Transitioning from a 60+ yrs. client-agency relationship to an integrated agency model

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Marketing Transformation Challenge:

  • Supported Campbell’s in the transition and consolidation of their Agency roster to a newly appointed AOR (Publicis) for all US B.U.s including: US Retail, C-Fresh, Plum, Campbells Kitchen and Pepperidge Farms by engineering and facilitating the complete transition.

The Solution:

  • Consulted on the “scope of work” agreement supporting the Procurement Team and Marketing VP.
  • Established a transition governance team (TGT) to oversee the transition process by work stream.
  • Conducted four bespoke Brand Immersion workshops with the new Agency Teams by function.
  • Appraised newly identified ways of working, clarifying roles and responsibilities, as well as identifying the necessary tools for implementation.
  • Created a framework for brand prioritization and resource allocation to ensure “live” projects were managed without loss of momentum or insight.
  • Developed “skinny briefs” to support the delivery of key information by project to avoid the “data dump”.
  • Production integration, including in-house capability overview as well as specialist “deep dive” on media, digital + programmatic.

Outputs and Benefits:

  • Facilitated “scope of work” alignment and phasing between F18 & F19 deliverables and budgets
  • Consolidated brands within partner network by expertise. Allowed for more scalable, efficient and agile systems.
  • By “cutting the tail” reduced business complexity on Digital, Promotions and PR.
  • Effectively transitioned, onboarded and completed all incumbent agencies hand-off to Publicis; transferring all assets onto a central Flock designed storage platform (within Campbell’s SharePoint).
  • Transition of 24 “live” creative items across 16 brands.
  • Construction (with I.T.) of a dedicated SharePoint site and retrieval system to house data and feed the DAM (8000+ brand documents)