Strategy : Email & online marketing : Site design & build : Video
Analysis paralysis was Cadbury’s issue. Our brief was to create a culture of more bullish judgment calls aimed at anyone with a research budget and access to PowerPoint – in short, most of their global management team. The result was Go MAD (Make A Decision). The concept and branding was ours with web, interactive video, online polls and viral playing a major part in the engagement strategy. The culture change techniques were new to Cadbury and the global take-up has been massive. To be continued.