"This realisation required us to move the dial on our metrics due to various strategic requirements and needs. We needed to shift our strategic approach into the brand perception and conversation space, in order to improve the brand’s salience with both current and prospective audiences.”

This was a deliberate slow process, being reviewed and revised, planned, monitored, and implemented. We had various strategies and a solid plan with our agencies of what we wanted to achieve, as well as a roadmap of how it would be done, and items we needed to keep a lookout …