After Loblaw's CMO told his leadership team that “everything is digital, and digital is everything,” the marketing organization set out to bring every marketer along, including the many working primarily in-store, on flyers, and in print. Kickframe partnered with the LCL Digital Marketing Centre of Excellence to give a large, varied team a shared digital baseline and to help them work more effectively with each other and with their agency partners.
Kickframe developed the curriculum with the head of the Centre of Excellence, covering social media, web, digital advertising, and measurement, and refined it through a cross-functional beta before launch. It rolled out to roughly 150 marketers across seven cohorts, with five modules anchored to real Loblaw use cases and a customized playbook each participant kept. Kickframe later delivered a six-week program for Loblaw's large in-house agency team, focused on how technology, data, and digital media can drive creative work and built around the team's own briefs.
Management and participant feedback was consistently positive across both programs.
“I partnered with Kickframe to develop a comprehensive digital marketing curriculum for our national marketing department. The experience of collaborating with Tim was fantastic, and the feedback from the participants was extremely positive.”
