REBORRN × Danone · Conversation Recap

Who we are

A boutique marketing transformation consultancy.

We sit downstream from the large strategy firms, turning high-level strategy into execution. We work primarily with global teams, moving from deck to done in weeks, not quarters.

65 people

Senior talent distributed across Europe.

Global by default

We work with global marketing teams. Key clients include Coca-Cola, L'Oréal, Carlsberg, CJ Foods and Philip Morris International.

Strategy into progress

Most marketing teams have solid strategies. The real challenge is in the delivery. That is where we operate.

What we showed you

Concrete examples from our work.

A selection of the capabilities we walked through in our conversation.

Coca-Cola · Narrative & Change

The "Coke Way of Marketing"

We have built the thinking behind the current Coke global marketing model, including the embedded agency operating model and global to local change management plan.

Coca-Cola · Process Redesign

A market-led operating model

Redesigning end-to-end processes as Coke shifts to a market-led model, defining roles for global, regional and local teams, with AI-based guardrails to reduce manual oversight.

Coca-Cola · Innovation

Persistent briefs & opportunity platforms

Redefining proof of concept with AI and shifting focus toward market execution, for example innovation bundles with detailed go-to-market integration.

Coca-Cola · Market-specific

Market SWAT teams

Supporting local markets (i.e. Switzerland and/or Nordics) to reclaim market share by coordinating global, regional and local bottler teams on the ground.

Coca-Cola · Consumer Engagement Model

From digital ads to IRL & creators

Helping clients shift investment from digital advertising toward in-real-life experiences and creator-led content, building business cases that quantify cultural-led impressions against traditional brand advertising.

Coca-Cola · Marketing Capabilities

Skills frameworks & the content mixer

Redesigning skills frameworks, replacing 120-question self-assessments with AI-based assessments, building learning agendas, and generating content in multiple formats (video, podcast, summary, TikTok-style) via a "content mixer" tool.

PMI · Frontliner Learning App

Micro-learning for 500+ stores

Development paths and a micro-learning app for 500+ stores worldwide with high frontliner turnover, piloting in Bulgaria, Romania and Lisbon, delivered in 4.5 months.

PMI · Go-to-market

Philippines go-to-market strategy

We worked on the ground in the Philippines for three weeks to diagnose where the global acquisition strategy faltered and adapt it to the local channel and cultural reality, whilst protecting the brand.

Carlsberg Group · Marketing Transformation

Marketing Transformation Office

We are working with the global CMO and his extended leadership team to deploy the 2025 Marketing Transformation vision to the entire organisation. The work includes setting up the marketing transformation office, piloting a new Carlsberg Way of Marketing in growth marketing, a new media operating model and more.

What you raised

The challenges you're working through.

As we heard them: the themes that came up most in our conversation.

Landing global models locally

Designing a new growth model is less difficult than landing it in markets. Danone rates itself above average versus peers, but still sees significant risk.

AI tool adoption

Tools are selected (e.g. Pencil for content production) but adoption is very low. Workflows haven't been sufficiently adapted to drive usage. Identified as an industry-wide challenge.

AI platform direction

Currently using Copilot integrated in Microsoft 365.

Copilot Studio capability

Aware of Copilot Studio as a potential vehicle for building AI-enabled workflows, but lacking the internal or partner capability to build on it.

Capability building

Better than before, but not yet ready for the future, with no end-to-end AI-assisted solution for workflows like concept development or briefing.

Change management

Reliant heavily on internal leaders for change management, and acknowledges this is not yet best-in-class.

When you asked us about it

Our approach to embedding AI.

Less about new tools, more about encoding your methodology where the work actually happens.

One unified AI "harness"

A single platform of choice for the whole organisation, with skills and prompts built in to encode methodology, templates and brand guidelines.

Methodology, built in

For Carlsberg, for example, ensuring everyone has an account with embedded methodology skills, so the way of working travels with the tool.

Brand agents over template libraries

For Coke, a brand schema/agent that knows tone of voice, design, audience and jobs-to-be-done, making template libraries largely obsolete.

How change actually sticks

Our change management philosophy.

In-person, not watch parties

Physical, in-person sessions are essential for launching new ways of working. Virtual watch parties and sessions are insufficient on their own.

The antidote to framework fatigue

Real change comes from getting things live in markets and demonstrating tangible results, not from another framework.

We aim to make ourselves obsolete

Our stated goal is to build client self-sufficiency, and then step away, so we can build the next great thing together.

Over to you

Rather than send you a deck, we'd rather show you how we think differently by responding to a real challenge.

We've recapped the conversation and the examples we shared. Rather than guess at a problem to react to, we'd rather respond to a real one that matters to you.

So here's our ask: bring us a concrete challenge: a workflow that's stuck, a model that won't land in markets, an AI tool no one is adopting. Whatever is most pressing for Danone right now.

We'll respond by showing how we'd approach it, not with another framework, but with how we'd get it moving. No strings attached, and no obligation to turn it into a project.

A recap of our conversation, and the work behind it.

Four things we agreed to take forward.