Creating stand out marketing

KPMG helped a leading CPG company re-engineer its internal digital marketing studio to improve efficiency, agility, and market differentiation

A leading multinational manufacturer and marketer of consumer packaged goods
Consumer and retail
Digital marketing transformation
  • Client challenge
  • Benefits to client
  • Approach
  • KPMG insights

Client challenge

Driven by challenges with its ecosystem of external digital agencies, this leading Consumer Packaged Goods (CPG) company established its own internal group to handle overflow digital work. KPMG was engaged to help clearly define its purpose and what talent and skill sets, capabilities, organizational structure, funding and operating model were required to support the competitive needs of a top 21st-century CPG company.

Benefits to client

Client stakeholders gained a comprehensive understanding of digital experience design, the art of the possible, the future of digital in the CPG industry and requirements for the successful digital enablement of their internal studio. A concise analysis of the operational, financial and workforce implications for each model scenario armed them to make an informed decision, while also making it easier to implement the road map they felt best positioned their internal studio for success.


Leveraging the digital strategy, digital marketing, customer experience, technology, and CPG industry knowledge and capabilities of a cross-functional team of professionals, KPMG began by assessing the current state of the client’s internal digital capability. Through both advisor and practitioner lenses, KPMG delivered five different future-state options, with detailed roadmaps addressing the operational, financial and talent requirements and impacts for each model. Scenarios explored included a dispersed digital marketing environment, a digital factory and a digital office that operates as a center of excellence.


KPMG insights

There are four guiding principles for digital excellence

Design thinking, human-centered design, an agile/lean software development approach, and a continuous delivery philosophy are each crucial to delivering excellence in the digital space.

This client wanted options, so we created five different model scenarios and associated future-state road maps.