Smith Power Equipment
19 brands. 7 categories. 6 countries. One marketing engine.
Nineteen brands, one engine.
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- 01 / The rebrand Repositioned from the sign out. We led the rebrand and repositioned Smith in its market, then ran marketing operations across the business.
- 02 / The portfolio A plan for every brand. 19 separate marketing and operational roadmaps, each matched to its category, competitors and position.
- 03 / Connect Us One team across 10 countries. A program that unified marketing professionals across Europe and Southern Africa into one coordinated team.
- 04 / Retail Distribution meets the customer. We led the design and rollout of key retail stores, from large-scale distribution to direct-to-consumer.
- 05 / The result Five brands held #1. Five core brands kept their #1 market position, and the portfolio ran on clear, individual plans.
- Global brands in one distribution portfolio
- 19
- Product categories managed
- 7
- Countries of operation
- 6
- Market position held for five core brands
- #1
The brief
Smith Power Equipment is a multinational distributor representing 19 world-leading brands across seven categories, operating in six countries. Culture Cartel ran its marketing and strategic operations. The job: keep five core brands at the #1 market position while giving every other brand in the portfolio a plan of its own.
The insight
A portfolio this size fails when it is run as one brand. Each of the 19 needed its own strategy, its own operating framework and its own marketing system, held together by one set of standards. Global consistency, local execution. Everything else, from cross-border logistics to time zones, had to be organised around that.
The work
Portfolio strategy, brand by brand
We built and ran 19 separate marketing and operational roadmaps. Each brand got a plan matched to its category, its competitors and its market position.
Connect Us
We designed and piloted the “Connect Us” program, unifying marketing professionals across 10 countries in Europe and Southern Africa into one coordinated team.
Creative and digital, full lifecycle
Website architecture, omnichannel advertising and PR, all run in house. When things went wrong, we handled disaster management too.
Retail flagships
We led the design and rollout of key retail stores, connecting large-scale distribution with a direct-to-consumer presence.
The result
Five core brands held their #1 market position. A 19-brand portfolio ran on clear, individual plans instead of one diluted message. And an international marketing team across 10 countries worked as one.
In the client’s words: “We would not be where we are today without Culture Cartel.”
Project highlights
Culture Cartel played a major role in shaping Smith Power Equipment into the business it is today. From leading the rebrand and repositioning the company in the market to driving marketing operations across the business, their impact went far beyond creative execution. They brought clarity, structure, and momentum at a level that genuinely changed the trajectory of the company. Quite simply, we would not be where we are today without Culture Cartel.
