Transformed the Operational Model of the Global Marketing Area into a Global Company

Implications: Strategy, Data Analysis, Digital Marketing

The project

We started the project with an immersion and analysis phase to understand the organizational structure and the operating model of the different countries, brands and departments. 

After this exercise, and in collaboration with more than 50 of the client's stakeholders, we defined a new organizational model. This model contemplated the optimal division between the tasks to be carried out at a global and local level and internally and externally, as well as the ideal size of teams per territory and brand. 

We validated this new organization with a business case that, after 6 months, demonstrated its efficiency with results of 3 million euros. 

In addition, we promoted the creation of Shared Services Centres and Centres of Excellence on three continents in order to encourage synergies between teams around the world. Two of these centres (Prague and Mexico City) are currently operational and provide services in content production, analytics, marketing automation and programming. 

Results

· We redefined the company's global marketing structure, moving from a country-driven strategy to a brand-driven one. 

· We managed to reduce operating costs by 15% by taking advantage of economies of scale, simplifying the partner ecosystem and renegotiating contracts and licenses. 

· We developed a roadmap for the next 3 years, including the launch and operation of Shared Services Centers in Prague and Mexico City in the first 4 months. 

Source: Wunderman Thompson, case study website