We don't just run a good 3-day workshop. We design every session to pressure-test acquisition plans and force markets to leave with changed plans — not validated ones.
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AI at the Core
Live plan analysis, segmentation scenarios, cross-industry inspiration — AI tools that compress weeks of analysis into real-time, interactive exercises.
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Deep PMI Context
We've worked with PMI since 2018 across Brand Retail, acquisition toolboxes, and the Multi-Category Retention Workshop. We know exactly where execution breaks down.
What We See
The Real Challenge is Translation.
PMI has built global multi-category acquisition strategies across IQOS, ZYN, VEEV, BONDS, and Levia. The gap is not strategy — it is translation. Most markets are still operating with a single-category mindset.
This workshop should not just optimise existing plans. It should close the gap between global strategy and local execution — and send markets home knowing exactly what to do, in what order, with what tools.
1
The Pattern
The single-category hangover
Category-level toolboxes exist. What's missing is the orchestration layer — how a market decides which category to lead with, for which consumer segment, in which channel, at which moment. That's not a facilitation problem. It's an application problem.
2
The Bottleneck
Registration is the acquisition bottleneck nobody talks about
In a multi-category world, the registration moment becomes exponentially more complex. Do you register someone as an IQOS prospect? A ZYN prospect? The data model behind registration determines everything downstream.
3
The Unlock
AI is not a "lighter layer" — it is the unlock
PMI sits on consumer data across categories. AI-driven propensity models can tell a market "this segment is 3x more likely to convert on ZYN than IQOS." During the workshop, AI tools can compress weeks of analysis into live, interactive exercises.
Anti-Patterns We'll Prevent
Four Ways Workshops Fail.
We've seen all of them. Here's how we design against each one.
Trap #1
The "Show & Tell" trap
Markets present plans. Everyone nods politely. Plans go home unchanged.
Antidote
Designed friction — formats that force markets to defend, adapt, and steal from each other. "Ideas Tinder IRL" format with competitive scoring.
Trap #2
Two tracks, no bridge
Activation and brand-building run as parallel sessions that never converge. Markets leave with fragmented plans.
Antidote
Deliberate convergence points where both streams collide on the same consumer journey — because the consumer doesn't experience acquisition in two tracks.
Trap #3
The optimisation illusion
"Optimise existing plans" assumes they're structurally sound. For markets new to multi-category, that's not true.
Antidote
Two-level design: "optimise and sharpen" for advanced markets, "rebuild the framework" for markets still running single-category plays.
Trap #4
Death by download
Large-scale workshops naturally gravitate toward lengthy strategy presentations. When Day 1 becomes a series of one-way downloads, energy drops and participants shift into passive listening mode.
Antidote
The most important content deserves a better format. We redesign how global strategy is delivered — interactive formats that achieve the same knowledge transfer in less time, with higher engagement and better retention.
Our Point of View
Install an operating system, not just a workshop.
The real opportunity is not a workshop that helps markets polish their acquisition plans. It is a workshop that installs a multi-category acquisition operating system — a shared logic for how markets decide which category to lead with, for which consumer, through which channel, and how they measure cross-category acquisition success.
REBORRN can deliver this because we have been inside this work — across markets, categories, and touchpoints — long enough to know exactly where understanding breaks down between global strategy and local execution. The workshop is the vehicle. The lasting output is clarity: markets that leave knowing what to do, in what order, with what tools, tailored to their specific context.
The Engagement
Three-Phase Approach.
Pre-Workshop, Workshop, Post-Workshop — each phase building on the last.
Pre-Workshop
📅 6 Weeks · April – May 2026
Workshop design, market interviews, participant pre-read packs, and AI tool preparation. The foundation that makes the 3-day event count. We narrow down the top 4-5 acquisition topics that matter most, based on real market inputs — not assumptions.
In the Full Package, we add a deep-dive Strategic Audit: market-by-market readiness assessments, budget and channel analysis, and AI-assisted theme extraction that sharpens the agenda before anyone walks into the room.
