Pandora, the world's largest jewelry brand with 32,000 employees operating in 100 countries and 6500 points of sale. On a rebound after hitting a low stock price in 2018, its recovery plan started by successfully transforming its manufacturing process, then its governance model. In 2021 it turned its attention to its marketing process and the ways of working used by a global team of 200 marketers including its internal creative agency. Pandora created a new Global Business Unit, tasked with collaborating with the internal Creatives of Brand and Creativity and the GTM functions.

Despite the change, Pandora realized that its global marketing teams were burned out by constantly reinventing the campaign development process, resulting in a lack of integration between functions, low buy-in by markets and ultimately, missed growth opportunities. In the words of the SVP, Global Go-To-Market Transformation Officer Jesper Damsgaard, Pandora's marketing needed “to connect and bring out the full potential of its organization to boost the impact of its marketing initiatives without overwhelming people with new work and process”.

We set out to identify how to fix the marketing fundamentals, without stopping the machine, and by delivering incremental change.

Pandora needed a new campaign launchpad: the ability to plan and launch world class campaigns over and over again. But it didn't need a consultant powerpoint no one would ever look at. That's why we created Pandora 360: the new Pandora mindset, to reward the best decisions delivering the best results. Instead of working to follow production deadlines, we reorganized the work around a new decision model structured around the “diamonds” process of opening up to innovative ideas before closing in on a decision. How to develop it? We set out to do the impossible: an inverted transformation where results come first. We improved 3 campaigns in development in a row, to test and validate each individual solution with the teams before generalizing the toolbox to all teams and campaigns.

And by working hand in hand alongside Pandora’s teams on these campaigns, we demonstrated the benefits of change and won over new ambassadors for Pandora 360.