The Trade Desk

A series of interviews were conducted and Tilt365 assessments issued to all participants to explore patterns, opportunities and challenges. The process surfaced similarities and differences across teams and markets in their behavioural preferences and the obstacles they were experiencing. This generated market-level and function-specific themes to address.

Four core programme objectives were established:

1. Increasing self-awareness and awareness of others
2. Creating a shared framework for value creation
3. Providing practical tools and structures to support collaboration and client engagement
4. Creating a safe space to practise, experiment, and build confidence through peer feedback

The programme was designed to deliver a series of group interventions over four months through a combination of facilitated sessions, collaborative exercises, and practical client-focused activities.

Key elements included:

• Tilt365 assessments for self-development and stakeholder understanding
• Interactive coaching focused on client conversations and behavioural awareness using the “4 S’s” — Style, Simplification, Strategy, and Storytelling
• Dedicated space away from BAU pressures to reflect, collaborate, and prepare
• Cross-functional sessions combining Business Development and Client Services colleagues to encourage shared learning and experimentation

Leadership participation from country leaders also played an important role in driving engagement and reinforcing programme value.

Through over 60 hours of group coaching, the programme focused on practical application and measurable behavioural change. Participants developed:

• 129 new client pitches focused on strategic growth themes
• 258 high-quality client questions
• 128 practical “small actions” designed to improve client and colleague relationships

The coaching environment encouraged experimentation, peer learning, and greater confidence in client-facing scenarios.