Smith St, Reimagined
From cost line to growth engine.
Four years ago, we set out to build something different.
A customer obsessed, commercially minded growth engine embedded inside Coles.
The first chapter was about integration...
The next chapter is about effectiveness, powered by intelligence
Our ambition is to make Coles the most effective marketing organisation in Australia
The Opportunity
How can Smith St. better connect into Coles, and evolve with the new Coles operating structure and expanded agency village
How can we accelerate innovation, sharpen intelligence and deliver breakthrough creativity
How do we reduce redundant efforts to drive efficiencies and make things easier for Coles
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You asked us three things.
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The Future
Smith St. makes Coles the most effective marketing team in Australia
Smith St. and Coles build a culture thriving in change.
Agentic by design, connected by data and intelligence.
1% gentle pressure every day.
The Plan
The Kitchen
Intelligent Briefing
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Smith St. ships work in hours, not weeks.
The slowest part of marketing becomes the fastest.
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6 seismic shifts of Smith St, reimagined
Smith St. delivers 10x the work without 10x the cost
The economics of marketing delivery change permanently.
Intelligent Production
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Smith St. is built around outputs and measure productivity
Output designed.Less friction.Better work.
Intelligent Planning
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Smith St. capability and learning expands and evolves.
Every campaign makes the next one smarter, sharper, and cheaper.
The Operations
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