The Marketing Transformation Challenge:
Drive efficiency across a global pharmaceutical company via an improved way of developing marketing toolkits with creative agencies.
The Marketing Transformation Solution:
- Analysis of existing agency fees, hours and project plans.
- Flock interviewed 24 stakeholders at agencies, local markets, HQ brand teams and procurement to gain a clear understanding of the processes, the issues and the opportunities.
- Flock led a workshop for 16 marketing, agency and procurement staff held in Paris.
The Outputs and Benefits:
- Revised agency management principles and measurement
- New creative development process (with new and improved briefing, approval, research, and production systems)
- Implications for remuneration
- Eegional marketing operations and procurement implemented the new way of working to find 15% overall efficiency in a fee base of over €15million for the world’s biggest pharmaceuticals company.