Developing Global Digital Ways-of-Working for a leading FMCG Company

1. Driving Scale, Efficiency and
Collaboration in Digital Marketing
Developing Global Digital Ways-of-Working
for a leading FMCG Company
This case study has been disguised to protect client confidentiality.
Unleashing Global Marketing Potential™
Digital Ways of Working Case Study • Page 1
Unleashing Global Marketing Potential™

2. In Stakeholder Interviews, We Identified Several
Improvement Opportunities in Digital Marketing
“The Global Brand Teams “We don’t have clear ways
are moving ahead without of working, we treat some
“We stated our digital
aligned strategies, with digital initiatives as global
strategic intent, but don’t
various agencies and ad campaigns, but many
have a plan to get there”
conflicting briefs” fly under the radar”
“The Global Digital Team is “There is little sharing among
perceived as source of issues Global Brand Teams and countries
and delays, not solutions” – and no simple way to do it”
“What is the role of the “Countries are investing into “Skill levels differ across
Global Digital Team? local technology solutions markets, all depending on
To deliver scale through e.g. and workarounds to stay personal interest and
technical integration?” current and in touch with immersion in the topic”
consumers”
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Digital Ways of Working Case Study • Page 2

3. Among the Identified Issues, the Key Priority
Was to Improve the Global Digital Ways-of-Working
Digital Strategy
Scalability • Measurements • Digital Brand Purpose • … Identified Improvement Need
Digital Ways of Working
Role of the Global Digital Team
Campaign Types
Processes by Campaign Type
Responsibilities by Campaign Type
Focus of this Case Study
Key Templates & Tools
Decision Meetings and Exchange Forums
Weekly, Monthly & Quarterly Meeting Cycle
Digital Skills
Identified Improvement Need
Digital Marketing Module within Marketing Academy
Digital Systems
Global Content Management System Identified Improvement Need
Global Website Analytics • Global Facebook Analytics
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Digital Ways of Working Case Study • Page 3

4. We Structured the Project in Four Phases,
from Strategic Clarity to Process Embedding
Identify Typical Develop the Detailed
Define the Role of the Kick off the Global
Deliverables and Key Processes
Global Digital Team Embedding
Campaign Types and Tools
Clarity in Scope and Practical Approach to Workable Processes Embedding that
Project Objectives Different Kinds of and a Simple Calendar Connects all Digital
Digital Campaigns Approach Practitioners
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Digital Ways of Working Case Study • Page 4

5. First, We Defined the Role of the Global Digital
Team Based on Digital Strategy and Benchmarking
Educate and enable
Create global digital
local teams to develop
campaigns?
digital initiatives?
Tomorrow? Tomorrow?
Best Practice & Expertise
HIGH: International team drives process, drives
alignment between international and local
initiatives, builds capability
LOW: International teams ‘light-touch’ on Today
process and alignment, local markets are
left to develop, produce & execute
Level of Global Creation
of Content and Assets
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Digital Ways of Working Case Study • Page 5

6. Next, we Segmented the Key Campaign Types and
Developed a Modular Digital Campaign Process
1. Defining the Campaign Types
GLOBAL
CAMPAIGN TYPE B CAMPAIGN TYPE C CAMPAIGN TYPE D
CAMPAIGNS
Consults from brief to
GLOBAL DIGITAL execution and supports (Global team is copied
Provides input … …
TEAM the global brand teams on the brief)
in areas 1, 2 and 3
Adapts the execution
LOCAL DIGITAL / for the local market,
Limited adaption … … Local team leads …
BRAND TEAM ensuring touchpoint
relevance and ….
2. Building the Digital Processes per Campaign Type
1 Identify Need 2 Development 1 Identify Need 2 Development
4. Digital 5. Digital 4. Digital 5. Digital
+
1. Campaign 1. Campaign
2. … 3. … Creative & Testing & 2. … 3. … Creative & Testing &
Brief Brief
Asset Develop. Research Asset Develop. Research
10. Campaign 10. Campaign
7. Country Roll- 7. Country Roll-
Review & 9. … 8. … 6. … Review & 9. … 8. … 6. …
Out & Adaption Out & Adaption
Evaluation Evaluation
4 Execution 3 Production 4 Execution 3 Production
Signed off by …. Signed off by ….
Presented at Meeting … Presented at Meeting …
Full Process and RASCI Simplified Processes for Non-Global Campaigns
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Digital Ways of Working Case Study • Page 6

7. Each of the Campaign Process Steps Is
Supported With Clear Tools and Templates Disguised Illustrations
e.g. e.g. e.g.
Global-Local Toolkits for Campaign Evaluation
Digital Briefs the new Meetings Templates
Ownership,
participants and
regular guests
Suggested
Agenda Topics
Outputs and
Summaries
Aligned with Global Brand Teams, “Meeting in a Box” Aligned with Global Brand Teams
global advertising agency and with all required elements and Key Countries, to be
digital specialists circulated after each initiative
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Digital Ways of Working Case Study • Page 7

8. Additionally, We Created Meetings and Forums
to Enable Global Digital Share & Reapply
Key Topic Calls Digital Market Days Reapply Calls Digital Champions’
(Monthly) (Every two weeks) (Ad hoc, ca. monthly) Social Network
Global Brand
Teams
Global Digital
Team
Local Digital
Experts
Centered around a One-on-one Lead by the Global Internal social
key topic or key consultancy Digital Team, one network that
brand, e.g. technical between the Global country shares best connects digital
developments or Digital Team and a practices with practitioners
upcoming digital specific country prospective
initiatives reapplication countries
Continuous re-connection and sharing among all digital practitioners
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Digital Ways of Working Case Study • Page 8

9. The Result: Global and Local Digital Teams
Are Enabled and Equipped to Move Forward
Digital Strategy
Scalability • Measurements • Digital Brand Purpose • …
Digital Ways of Working  More clarity on roles and process
Role of the Global Digital Team across all levels
Campaign Types  Higher speed in digital execution, while
keeping visibility for global marketers
Processes by Campaign Type
 Share and reapply to repeat successes,
Responsibilities by Campaign Type not mistakes
Key Templates & Tools  Improved brand consistency
Decision Meetings and Exchange Forums  Allows usage of common tools &
Weekly, Monthly & Quarterly Meeting Cycle platforms
Digital Skills
Digital Marketing Module within Marketing Academy
Digital Systems
Global Content Management System • Global Website
Analytics • Global Facebook Analytics
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Digital Ways of Working Case Study • Page 9

10. Thank you
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Nuromol Gemini Analysis • Page 10
Unleashing Global Marketing Potential™