Global Media Agency Realignment Saves Hundreds of Millions and Builds Platform for the Future

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Marketing Transformation Challenge:

After 13 years working with one media agency partner, the challenge was to upgrade the media agency model to drive greater strategic and commercial effectiveness

The Solution

  • Comprehensive data gathering, consolidation and analysis exercise to understand global and local capabilities, requirements and transition needs of the organisation
  • Build a comprehensive and structured RFP briefing process covering best in class, transparent commercials and a future facing strategic capabilities framework including: Connections planning, innovation strategy, data, technology, unified measurement and reporting
  • Engage global agency networks and manage through the process to maximise understanding and response
  • Conducted commercial negotiations with the global media holding companies to increase efficiencies, reduce global fees and ensure transparency

Outputs & Benefits

  • Selection of two global agency holding companies as a platform for local market head to head pitches
  • Transparency on media spend globally creating a platform for increased efficiencies.
  • A consistent global scope of work across agency groups and a global / local operating model
  • A consistent marketing technology approach
  • Strategic outline of present and future facing agency capability requirements
  • Improved media specific contract terms agreed in the favour of the client on transparency
  • Hundreds of millions of savings in relation to media buying and service fees