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‘From Now to Wow’: Synovate launches major initiative to promote growth

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‘From Now to Wow’: Synovate launches major initiative to promote growth

In order to promote growth and better align the company with the needs of global clients, Synovate has launched a major initiative called ‘From Now to Wow’. The programme will apply across all business units, support services and operations.

Elaborating on the initiative, Adrian Chedore, Global CEO, Synovate, said, “While Synovate was meeting performance expectations, the company’s rapid growth merited a re-think of the structure. The company has outperformed its competitors over the past two years and obviously that’s a trend we would like to continue.”

He added, “We have doubled in size in just three years, so the ‘From Now to Wow’ programme will ensure we update our structure to match both our size and the increasingly global nature of our business.”

The changes are on three fronts, which include moving from regional to Strategic Units, functional teams in various areas will become globally focused and will have leadership teams that will be focused.

Strategic Units will be smaller business unit groupings, structured to optimise the effectiveness, experiences and learnings. The functional teams in areas such as IT, marketing, HR, finance and operations will become globally focused, enabling greater efficiencies, enhanced communication and ultimately even better service for clients. Last would be to have a nimble structure for senior management decision-making through focussed leadership teams.

Chedore said, “The goal for Synovate is to establish the best model for our clients and staff along with the best model for sustained growth and profitability.”

In Asia, Synovate’s new Strategic Unit structure will be led by Tim Balbirnie, who is currently the CEO of Asia Pacific.

Though there will be little change to the global practice leadership within Synovate, Chedore said that the new structure would see several people in roles that spanned Strategic Unit, practice and functional responsibilities. “Our emphasis is on operating as one company – international, integrated and innovative – and this mix of responsibilities will help ensure we achieve this. The launch of the ‘From Now to Wow’ programme signals the beginning of an ongoing process,” he added.


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