Global Marketing Process Development


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

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