Consolidation of Global Media making over $1.4million savings

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Marketing Transformation Challenge

To establish the global media spend and move from a local market led media agency model to a consolidated global media agency to leverage buying power for a FTSE 150 tech company.

The Marketing Transformation Solution:

  • Run a comprehensive data gathering, consolidation and analysis exercise across 15 global markets and two market reports to get an initial line of sight on media spend across the world.
  • Engage an existing media agency providing them with a detailed brief to reboot their relationship with the client and take their role global.
  • Manage the transition process from local to global agencies including creating a 30, 60, 90 day transition plan and drafting termination notices alongside the legal department.
  • Conducted fee negotiations with the media agency to reduce global fees and make savings and efficiencies.

The Outputs & Benefits:

  • Total transparency on media spend globally, a first, creating a platform for increased efficiencies.
  • A global scope of work, with ways of working agreed with social media team.
  • Increased senior resource to lead the team globally.
  • Over $1.4 million of savings in relation to fees – savings reinvested in media.
  • A unified, consolidated global media plan for all markets.
  • Improved media specific contract terms agreed in the favour of the client on transparency
  • DMP framework in place.
  • Joint Business Plan in place with Google.
  • Upskilling of the marketing and procurement team.