PROJECT
Multi-brand agility for complex brand portfolios
THE CHALLENGE
Mahou San Miguel operates a large, multi-brand marketing organization managing a portfolio of more than 50 brands, where teams needed to create and adapt content for very different brand worlds, channels and moments, while ensuring consistency, speed and coordination across a complex, multi-brand operation.
The solution
mIA was conceived as an integrated platform, operating model and adoption program, creating dedicated digital twins for key brands such as Mahou, San Miguel, Alhambra and Solán, defining specific workflows for different use cases, and building a strong mIA community to drive real adoption across teams.
The result
Mahou established a more agile and coordinated multi-brand marketing operation, with teams working through shared workflows, consistently applying brand-specific standards, and actively using mIA as part of their day-to-day content creation and activation processes.
Related works
