Championing brand consistency through expertise and enablement.
One California is one collaborative team — Visit California and its agency network, side by side across every discipline. Powered by Always-On intelligence, a brand enablement system, and a clear operating rhythm built to activate The Ultimate Playground across every market and channel.
Our Working Philosophy
One Team, Side by Side.
VCA and agency leads in every discipline, with a VCA connector in every workstream so your perspective is always live. Erika and Amanda are the through-line.
Shared Plan, Briefs & Measurement.
One Global Integrated Plan & Joint Strategy Brief that every team works from. One measurement framework that every team reports against. Full transparency — VCA sees what every partner sees, in real time, in one dashboard. Built to work alongside VCA's existing systems. Nothing goes live without review.
A System That Gets Smarter
Always-on intelligence engines feed research, cultural signals, and performance data back into the system every week. Hypotheses are tested, learnings are captured, and the program evolves from what's happening in culture, in market, and in performance — in real time.
The Agency Network
Four key agency partners. Deep expertise. Clear swimlanes.
*Global-to-Local connects the One California system to in-market agency partners across every international market. Brand guardrails are set in Strategy. Market Architecture documents define what each market can adapt. G2L monitors consistency while giving local teams room to be relevant.
Shipyard
Account Leadership, Research & Strategy, Creative, Global-to-Local (Zeno)
Havas
Media Planning, Buying, Data & Analytics, Production (Prose on Pixels)
People, Inc.
Owned Channel Strategy & Activation
MMGY
Earned Strategy & Activation
The Annual Operating Cycle
Intelligence Engines — Always-On
Strategy
Global brand strategy, audience & market architecture, and strategic priorities every campaign & channel activate against.
Design
Each discipline designs their channel plan from the Joint Strategy Brief. All plans come together into one Global Integrated Marketing Plan for activation.
Activate
Action Teams executing simultaneously across paid, owned, earned, and Global-to-Local. Each is running at its own cadence within the guardrails of the plan with specific connection points along the way.
Measure
A shared scorecard. Every channel measured in one place, all laddering to the same brand objectives.
Intelligent engines
Research Engine
Primary research · Competitive intelligence · Traveler insights · Audience architecture
Cultural Insights Engine
Real-time cultural monitoring · Trend detection · Fandom identification · AI Hive
Data & Analytics Engine
Performance data · Audience signals · Predictive analytics ·
Converged.AI
Innovation Engine
Emerging tech · AI applications · GEO/AEO · Future-proofing
ONE CALIFORNIA
OPERATIONAL PLAYBOOK