Dixons Carphone

31% savings through media consolidation


The Marketing Transformation Challenge:

To quickly deliver efficiency savings by consolidating £90m media buying into one agency. Leverage the increased buying power to drive savings, higher ROI and shareholder value.

The Marketing Transformation Solution:

  • Alignment of multiple stakeholders across different businesses to a consolidated Media RFP, agency shortlist and agile review process.
  • Design and delivery of a robust, transparent and best practice media review.
  • Development of selection criteria and agency score cards.
  • Creation of a bespoke on-going 360 assessment programme to monitor agency performance, delivery and price guarantees.

The Outputs and Benefits:

  • 31% net media savings over 3 years (smashing the stretch target).
  • Consistent, more efficient processes across the group.
  • Shared learnings enabling marketing efficiencies.
  • Consolidated tools, reducing business costs.
  • Consistent reporting and metrics, enabling cross brand comparison.
  • Facilitated smooth transition process.

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