Deloitte's Marketing Makeover: Making Marketing Agile

This case is internally used at Kellogg and is not publicly distributed.

In 2015, Diana O'Brien, a Deloitte Consulting LLP principal, was asked to serve as Deloitte's first CMO in the US. Shortly after her appointment, she launched a successful marketing transformation program that involved rethinking some fundamental elements—the way the teams worked, their capabilities, their people, and their skills. Three years later, O'Brien was named Global CMO. Her new focus was to build on the efforts she had sponsored in the US and lead a global marketing transformation strategy. She knew that the efforts ahead would require more than a "lift and shift" of the US model, but she needed to decide where and how to start.