That's What I Call Marketing S3 EP24: Building a $1Billion Global Brand
Todays guest is Colin Westcott Pitt, Global Chief Brand Officer with Glanbia Performance Nutrition. And today we are talking about building a ONE Billion Dollar Global Brand. Colin has a background in working in global alcohol brands and we chat about that and about his time working on Dos Equis which at the time had the brilliant Most Interesting man in the world campaign, so we chat about that and how that field of marketing has changed and evolved.
8 years Colin moved to Glanbia, an Irish global nutrition group with operations in 32 countries. It has leading market positions in sports nutrition, cheese, dairy ingredients, speciality non-dairy ingredients and vitamin and mineral premixes. Glanbia products are sold or distributed in over 130 countries. In their Performance Nutrition they have a portfolio of about 9 brands indluding hugely successful Optimum Nutrition which Glanbia acquired in 2008 and achieved over 1.1 Billion in revenue in 2023.
Colin highlights key moments of success for Optimum Nutrition, notably its expansion into online and broader retail distribution. We discuss the new partnership with the McLaren Formula One team, which focuses on the importance of nutrition for both drivers and pit crews. We delve into a topic I have a keen interest in and something that Diplomat helps brands figure out and that is the complexities of managing a global brand. Colin underscores the vital role of investing in local talent and nurturing a collaborative culture within the organization to drive brand success.
In the episode we also address the challenges of measuring marketing effectiveness, especially in the digital age, the potential of AI to revolutionize content creation and media planning, and the importance of aligning marketing strategies with business goals to ensure they contribute to revenue growth and profitability. The discussion rounds off with advice for aspiring marketers, focusing on the need for cross-functional exposure, active listening, and a strong understanding of consumer behavior.
01:15 The Dos Equis Campaign
04:33 Industry Changes and Adaptation
06:19 Transition to Glanbia
12:25 Optimum Nutrition's Success Story
19:19 Partnership with McLaren F1
23:35 Balancing Global and Local Branding
28:56 Investing in Local Talent
29:52 Learning from Mistakes and Experimentation
31:50 Valuing Brand in Business Strategy
33:48 Conversations with the C-Suite
34:42 Marketing Metrics and Business Goals
37:38 Adapting to Technological Changes
40:18 Maintaining Market Leadership
42:13 Skills for Future Marketers
Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency
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