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Turning a 4-person team into a 40-agency global practice

Diageo · Global customer experience practice, 2018–2025 Infographic: starting from a 4-person team, a shared brief became a standard, checked and applied on every project, then trained across 40+ agencies into one consistent global practice

Infographic: starting from a 4-person team, a shared brief became a standard, checked and applied on every project, then trained across 40+ agencies into one consistent global practice

Design work was happening across the business, but every agency did it differently. Different standards, different quality. And no shared way of telling whether any of it was actually working for customers.

The brief

Build something lasting, not a one-off project. It had to set one consistent standard for how design and customer experience work got done, across dozens of outside agencies and markets. The starting point was a team of four.

The approach

Agreed one shared way of working that any agency could be briefed into, instead of reinventing the process on every project.
Moved the team from simply delivering design work to helping shape the plan earlier, before briefs were signed off.
Agreed one way of measuring success, so 40+ agencies were aiming at the same target.

4→40+team to agency network

1shared way of working

Globalconsistent standard

Why it matters for a smaller business

Most small businesses are not managing 40 agencies. But plenty are juggling a website person, a social media freelancer, an accountant, and now an AI tool. All pulling in different directions, with no shared plan. We bring the same idea down to size: one clear process that everyone working on your business can actually follow.

Want everyone pulling in the same direction?

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