AJINOMOTO

One global brand. Six SEA markets, each with its own food culture. AJINOMOTO needed a communication spine that could flex locally without losing its center.

We built a cross-market narrative model — shared positioning, modular messaging — with local creative guardrails so country teams could move fast without diverging.

A single operating manual now shared across regional marketing teams, cutting planning time per launch and improving brand-consistency audits across markets.