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Case study on establishing global digital ways of working for a leading FMCG company. Role of the global digital team, local experts, interfaces with the marketing function
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Unleashing Global Marketing Potential™
Page 1Unleashing Global Marketing Potential™
Driving Scale, Efficiency and Collaboration in Digital MarketingDeveloping Global Digital Ways-of-Working for a leading FMCG Company
This case study has been disguised to protect client confidentiality.
Unleashing Global Marketing Potential™
Page 2
In Stakeholder Interviews, We Identified Several Improvement Opportunities in Digital Marketing
“The Global Digital Team is perceived as source of issues
and delays, not solutions”
“We stated our digital strategic intent, but don’t have a plan to get there”
“What is the role of the Global Digital Team?
To deliver scale through e.g. technical integration?”
“The Global Brand Teams are moving ahead without
aligned strategies, with various agencies and
conflicting briefs”
“Countries are investing into local technology solutions and workarounds to stay current and in touch with
consumers”
“There is little sharing among Global Brand Teams and countries
– and no simple way to do it”
“We don’t have clear ways of working, we treat some digital initiatives as global ad campaigns, but many
fly under the radar”
“Skill levels differ across markets, all depending on
personal interest and immersion in the topic”
Unleashing Global Marketing Potential™
Page 3
Among the Identified Issues, the Key PriorityWas to Improve the Global Digital Ways-of-Working
Digital Skills
Digital Systems
Digital Strategy
Scalability • Measurements • Digital Brand Purpose • …
Digital Marketing Module within Marketing Academy
Global Content Management System Global Website Analytics • Global Facebook Analytics
Digital Ways of Working
Role of the Global Digital TeamCampaign Types
Processes by Campaign TypeResponsibilities by Campaign Type
Key Templates & ToolsDecision Meetings and Exchange Forums
Weekly, Monthly & Quarterly Meeting Cycle
Focus of this Case Study
Identified Improvement Need
Identified Improvement Need
Identified Improvement Need
Unleashing Global Marketing Potential™
Page 4
We Structured the Project in Four Phases, from Strategic Clarity to Process Embedding
Define the Role of the Global Digital Team
Identify Typical Deliverables and Key
Campaign Types
Develop the Detailed Processesand Tools
Kick off the GlobalEmbedding
Workable Processes and a Simple Calendar
Approach
Practical Approach to Different Kinds of Digital Campaigns
Embedding that Connects all Digital
Practitioners
Clarity in Scope and Project Objectives
Unleashing Global Marketing Potential™
Page 5
First, We Defined the Role of the Global Digital Team Based on Digital Strategy and Benchmarking
Level of Global Creationof Content and Assets
Best Practice & Expertise
HIGH: International team drives process, drives alignment between international and local
initiatives, builds capability
LOW: International teams ‘light-touch’ on process and alignment, local markets are
left to develop, produce & execute
Today
Tomorrow? Tomorrow?
Educate and enable local teams to develop
digital initiatives?
Create global digital campaigns?
Unleashing Global Marketing Potential™
Page 6
Next, we Segmented the Key Campaign Types and Developed a Modular Digital Campaign Process
GLOBAL CAMPAIGNS CAMPAIGN TYPE B CAMPAIGN TYPE C CAMPAIGN TYPE D
GLOBAL DIGITAL TEAMConsults from brief to
execution and supports the global brand teams
in areas 1, 2 and 3Provides input … … (Global team is copied
on the brief)
LOCAL DIGITAL / BRAND TEAM
Adapts the execution for the local market, ensuring touchpoint
relevance and ….Limited adaption … … Local team leads …
1. Defining the Campaign Types
1. Campaign Brief
2. … 3. …4. Digital
Creative & Asset Develop.
5. Digital Testing & Research
6. …7. Country Roll-Out & Adaption
8. …9. …10. Campaign
Review & Evaluation
Identify Need Development
ProductionExecution
1 2
34
Signed off by ….
Presented at Meeting …
2. Building the Digital Processes per Campaign Type
Full Process and RASCI Simplified Processes for Non-Global Campaigns
+1. Campaign
Brief2. … 3. …
4. Digital Creative &
Asset Develop.
5. Digital Testing & Research
6. …7. Country Roll-Out & Adaption
8. …9. …10. Campaign
Review & Evaluation
Identify Need Development
ProductionExecution
1 2
34
Signed off by ….
Presented at Meeting …
Simplified Process
Unleashing Global Marketing Potential™
Page 7
Each of the Campaign Process Steps Is Supported With Clear Tools and Templates
e.g.Global-Local Digital Briefs
Aligned with Global Brand Teams and Key Countries, to be
circulated after each initiative
Aligned with Global Brand Teams, global advertising agency and
digital specialists
e.g.Toolkits for
the new Meetings
e.g.Campaign Evaluation
Templates
Ownership, participants and regular guests
SuggestedAgenda Topics
Outputs and Summaries
“Meeting in a Box”with all required elements
Disguised Illustrations
Unleashing Global Marketing Potential™
Page 8
Additionally, We Created Meetings and Forums to Enable Global Digital Share & Reapply
Digital Champions’ Social Network
Reapply Calls(Ad hoc, ca. monthly)
Digital Market Days(Every two weeks)
Key Topic Calls(Monthly)
Global Brand Teams
Local DigitalExperts
Global Digital Team
Internal social network that
connects digital practitioners
Lead by the Global Digital Team, one
country shares best practices with
prospective reapplication countries
One-on-one consultancy
between the Global Digital Team and a
specific country
Centered around a key topic or key
brand, e.g. technical developments or upcoming digital
initiatives
Continuous re-connection and sharing among all digital practitioners
Unleashing Global Marketing Potential™
Page 9
The Result: Global and Local Digital Teams Are Enabled and Equipped to Move Forward
Digital Skills
Digital Systems
Digital Strategy
Scalability • Measurements • Digital Brand Purpose • …
Digital Marketing Module within Marketing Academy
Global Content Management System • Global Website Analytics • Global Facebook Analytics
Digital Ways of Working
Role of the Global Digital TeamCampaign Types
Processes by Campaign TypeResponsibilities by Campaign Type
Key Templates & ToolsDecision Meetings and Exchange Forums
Weekly, Monthly & Quarterly Meeting Cycle
More clarity on roles and process across all levels
Higher speed in digital execution, while keeping visibility for global marketers
Share and reapply to repeat successes, not mistakes
Improved brand consistency Allows usage of common tools &
platforms
Unleashing Global Marketing Potential™
Page 10
Thank you
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Unleashing Global Marketing Potential™
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