Delivering up to 20% uplift in ROI by improving disconnected planning
RMA introduced an integrated activation model with a standardised three-stage workflow:
Align: All teams present their components in a single, standardized format.
Connect: Teams identify "synergies” - opportunities where one channel (e.g. Media) can directly support another (e.g. Shopper).
Update: The plan is refined to ensure a seamless consumer journey with "No Dead Ends.”
We identified a major efficiency leak in global campaign planning. Creative assets were being developed in isolation at a local market level, driving production costs well above recommendations. Furthermore, teams were working in silos, Culture, Media, Shopper, and Data teams all built separate plans in different formats.
This created a bottleneck. Brand Managers were forced to hold separate feedback loops with each discipline, unable to see where the plans could overlap or support each other. The result was duplication of effort and a disjointed consumer journey.
Opportunity
Solution
Results
We helped improve operational efficiency, drastically reducing the time Brand Managers spent on feedback and eliminated duplication in creative production.
Beyond this, the removal of wastage and improved journey flow delivered a 20% improvement in ROI.
The process was so effective it has been permanently integrated into our client’s Learning & Development program.
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!