Transforming the Marketing Model


Marketing Transformation Challenge:

  • To drive global marketing fitness through the creation of an agile, more efficient, future-proof global agency model. Ultimately to build brand love and trust via connected consumer experiences

The Solution:

  • Extensive research via global surveys and interviews with Ford leaders & agencies
  • Global creative agency pitch strategy developed & executed by Flock
  • Planned, developed and implemented global transition plan
  • Multicultural agency landscape review and recommendations for improvement to serve US market
  • Developed new remuneration & scoping system
  • Built a new organisational design to complement the new agency model
  • Optimized Media & Production to offer short & long term benefits, and prepare for best practice guidelines
  • Developed Global Campaign Process with clear roles & responsibilities

Outputs & Benefits:

  • A new Omnichannel Agency – BBDO, a special projects agency – Wieden & Kennedy, and an Activation Agency – WPP
  • A new Global Organisation Design
  • A new technology stack
  • Bringing data to heart of marketing and building connected consumer experiences through efficient processes, people and a MarTech strategy
  • Significant efficiencies on agency fees, media, production and technology costs
  • Improved consumer centric, future facing, data-driven marketing
  • New processes for briefing and planning

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