A leading multinational food and beverages company had grown rapidly for several decades. While battling neck-and-neck competition, and reacting to and shaping a rapidly evolving market landscape, the company had developed a loyal consumer base globally and consistently ranked among the top three within their industry. Despite the client’s dominant global presence, the regional unit—a $6B business with a presence in Asia, Middle East, and North Africa (AMENA)—faced continued pressure to improve their return on investment (ROI) for trade marketing and agency expense.
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