A focus on marketing excellence

"FOCUS is about what's crucial to the future of the business - leaving behind what's not important. It defines and communicates the absolute fundamentals that every market must put in place, and a clear view of the end-to-end operational model."

"These principles bring clarity, set expectations and empower people to make the right decisions and ask the right questions. These principles and the marketing fundamentals contained within them were created by multi-market, multi-brand teams across the organisation. It's based on their priorities and their ambition for the future for Asahi."

"The five principles are: We make our priorities clear - all about strategy, objective and target setting. We focus on real people - about research and consumer insight. We create iconic brands - encompasses their method of brand building. We aim higher - covers the entire campaign planning process. We succeed together - outlines their ambition to collaborate and work as one team across all markets."

Asahi's CMO aimed to establish the organization as a world-class marketing entity through improved focus, operational methods, and results. Inconsistencies across markets were causing wasted time, budget, and brand reputation risks. The solution involved creating FOCUS, a new global marketing method defining essential fundamentals every market must implement. The framework comprises five principles: clear priority-setting, consumer-focused research, iconic brand creation, comprehensive campaign planning, and collaborative teamwork. These principles were developed collaboratively by multi-market, multi-brand teams, ensuring organizational buy-in and creating a unique identity that fosters pride and unified direction across the entire team.

Read at Thedrum