Global Programmatic Transformation
We delivered a strategy for global programmatic transformation which empowered the local markets to operate market-leading programmatic operations.
We met with a change-making CMO at a global FMCG advertiser in early 2020 who knew they wanted to increase their programmatic advertising but were held back by legacy ways of operating and thinking.
- Ad tech selection was being made locally and sporadically
- Programmatic was being treated as ‘another partner on the plan’
- They were not leveraging global media partnerships
- Couldn’t login and see basic campaign reports
- Very limited financial transparency
- Campaign performance was very up and down
These are common challenges we see with global advertisers and we approach these situations with care. It’s important that local markets and their agencies are empowered by global solutions – we do this by considering nuances to each market but also ensure markets are aware of the global strategy and come on that global transformation journey.
We created a global framework which showed how the markets could operate best-practice programmatic. For example, in one market it made sense for the agency trading desk to continue operating but leveraging a newly contracted advertiser DSP seat, whereas in another market they worked with a different partner (not their agency) to deliver specialist analytics.
We then drove that change through the business by creating operating principles and a vision for programmatic. We presented that to internal and external stakeholders who were energized by the new approach. Given our impartial position, we found that all stakeholders easily aligned with our thinking, and were grateful for the structure and vision.
There were no agency changes. Total resources remained the same. Just much clearer and focused ways to enable the global FMCG to operate programmatic locally in a modern way.
Client satisfaction was at an all-time high. There was a lot of frustration prior to our 6 month engagement. Results in market improved as we drove transparency in operations. On top of this we estimated the client saved $14,000,000 through these efficiencies; ranging from supply chain transparency, better resource models, contracting technology directly and enhancing their personalization efforts.
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