Case Study: Modernising CPG brands' programme to encourage effectiveness, innovation and brand safety
The Problem:
Our client’s risk management process for media planning and buying – once industry leading – had failed to evolve in line with the complexities of the current media landscape.
While the existing programme was widely adopted across the organisation, it had become outdated, inefficient, and was limiting innovation. Recognising the need for modernisation, the client sought a solution to revamp their approach—but they weren’t sure where to begin.
The Solution:
RMA was engaged to diagnose the issues and recommend a tailored solution. We led a comprehensive, multi-touchpoint audit across both brand and agency teams to review ways of working and understand their perceptions of the current programme.
The goal was to create a modernised approach that would unlock brand-safe inventory, streamline operations, and set the stage for innovation.
Results:
We presented our findings to the client’s Global Media Leads, offering strategic recommendations across four key areas: people, processes, product, and tasks. These insights aimed to streamline operations, reduce risk, and enable the client to take advantage of new media opportunities.
Following this, RMA has been appointed to Phase 2 of the project, where we are working with the brand and agency teams to implement the revamped programme and ensure a seamless transition.
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!