{"id":28322,"date":"2025-03-03T16:46:14","date_gmt":"2025-03-03T16:46:14","guid":{"rendered":"https:\/\/locksmith.works\/?p=28322"},"modified":"2025-07-20T10:25:45","modified_gmt":"2025-07-20T10:25:45","slug":"the-locksmith-x-pz-cussons-designing-a-world-class-global-marketing-academy","status":"publish","type":"post","link":"https:\/\/locksmith.works\/the-locksmith-x-pz-cussons-designing-a-world-class-global-marketing-academy\/","title":{"rendered":"The LockSmith x PZ Cussons: Designing a world-class global Marketing Academy"},"content":{"rendered":"\n<p>At LockSmith, we believe that&nbsp;<strong>marketing training is the foundation of marketing effectiveness<\/strong>. And few partnerships showcase that belief better than our work with PZ Cussons.<\/p>\n\n\n\n<p>We\u2019re proud to be the chosen partner for the&nbsp;<strong><a href=\"https:\/\/www.pzcussons.com\/\">PZ Cussons<\/a>&nbsp;Marketing Growth Academy<\/strong>, a multi-market, multi-phase training programme designed to&nbsp;<strong>raise the floor, create a common language and build the strategic muscles needed for sustainable growth<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/locksmith.works\/wp-content\/uploads\/2025\/04\/fe90870f-0368-4fa7-877e-465440a14377-1024x768.jpg\" alt=\"\" class=\"wp-image-27084\" srcset=\"https:\/\/locksmith.works\/wp-content\/uploads\/2025\/04\/fe90870f-0368-4fa7-877e-465440a14377-980x735.jpg 980w, https:\/\/locksmith.works\/wp-content\/uploads\/2025\/04\/fe90870f-0368-4fa7-877e-465440a14377-480x360.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The challenge: aligning teams around a global growth agenda<\/h2>\n\n\n\n<p>With a renewed ambition to become a brand-building organisation, PZ Cussons\u2019 marketing leadership needed to unlock more consistent performance across markets \u2014 fast.<\/p>\n\n\n\n<p>But like many global FMCG businesses, their teams were at different starting points. There were varying levels of marketing capability, fragmented briefing standards and an urgent need to shift mindset from&nbsp;<strong>trading to long-term brand building<\/strong>.<\/p>\n\n\n\n<p>They knew what good looked like. The challenge was ensuring every marketer \u2014 across all regions \u2014 could deliver it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Our solution: practical, fun, and sticky marketing training<\/h2>\n\n\n\n<p>Working closely with CMO Paul, the global capability team, and senior stakeholders across markets, we co-designed a scalable academy model tailored to PZ Cussons\u2019 language, processes, and live business needs.<\/p>\n\n\n\n<p>The result? A multi-year programme to drive behavioural change.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Phase 1: \u201cQuick Win\u201d workshops in Indonesia<\/h2>\n\n\n\n<p>With the most urgent capability gap identified in Indonesia, we kicked off with two high-impact, high-energy workshops:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<ul class=\"wp-block-list\">\n<li><strong>Unlock Critical Thinking<\/strong>: Helping marketers diagnose problems and write stronger strategies.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<ul class=\"wp-block-list\">\n<li><strong>Unlock Amazing Briefs<\/strong>: Building skills to create tighter, more commercially effective briefs.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p>By integrating our proprietary&nbsp;<strong>LockPicking Toolkit<\/strong>, delegates gained a structured way to approach marketing problems, challenge assumptions, and find better solutions \u2014 all while working on&nbsp;<strong>live business challenges<\/strong>.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cOne of the most engaging and enlightening training sessions I\u2019ve been exposed to during my career in marketing.\u201d<\/em><br>\u2013 Marketer, Indonesia<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Phase 2: Embedding capability in the UK &amp; Ireland\u200b<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/locksmith.works\/wp-content\/uploads\/2025\/04\/41b2fbbd-b59b-473c-b33c-99064784c569-1-2-1024x768.jpg\" alt=\"\" class=\"wp-image-27086\" srcset=\"https:\/\/locksmith.works\/wp-content\/uploads\/2025\/04\/41b2fbbd-b59b-473c-b33c-99064784c569-1-2-980x735.jpg 980w, https:\/\/locksmith.works\/wp-content\/uploads\/2025\/04\/41b2fbbd-b59b-473c-b33c-99064784c569-1-2-480x360.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n\n\n<p>With momentum building, the next stop was the UK &amp; Ireland. Again, the focus was on embedding foundational capability \u2014 but this time, tailored to reflect&nbsp;<strong>local culture, commercial context, and brand priorities<\/strong>.<\/p>\n\n\n\n<p>Two interactive workshops delivered immediate impact:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<ul class=\"wp-block-list\">\n<li><strong>Unlock Critical Thinking<\/strong>: Elevating strategic analysis, insight generation, and decision-making.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<ul class=\"wp-block-list\">\n<li><strong>Unlock Amazing Briefs<\/strong>: Improving the quality and clarity of briefs to inspire agency partners.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p>The feedback was electric. Delegates worked on live briefs, practiced applying tools in real time, and left the sessions with greater confidence \u2014 and sharper thinking.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cThe training brought refreshed thinking to live brand projects, pushing complex challenges to the forefront and leaving the team feeling clear on future choices.\u201d<\/em><br>\u2013 Alex Glen, UK&amp;I<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Phase 3: Deep diving on specialist skills \u2013 Shopper Marketing &amp; Commercial Skills<\/h2>\n\n\n\n<p>Recognising that brand strategy alone isn\u2019t enough, we then delivered&nbsp;<strong>targeted interventions<\/strong>&nbsp;in areas that directly influence commercial performance:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<ul class=\"wp-block-list\">\n<li><strong>Shopper Marketing<\/strong>: Teaching marketers how to convert brand love into purchase behaviour.