Chili’s 360 Integrated Process

FACT

We have more impact and do cooler things if we team up and work against the same objectives, not against each other, competing for investment and attention with our, often siloed, clients.  

 

WANTED

Consumer-centric and objective-driven work that energizes our target as they move through their CSR decision-making and on-premise journey. 

I made a 360 process that reset the integrated planning process to provide: 

  1. Transparency of decision-making

  2. All-agency results/learning audit and share outs

  3. Optimized client-input brief that pushed decision-making further upstream in the process

  4. New target connections tool that maps media to consumer journey and links tactics to an agreed to list of metrics

  5. A plan-on-a-page activation framework to show what happens when across the calendar per drive period

We complicated things.

 

Here’s a simple process for getting to great work. 

Chili’s found it challenging to: 

  1. Decide which tactics are in and which tactics are cut

  2. Coordinate the tactics together into a plan

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