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