Case Study: Driving a 15% YOY increase in media performance and Responsible Marketing uptake via Partnerships Governance
The Problem:
Our client, a multi-portfolio global advertiser, was spending millions of dollars annually with their biggest global media partners. Whilst usage was consistent internationally, the market-by-market approach to each partner often differed, meaning investment was not sufficiently leveraged to drive key marketing transformation initiatives e.g. driving their responsible marketing agenda and an ongoing effort to diversify media investment via new partner expansion.
The Solution:
Above: Example of Partnerships Model
RMA entered a long-term and collaborative journey with the client and their media agency to transform their approach to media partnerships and to maximise those partners' commercial and strategic value. Work delivered across the period included:
Partner Selection Framework Development & Rollout: Development of a strategic framework for partner selection and evaluation, aligned to business priorities and individual market requirements
Management and Evaluation of JBPs: Briefing and coordination multiple JBPs per year. Collaboration with markets to remove blockers to maximise value and with their media agencies to monitor partner performance.
Identification and Maximisation of Future Partner Value: identify future ‘scale-up’ opportunities based on market interest and performance. Support the development of education material and map out new ways of working to encourage increased investment.
Results:
15% improvement in lead partner performance via market scorecarding (~$30-35m value/yr)
32% growth in investment in future growth partners from ROW markets
70% of JBPs now include Responsible Marketing initiatives that leverage platform and audiences
To learn more about how the Responsible Marketing Advisory can work with you to transform your business, check out our services, our team, or contact us today!