References
Review of how the media creation, production and purchasing chain works (on and offline)*.
Assisting a French leader in Premium tourism in streamlining its production, creation and media purchasing chain (with a focus on online) – particularly in relations between its in-house media department and digital agencies.
Mission
- The Covid-19 epidemic had a profound impact on the business of this leading operator in the upscale tourism sector. The recovery from the crisis was supported by a rapid increase in media investment.
- Faced with this exponential growth in Branding, Consideration and Acquisition media, the Group is looking to adapt the organization of its entire production, creation and media buying optimization chain to absorb the growing workload and improve the efficiency of its operations serving countries in Europe and Africa.
- The aim is to propose pragmatic short- and medium-term improvements to increase agility, guarantee the effectiveness of media investments and better control brand image in a sector close to Premium and luxury.
Approach
- Review of organizational models for the media production, creation and purchasing chain in an international environment (centralization/localization), both on and off-line.
- Modeling of the “media creation” value chain and operational processes, both locally and centrally.
- Analysis of existing organization and operating methods.
- Individual interviews with all stakeholders (marketing, HR, brand content, studio, media creation, media buying).
- Individual interviews with external partners (digital agencies, media agencies).
- Critical analysis of operating methods: planning and governance, team organization, roles & responsibilities, operations, tools…
- Quantitative analysis of the impact of increased media investment (FTEs, media budget, number of campaigns, language adaptation, etc.).
- Suggestions for improvement in terms of our operating and governance model, and the links between our central teams and the 15 countries in the Europe-Africa zone.
- Definition of priority actions to be implemented within 6-18 months.
Results
- In addition to producing the following deliverables…
- Typical organization of the media creation chain in an international environment.
- Modeling of the chain’s operational processes (strategy, content, media creation, media plans, content production and adaptation, deployment).
- Critical analysis of operating modes using the heptagon of change model.
- Suggestions for improvement: strategic planning, operational timing, organization of Brand Content, 360° multi-vendor activation, articulation between media creation and on- and off-line media buying, review of content production principles…
- … this mission enabled us to highlight organizational dysfunctions, define a clear scope of responsibilities(accountability) for each department, and propose a transitional and target organization to absorb the increase in media investments, while maintaining tight control over content production for the 15 countries of Europe-Africa.
- Our customer validated all the suggestions for improvement and, while respecting and empowering the teams in place, effectively implemented short- and medium-term, high value-added, quasi-ISO improvements, despite an increase of over 35% in media investments.
* this project was led by one of our Partners before joining Antheus
