Case study on establishing global digital ways of working for a leading FMCG company. Role of the global digital team, local experts, interfaces with the marketing function

1. Unleashing Global Marketing Potential™
Page 1Unleashing Global Marketing Potential™
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.

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

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

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

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

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Next, we Segmented the Key Campaign Types and
Developed a Modular Digital Campaign Process
GLOBAL
CAMPAIGNS
CAMPAIGN TYPE B CAMPAIGN TYPE C CAMPAIGN TYPE D
GLOBAL DIGITAL
TEAM
Consults from brief to
execution and supports
the global brand teams
in areas 1, 2 and 3
Provides input … …
(Global team is copied
on the brief)
LOCAL DIGITAL /
BRAND TEAM
Adapts the execution
for the local market,
ensuring touchpoint
relevance and ….
Limited adaption … … Local team leads …
1. Defining the Campaign Types
1. Campaign
Brief
2. … 3. …
4. Digital
Creative &
Asset Develop.
5. Digital
Testing &
Research
6. …
7. Country Roll-
Out & Adaption
8. …9. …
10. Campaign
Review&
Evaluation
Identify Need Development
ProductionExecution
1 2
34
Signed off by ….
Presented at Meeting …
2. Building the Digital Processes per Campaign Type
Full Process and RASCI Simplified Processes for Non-Global Campaigns
+
1. Campaign
Brief
2. … 3. …
4. Digital
Creative &
Asset Develop.
5. Digital
Testing &
Research
6. …
7. Country Roll-
Out & Adaption
8. …9. …
10. Campaign
Review &
Evaluation
Identify Need Development
ProductionExecution
1 2
34
Signed off by….
Presented at Meeting …

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

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

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

10. Unleashing Global Marketing Potential™
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Thank you
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