers with clarity and alignment across markets.
We worked closely with Carlsberg to leverage their existing brand health tracker and designed a simple, intuitive tool that makes target-setting straightforward. The tool not only allows marketers to define clear KPIs, but also provides actionable guidance on which marketing levers—such as communication, activation, and channel mix—will have the greatest impact on effectiveness.
By embedding this methodology, Carlsberg now has a consistent, measurable approach to brand planning across markets. Teams can align around common objectives, monitor progress with confidence, and make evidence-based decisions to optimise their marketing investment. The result is brand planning that is both ambitious and practical, driving real impact for the business.
Results
Carlsberg work closely with the Effective Collective to embed more effective marketing practices across the global organisation. Most recently they have helped us deliver a marketing KPI setting methodology that has raised the bar in our approach to internal brand planning. They are a proactive & inspiring team to work with, the energy they bring to projects results in a great experience for everyone involved.
Chiara Mrugalla Jorgensen, Global Commercial Planning