Deliverables
Workshop design document with session-by-session agenda
+ Strategic audit report with market-by-market analysis (Full Package)
+ AI-powered plan analysis, segmentation scenarios, inspiration engine (Full Package)
Workshop
📅 June 2–4 · Rhodanie Campus, Lausanne
Three intensive days. 4-person REBORRN facilitation team. Every exercise is designed to produce outputs — not discussion. Markets leave with updated acquisition plans, committed actions, and a shared vocabulary for multi-category execution.
Core vs. Full — what changes in the room
With the Core Package, our facilitation draws on market interviews and real-time inputs from participants. With the Full Package, REBORRN arrives armed with deep per-market intelligence from the strategic audit — AI tools run on real performance data, Plan Clinic sessions are informed by pre-analysed gaps, and our synthesis is sharper because baselines already exist. The workshop structure is the same; the depth and precision of what happens inside each session is what changes.
Market Pulse Boards
Every market simultaneously completes a structured canvas: top 3 acquisition pain points, biggest untapped opportunity, one specific ask from Global/Regional. All canvases go up at once. REBORRN facilitates a 20-minute walk-through, clustering themes in real time. 30–40 minutes total instead of 2+ hours of sequential presentations.
Global Strategy — Responsive Format
Rather than a pre-scripted download, the OC team presents the multi-category acquisition strategy structured as direct responses to the themes from Market Pulse Boards. Global content feels targeted and relevant — not generic.
REBORRN Cross-Market Synthesis
Common patterns, shared blockers, and where the biggest opportunities lie across all markets — based on pre-work research and strategic audit data (Full Package).
AI Inspiration Session
Cross-industry acquisition case studies from fintech, subscription, and D2C. How AI is used for acquisition at scale. Specific, applicable — not generic "AI is the future."
Consumer Journey Collision Map
Activation and brand building teams independently map their planned touchpoints on a shared wall canvas. Where touchpoints overlap, compete, or send contradictory messages, teams flag them in red. The top 3 "collision points" become 15-minute design sprints. Output: agreed convergence principles the room references for the rest of the workshop.
Ideas Tinder IRL
Markets pair up. 5 minutes to pitch their MC Acquisition approach and ideas. The other market keeps or dismisses each idea. Rotate 4–5 times. High energy, competitive, and forces markets to articulate what actually works.
Plan Clinic
Markets draft updated acquisition plans, then present for structured 1:1 feedback. Each table: global PMI SMEs + REBORRN facilitator. Real feedback — not polite nods.
AI-Powered Gap Analysis
Markets feed plans into the AI tool. Instant feedback on coverage gaps, channel imbalances, and missing opportunities.
Plan Finalisation
Markets consolidate all feedback and build their revised acquisition plans.
Morning: Finalise Plans
Markets finalise updated acquisition plans with support from REBORRN and global/regional SMEs.
Plan Presentations
Each market presents — not for applause, but to be challenged. Room votes on three strongest elements and flags the biggest risk.
AI Scenario Modelling
"What if you shifted 20% of paid budget to frontliner enablement?" — live scenario exploration.
Closing Commitments
Each market commits to 3 specific actions with deadlines and owners. These feed directly into the follow-up cadence.
Deliverables
Full facilitation (main room + breakout rooms) by 4-person REBORRN team
Real-time documentation of decisions, patterns, and action items
Market-by-market updated acquisition plans
Committed actions with owners and deadlines from every market
Post-Workshop
📅 1 Week After Workshop
The workshop is only half the job. The post-work turns a 3-day event into lasting change. We synthesise everything into a Workshop Replay Deck, market-by-market action trackers, and a leadership narrative for Gianluca's team — a clear, ready-to-use story on what happened, what markets committed to, and what it means for the multi-category acquisition strategy going forward.
In the Full Package, we build an AI Enhanced Plan Tracker — a lightweight digital tool that tracks each market's committed actions, surfaces markets falling behind, and generates AI-powered recommendations based on what's working across markets.
Deliverables
Workshop synthesis report (Workshop Replay Deck)
Market-by-market action plan tracker with owners and deadlines
Key decisions and common patterns across markets
Leadership narrative: what happened, what markets committed to, and what it means for the multi-category acquisition strategy (for Gianluca's team)
+ AI Enhanced Plan Tracker — monthly progress monitoring (Full Package)
+ AI-generated nudges and recommendations per market (Full Package)
For this engagement to deliver at the level we know is possible, we need four commitments from the PMI side.
