Danter Consulting

Working processes and product development

 

Action:

• Developed the ‘Catalyst/6-D' strategic planning methodology for Mediapolis UK

Result:

• More innovative and effective strategies were created across a range of Mediapolis clients (eg. Microsoft, BT, Orange , Bourjois, Scottish Widows – see the ‘Communications and media strategy' section for more details)

• Catalyst/6-D's became the standard global planning methodology for the newly merged MPG network in 1999/2000 (this led to my training responsibilities for MPG – see the next section)

• 6-D's was directly applied to the development of marketing strategies for Camelot's successful re-bid for the licence for the UK National Lottery in 2000 (Camelot are an MPG UK client). The process was directly cited in the bid document as Camelot's chosen methodology.

 

Action:

• Installed the Catalyst/6-D's methodology for MPG in the USA :

• Consulted with senior strategic planning directors

• Wrote a detailed user-guide

• Developed the skills of a Catalyst team

 

Result:

• Got MPG US to willingly apply a ‘foreign' methodology

• Led to success in new business pitches (eg. Loews cinemas, Nasdaq stock exchange)

• Left the team capable of rolling out the methodology across all US clients

• Created a template for the development of a Global ‘Catalyst Handbook' - completed in 2003 and used across the MPG network

 

Action:

• Developed MPG's ‘through-the-line' communications process, called ‘Concert', in collaboration with senior MPG strategists, researchers and external academics (like Don Schultz at NorthWestern University)

   

Result:

• Integral to MPG's global product offering

• Part of successful global and local pitches ( France Telecom, Carrefour, Danone, Good Year)

• Unified all divisions of MPG via a single methodology

• Received the most positive feedback of any MPG training programme in all countries