Penfolds operates across more than eighty markets worldwide, with teams spanning Asia Pacific, Europe, the US and Australia. For Chief Marketing Officer Kristy Keyte, one of the biggest priorities was ensuring the business had a clear and consistent approach to brand building across every market.
That's what led Penfolds to the MiniMBA.
The programme gave the wider business a structured and scalable framework for thinking about diagnosis, strategy, positioning and execution - while also working practically for a global team operating across multiple time zones and languages. For a team where English isn't a first language for a significant number of people, particularly across Asia, the on-demand format meant everyone could engage with the content at their own pace.
The MiniMBA was initially rolled out across Penfolds' global marketing function, reaching close to two hundred marketers, before extending into broader leadership teams across finance, sales and people and culture - ensuring the whole business was speaking the same language.
"I would challenge any CMO to find better content than the MiniMBA. I don't think it's out there,"
That foundation is now embedded in how Penfolds operates - the organisation's entire brand planning process, from diagnosis through to strategy and execution, is built around the MiniMBA framework. One of the biggest outcomes has been greater clarity around positioning, brand DNA and distinctive brand codes.
"Having clarity around those things has meant that we've unlocked creativity and innovation, because we are clear on who we are as a brand. The outputs of the brand in market are significantly stronger than what they were four or five years ago."
"I would one hundred percent recommend the MiniMBA to any CMO looking to uplift capability with their team — but also the outputs, which is what really matters."
