Overview
VF Corproation
Expanding One Brand Relationship Across a Global Portfolio
My agency was already working with The North Face when I took responsibility for developing the relationship. I identified an opportunity to use the results, insights and credibility established with the brand activity to demonstrate how we could create similar value across VF Corporation’s wider portfolio.
By strengthening senior agency relationships and proactively showcasing our impact, we secured the opportunity to prove our technology with Timberland, winning the brand within six months and creating a pathway for further portfolio expansion.
The Objectives
Role: Group Strategy Director
Strengthen The North Face relationship by bringing greater strategic value to the account and supporting long-term retention and growth.
Use proven results and client insight to demonstrate the potential value my agency could deliver across other VF Corporation brands.
Build senior relationships across PHD’s Strategy, Planning and Performance teams to understand wider portfolio priorities and create opportunities to expand the agency’s footprint.
Expertise
-
Account Growth Strategy
-
Strategic Client Leadership
-
Commercial Strategy
-
Portfolio Management
-
Solution Strategy & Development
-
Senior Stakeholder Management
-
Multidisciplinary Team Leadership
-
Senior Stakeholder Management
The Approach
Strengthening the Existing Relationship
Worked with Client Services to reinvigorate strategic account engagement through QBRs, campaign reviews and Innovation sessions, using audience insights and campaign performance to demonstrate greater value beyond individual media activations.
Creating a Portfolio Growth Strategy
Identified the wider VF Corporation portfolio as an opportunity for growth. Used successful work with The North Face as proof of value, combining performance results and audience insight to demonstrate to PHD’s Head of Performance how our capabilities could support other brands.
Turning Credibility Into Opportunity
The strength of The North Face work led to an opportunity to trial our technology with Timberland. Built relationships with senior Planning and Performance stakeholders to understand the brand’s challenges and identify where our data and technology could add value.
Converting the Opportunity
Led Insights and Delivery teams in developing a data led proposition around Timberland’s requirements, coordinating the solution and commercial approach before pitching the opportunity and converting Timberland into an additional brand relationship.
Data-Driven Recommendations
Delivered Business Value Consistently
Which Led To Winning Timberland As A New Client
The Results
Won Timberland Within 6 Months
Client Value
Strengthened the strategic relationship with The North Face by combining campaign performance with audience insight, innovation and proactive recommendations. This gave PHD greater confidence in applying the agency’s capabilities across the wider VF Corporation portfolio.
Strategic Value
Expanded the relationship from The North Face into Timberland within six months, generating incremental revenue and securing campaigns across both brands for subsequent quarters. The success also established a pathway for conversations around additional VF Corporation brands.