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