FMCG CASE STUDY
EMEA (15+ countries)
Project outcome
Redesign and implementation of new Agency scope of work and briefing process
Project challenge
Reduce the number of stakeholders involved in the process to ensure minimal Agency disruption and confusion across the region and ensure that each scope of work has a clearly defined tangible business outcome and deliverables
Project deliverables
- Design and build of a new scoping process with alignment between Marketing, Brand and The Communications Planning teams
- Review of scope of work (SOW) framework and differing roles/responsibilities across regional/local stakeholders
- Integration of an outcome-based deliverable repository for all scope of works, with historical data and analysis
- Implementation of a taxonomy of fee benchmarks to allow for year-on-year analysis
Key take-outs
Interviews and workshops were conducted with both client and agency stakeholders across 18 markets to determine the shortcomings and bottlenecks within the original process. The main focus was to reduce overlap between the various functions within the client organisation as well as ensure a smooth flow of communication with the agency for each scope of work required via clear messaging and identifiable deliverables. This ensured that representatives from Marketing, Brand and TCP were involved but with only a single point of contact in each case and one over-arching signatory responsible for liaising with the agency.
