Why innovation is the cornerstone of Britvic’s excellence agenda

Britvic GB marketing director Munnawar Chishty is on a transformation mission, starting with capability building.

The marketing excellence agenda running across the likes of Robinsons, Tango and Pepsi centres around a brand growth framework, used to break up the different components of what it takes to “build an excellent brand”. Chishty defines excellence according to this strategic framework, which helps her team determine “where to play and how to win.”