Governance
A nominated project sponsor
A decision-maker with authority on scope and direction — we assume this is Carine and Gigi as operational leads.
Data Access
Access to market data
For pre-work interviews and strategic audit (Full Package). The deeper the data, the sharper the agenda.
Participant Prep
Markets arrive prepared
Participants must complete the pre-read and pre-work inputs before June 2. The workshop is only as good as the preparation.
Cadence
Weekly 30-min status calls
Throughout the pre-work phase to track progress, align on agenda design, and address blockers as they arise.
The Team
The people who deliver the work.
The same core team that delivered the Multi-Category Retention Workshop — people who already know PMI's multi-category landscape and have earned the trust of the participating markets.
ML
Lead Facilitator
Matt Lucas
GM UK, REBORRN. Led the Multi-Category Retention Workshop. 20+ years in CX and marketing transformation.
CM
SME & AI Lead
Costas Mantziaris
Co-founder & CEO. PMI partnership since 2018. Brings the cross-category perspective, AI expertise, and strategic provocation.
DP
Strategic Lead & Facilitator
Dafni Prosalika
Partner & Head of Growth. Designed the strategic audit approach and interactive workshop formats. Deep experience in PMI and Acquisition business strategy.
LC
Project Manager & Facilitator
Laura Calgani
Consultant. Led the Multi-Category Retention Workshop operations. Manages PMI projects day-to-day. Ensures seamless execution and output quality.
Investment
Two packages. Choose your depth.
Modular building blocks — choose the level of depth that fits your budget and ambition. Both packages include fixed, fully loaded fees with no surprises.
Travel, Accommodation & Entertainment — ~€12,000 to €15,000
4 REBORRN team members (UK, Greece, Italy), 4 nights in Lausanne, plus participant dinner. Charged at cost with receipts. We do not charge for project management.
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Budget Flexibility
If budget is a constraint, we can offer a ~10% reduction on the Core Package — bringing it to €58,500 + VAT — by condensing the workshop from 3 days to 2. This also reduces accommodation costs. It will be a packed agenda, but based on our experience we believe it is doable without compromising the quality of outcomes. We're happy to discuss this option if it helps make the engagement work.
Working With Us
How we work.
✓ What we do
→Start fast. No 6-week onboarding. We already know PMI's multi-category landscape.
→Put senior people in the room. The team that scopes the work is the team that delivers it.
→Design every interaction to be engaging. No death-by-PowerPoint. Every exercise has a purpose and a designed outcome.
→Deliver tangible outputs. Markets leave with plans, not ideas.
✗ What we don't do
×We do not send junior analysts to learn on your time.
×We do not bill by the hour or pad timesheets.
×We do not disappear after the workshop. Follow-through is built into the engagement.
×We do not let great strategy die in a PDF. If it cannot be executed, we have not done our job.
The Path to June 2
What happens next.
We're ready to start immediately. Here's the path from today to Lausanne.
1
Now → This Week
Alignment Call — 30 minutes
Fine-tune the scope and agree on Core vs. Full Package. Confirm Carine and Gigi as operational project leads.
2
Week 1 of April
Workshop Design Kick-Off
First working session with Carine and Gigi. Define the workshop arc, outcomes per module, and agenda flow. Within 1 week of alignment call.
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April · Weeks 2–4
Market Interviews Begin
Design and run interviews with participating markets. Validate the agenda, surface real pain points, and narrow down the top 4-5 acquisition topics.
4
May
Pre-Read Pack & AI Tools Finalized
Participant pre-read pack dispatched. AI tools built and tested. Breakout templates ready. Markets arrive prepared.
5
June 2–4 · Lausanne
Workshop Delivery
3 days. 30–40 participants. 6–9 markets. Every market leaves with updated plans, committed actions, and the tools to execute.
Ready to close the execution gap?
Drop Dafni a message to align on scope. We're ready to start immediately.
