gavin taylor / carat – standardising a de-centralised network
TRANSCRIPT
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”
