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⇢ MetrixLab / Toluna
CASE STUDY: Marketing strategy alignment during global merger
About MetrixLab / Toluna
Global market research leaders Toluna acquired MetrixLab, GutCheck, and Harris Interactive to consolidate under one powerhouse brand. The integration demanded unified messaging, team coordination, and a seamless transition to a single identity.
The challenge
Mergers bring tough calls: How to unify disparate teams without losing momentum? What content and events build credibility first? How to blend brand identities while optimizing processes for speed? Needed a strategic framework to align global marketing amid operational flux.
The strategy
Led cross-company alignment with a clear roadmap:
- Team coordination plan to bridge departments and hit shared objectives.
- Thought leadership blueprint prioritizing high-impact campaigns (whitepapers, webinars).
- Event strategy for the first joint Insights Leaders summit in Amsterdam.
- Brand integration guidelines merging visuals, colors, and messaging.
- Workflow optimization using AI for content scaling and efficiency.
This framework drove collaboration, content wins, and event success—positioning the combined entity as a market research leader.
Key outcomes
- TikTok whitepaper (“Strategic Storytelling”) generated hundreds of downloads, boosting enterprise thought leadership. Read here
- Gen-Z webinar unpacked consumer habits via chocolate milk case study. See post
- Insights Leaders event unified brands, showcasing expertise. Highlights
LinkedIn posts promoting the Tiktok whitepaper and the GenZ webinar.
My post about the Insights Leaders event and MetrixLab’s post with event photos afterwards.
Team feedback
“Priscila is a bright, talented professional, and the time I spent working with her has been a pleasure. Her diverse experience and marketing know-how are impressive, to say the least.
She’s as comfortable working independently as she is collaborating with a wider team – truly an all-round person with a great energy. She would be a valuable addition to any organization.“
Ready to align your next big shift?
Book a 1-hour strategy session to map merger plays or growth pivots. Get started here.
Shivaani Gore
See my other projects
Go to my main Projects & Clients page for other projects I’ve worked on.
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