Marketing Transformation Challenge:
- To create a more efficient, more effective global campaign development process that embeds data-driven customer centricity into every stage of the creative process.
The Solution:
- Deep dive sessions with MarTech, PR, Media and analytics teams to ensure cross functional process integration. Facilitation of workshop to map out requirements globally and regionally
- Creation of new global process documents
- Development and distribution of clear RASCI roles and responsibilities
- Agency alignment with new campaign development process. Clear documentation and training aligned with the new agency model
- Development of internal and external roll-out plan for global client and agency teams
- Global ‘Train the Trainer’ sessions to roll out the new process across regional client and agency teams
Outputs & Benefits:
- Better creative output, helping to build connected customer experiences
- Streamlined approvals process achieving reduced, more efficient use of senior stakeholder time
- Structured end-to-end global marketing processes with defined milestones, clarity on roles and responsibilities and decision making
- New briefing documentation and best practice guidelines
- Greater alignment across departments and siloed teams leading to more collaboration, improvement of campaign execution and efficient use of budgets
- Data now at the heart of Ford campaign development
- New budget control process allowing visibility of broad campaign financial plan