gavin taylor / carat – standardising a de-centralised network

Standardising A De-Centralised NetworkGavin Taylor

Gavin.taylor@iprospect.com

Setting the scene….

Nearly 60% of

companies plan to increase their

digital marketing spend in 2014

Global ad spending will top $516 billion this year

-Zenith Optimedia

Magna Global expects digital to increase $20 billion to $140 billion. That’s nearly a third of overall spending

- Econsultancy

Centralised De-Centralised

Is the centralised model effective?

Different cultures…

Different approaches…

Does centralised work?

Is de-centralised any better?

“To conform…

…or not to conform”

So is it possible centralise marketing activity whilst keeping local integrity?

SOLUTION

Standardisation of a de-centralised model

Always on activity

Performance digital

Clearly define the role of the central team

What is the value exchange…

Build trust as a central team

Make sure you provide a guide

How to use the toolkit

Process for piloting

Naming convention definition

Process for Case Studying

Lesson of the day…

What tools make local tasks easier?

Rolled up reporting is imperative…

Global Campaign Management

Performance digital

The approach should be inclusive not dictatorial

Who is doing what?

A tiered market will help you identify territories that might

drive the highest potential returns.

It also allows top tier markets to access bigger budgets,

giving them autonomy

CAMPAIGN IN A BOX

Real time adjustments….

Communication is key.

…and an

CoherenceConsistencyComplimentaryEffectiveness

“creative changed within each market however the theme and strapline was the same…”

The simplicity of the tagline which is always relevant and can take many forms

Did the campaign work?

The first three months of the campaign in the US helped to

grow sales by 13.4%

Top tier markets in Europe have

seen on average 18% growth in

sales

“No governance model is optimal for all companies, but lack of governance is never optimal”

Standardising A De-Centralised NetworkGavin Taylor

Gavin.taylor@iprospect.com