In this category, brand engagements must take place speedily in line with consumers’ changing tastes and desires as the category’s name suggests. To execute fruitful campaigns that are strategically aligned to client objectives, we immerse ourselves in the lives and worlds of brands’ targeting audiences using methodologies such as focus groups, positioning workshops and trade audits to name a few. Our capability in using vernacular translative tools for advertising has allowed us to communicate and connect with audience in remote parts of the country where English is not a preferred medium of communication. We know from our experience in integrated marketing management communications campaigns, that managing several specialist agencies may be a daunting task for clients, especially in making sure that all parties meet their requirements. To ensure that clients can maximise their agency/service provider resource, W5 runs marketing capability or rather marketing training and employee engagement programs built off workshops to understand barriers to success.