Lidl makes marketing a collective effort – CEO and new partner Reaktor Creative join the initiative

Lidl aims to break down silos within its organization and make marketing more strongly driven by business objectives in the future. Previously, Lidl has stated its goal of increasing market share in Finland. The growth objectives in a competitive industry place high demands on marketing and systematic brand building.

The marketing department wants to commit the company's management to the brand strategy and tie marketing closely to business goals. Therefore, the Commercial Director and CEO have also been invited to participate in the brand work. Lidl emphasizes that the partner selection process focused particularly on the ability to plan and lead projects strategically and inclusively.

"We needed a partner who could facilitate strategic work and build the brand with consistent and distinctive marketing communications across all touchpoints. The Reaktor team impressed us particularly with their strategic expertise, modern approach to marketing communications, and immediate presence," says Lidl's Campaign and Marketing Director Meri-Sofia Aalto, adding:

"Open communication and a conversational atmosphere are prerequisites for success when engaging the organization in renewal."

Since its founding in 2020, the creative studio of technology company Reaktor, Reaktor Creative, has acted as a strategic partner for several companies seeking strong growth, such as the gaming company Metacore and the German company Instagrid, which manufactures emission-free portable power supplies.

"Brands aiming for growth particularly inspire us at Reaktor. The key to growth is often listening to and involving founders, top management, sales, and other stakeholders," says Jesse Pitkänen, Head of Strategy at Reaktor Creative, adding:

"Without the involvement of top management, marketing risks becoming mere busywork."