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<ul class=\"wp-block-list\">\n<li><strong>Commercial Skills for Marketers<\/strong>: Helping teams become financially fluent, ROI-savvy, and confident in commercial conversations.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cAnother fantastic LockSmith workshop, challenging habits and really driving the diligence of shopper-led thinking to drive conversion to sale.\u201d<\/em>&nbsp;\u2013 Marketer, PZ Cussons<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Phase 4: Train the Trainer<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.locksmith.works\/wp-content\/uploads\/2025\/04\/IMG_6278-1024x768.jpg\" alt=\"\" class=\"wp-image-27085\"\/><\/figure>\n\n\n\n<p>Every great business needs&nbsp;internal champions&nbsp;to own capability. We ran a Trainer the Trainer with James and Tine from the global capability function, focused on how to&nbsp;design, deliver and embed&nbsp;marketing capability programmes that will empower their teams long after the training session ends.<\/p>\n\n\n\n<p>We always include train the trainer in our marketing academy design. Why?<\/p>\n\n\n\n<p>\u2705 More efficiency \u2013 it\u2019s not practical or financially viable for LockSmith to develop &amp; deliver 100% of marketing capability building programmes in a business.<br>\u2705 More impact \u2013 there are some topics that are definitely best developed internally and plenty subject matter experts within the business to do it. They just need to know how.<br>\u2705 More accountability \u2013 embedding the behaviour change is best done by ensuring line managers and marketing leaders take personal accountability.<\/p>\n\n\n\n<p>Capability building is about behaviour change. And, while external trainers like us bring expertise and best practices, the real magic happens when the internal team takes ownership of embedding those behaviours day in and day out.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The impact: Trusted partner for world-class capability building<\/h2>\n\n\n\n<p>LockSmith didn\u2019t just run training. We embedded capability into the rhythm of the business.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<ul class=\"wp-block-list\">\n<li>Supported the\u00a0<strong>shift to a culture of accountability and insight-led thinking<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<ul class=\"wp-block-list\">\n<li><strong>Upskilled 90% of the global marketing population in six months<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<ul class=\"wp-block-list\">\n<li><strong>Tailored content to<\/strong>\u00a0reflect PZ Cussons\u2019 culture, language and live challenges<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<ul class=\"wp-block-list\">\n<li>Delivered across\u00a0<strong>3 markets and 10 brand teams\u00a0<\/strong>\u2014 with consistently high engagement and ratings<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cLockSmith are unmatched when it comes to building world-class marketing capabilities\u2026 a perfect blend of cutting-edge insights, practical application and highly engaging delivery.\u201d<\/em><br>\u2013 Paul, CMO, PZ Cussons<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Final word<\/h2>\n\n\n\n<p>What began as an urgent need to bridge capability gaps has evolved into a world-class programme that\u2019s helping teams&nbsp;<strong>think more critically, brief more clearly, and lead more commercially<\/strong>.<\/p>\n\n\n\n<p>PZ Cussons\u2019 Growth Academy is a shining example of what happens when capability building is taken seriously \u2014 and delivered with energy, relevance and real business context.<\/p>\n\n\n\n<p>If you\u2019re a capability leader navigating similar challenges \u2014 from securing global buy-in to integrating training with business priorities \u2014 we\u2019d love to help.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Let\u2019s talk Marketing Academies<\/h2>\n\n\n\n<p>\ud83d\udce9&nbsp;<a>chris@locksmith.works<\/a>&nbsp;|&nbsp;<a>alex@locksmith.works<\/a><br>\ud83d\udcc5 Or book a call&nbsp;<a href=\"https:\/\/www.locksmith.works\/contact\/I\">here<\/a>&nbsp;to explore what a tailored Marketing Academy could look like for you.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/locksmith.works\/wp-content\/uploads\/2023\/07\/Chris-and-Alex-unlock-scaled-1-1024x683.jpeg\" alt=\"\" class=\"wp-image-26187\" srcset=\"https:\/\/locksmith.works\/wp-content\/uploads\/2023\/07\/Chris-and-Alex-unlock-scaled-1-980x653.jpeg 980w, https:\/\/locksmith.works\/wp-content\/uploads\/2023\/07\/Chris-and-Alex-unlock-scaled-1-480x320.jpeg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>At LockSmith, we believe that&nbsp;marketing training is the foundation of marketing effectiveness. And few partnerships showcase that belief better than our work with PZ Cussons. We\u2019re proud to be the chosen partner for the&nbsp;PZ Cussons&nbsp;Marketing Growth Academy, a multi-market, multi-phase training programme designed to&nbsp;raise the floor, create a common language and build the strategic muscles [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":27060,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[22,10],"tags":[21,49,14,57,15],"class_list":["post-28322","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consulting","category-marketing-and-innovation","tag-capability","tag-case-study","tag-marketing","tag-marketingacademy","tag-training"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The LockSmith x PZ Cussons: Designing a world-class global Marketing Academy - LockSmith<\/title>\n<meta name=\"description\" content=\"Inside LockSmith&#039;s global marketing academy design for PZ Cussons. 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