# How JLL's CMO unified a fragmented global empire

> Siddharth Taparia inherited 100 websites and no unified marketing. Here's how he built a world-class organization from scratch.
- Title: How JLL's CMO unified a fragmented global empire · Adweek
- Summary: Siddharth Taparia inherited 100 websites and no unified marketing. Here's how he built a world-class organization from scratch. Unifying a fragmented global…
- Keywords: jll, siddharth taparia, cmo, marketing transformation, brand unification, global organization, real estate services, marketing strategy, ai adoption, performance metrics, organizational change, JLL's
- Source: Adweek — https://adweek.com/brand-marketing/siddharth-taparias-strategy-for-transforming-globally-fragmented-jll-into-a-unified-marketing-force
- Author: Robert Klara
- Published: 2026-09-17T16:44:35+00:00
- Read time: 1 min
- Topics: jll, siddharth taparia, cmo, marketing transformation, brand unification, global organization, real estate services, marketing strategy, ai adoption, performance metrics, organizational change
## The fragmentation problem
JLL had 112,000 employees across 300 offices in 80 countries, but operated as dozens of separate companies with 100 different websites and no unified metrics.

> We operated as dozens and dozens of separate companies around the world. We had 100 different websites.
## Step one: clarify the brand
Taparia launched 'See a Brighter Way,' a unified brand platform that showed clients what JLL could do for them on a single website.

> This brand platform gave us the ability to show our clients how we were able to give them better ideas.
## Step two: tie performance to outcomes
Taparia linked individual marketer bonuses to marketing-originated revenue and company performance, creating accountability across all levels.

> We started tying individual performance to marketing performance to company performance.
## Results: triple-digit revenue growth
Marketing-originated revenue at JLL has grown by triple digits over the last three years since implementing the unified strategy.
## Step three: democratize AI access
Taparia gave all employees access to best-in-class AI tools and framed AI adoption as a collective cultural ethos, not just a directive.

> You can't expect them to do things if you are not giving them access to best-in-class AI tools.
## Key takeaway

Unifying a fragmented global organization requires a clear brand platform, tying individual performance to company outcomes, and giving employees the tools to innovate together.