Our Work

After hundreds of client projects. A few stand out.

Global Online Learning Provider

Against a backdrop of a looming IPO, a large global expansion, and a consequent need to ensure that marketing was optimally efficient and effective; we were engaged to provide a holistic and deep evaluation of brand, value proposition, marketing operations, and marketing capability (including technology).

We uncovered three key issues which negatively affected performance:

  • Culture: They had a consensus-driven culture. Which meant that 70% of their teams’ time was spent on non-productive tasks. Part of the challenge here was that key decisions were being made in a sub-optimal group-think setting and in the absence of data.

  • Channel Performance: They were optimising poorly. In some cases, incorrect budget allocation led to under-performing campaigns getting 1000x too much investment.

  • Systems + Decision Frameworks: Data was hard to access, and no-tools existed to effectively visualise that data for key decisions. Beyond that no formal decision frameworks existed to ensure the teams made high-quality decisions.

Following these findings we provided a integrated set of recommendations regarding:

  • Team structures and ways of working: Designed to minimise the need for over-consultation, make better use of decision frameworks, and make calendars easier to align.

  • Data systems: Make data easier to access and surface that data in ways that made decisions easier and faster to make.

  • Execution and optimisation: Elevate the quality and customer-centricity of marketing executions. Ensure that channel and budget allocation is managed in a high-quality way.

Results:

  • Able to 2x the efficiency of their workforce

  • Able to improve their media effectiveness by 500x+

  • On a path to expanding their global footprint with a cost-base that doesn’t expand at the same rate.

Global Technology Consultancy

Following an incredible 8 year run, growing at an average of 40% YoY during that time, this consultancy was restructuring for another growth spurt.

Despite it’s obvious commercial success, it’s marketing operating system was informal, underpowered, and unstructured, and needed an overhaul if the organisation was to achieve it’s aggressive growth ambitions.

Following a detailed evaluation we executed a number of key initiatives:

  • Brand strategy - evolved and formalised the positioning strategy and brand strategy and value-propositions across sub-brands. We also created an evolved brand identity and strategic narrative which we rolled out across all key assets (website, brochures, etc).

  • Technology Foundation - we remediated the technology environment ensuring that all systems were syncing as required, and that data was being managed and categorised in the right way.

  • Measurement & Data - We built strategic frameworks of the buyer’s journey and illuminated those frameworks with clear data-points. Giving the organisation a view into their own performance that they hadn’t seen before and powering more commercial discussions and decisions into the future.

  • Channel Strategy & Budget Allocation - We evolved how channel investment decisions were being made in order to prioritise activities that would improve ROI

  • Sales + Marketing Alignment - We revised the strategic models that coordinate the way sales and marketing were working together to improve the connectivity and ensure a common set of metrics.

  • Team Structure and Operations - We revised the structure of the marketing team to allow easy expansion into the future. And we evolved ways of working to give greater transparency and throughput to the marketing engine.

Results:

  • 86x increase in new qualified leads in the funnel

  • 25% reduction in cost per acquisition

  • Marketing moved from a net cost, to a profit maker in 3 months

National Broadcaster

Under the pressure of global streaming giants, this broadcaster wanted to modernise how it attracted and retained people within it’s content; learning more from it’s interactions with viewers and reflecting that learning in how it attracted customers via programmatic advertising.

To achieve this we implemented a sophisticated set of technologies which operated across websites, as well as streaming TV Apps.

  • Adobe Audience Manager - to capture the behaviour of viewers and enable that behaviour to drive audience segmentation.

  • Branch.io — to assist in attribution across social channels, apps, and the web.

  • The Trade Desk - media buying platform was integrated to streamline media buying.

  • A customer-centric journey framework was implemented which allowed advertising content to be personalised according to watching behaviour.

Results: The results were stunning.

  • 90% reduction in cost per acquisition

  • 4x increase in the amount of content consumed

Global Automotive Manufacturer

The local operations of this global auto manufacturer were struggling. Sales were dropping each year along with their brand equity and there was a need to improve the quality and availability of data as a means to ensure that all marketing decisions made, and all claims of effectiveness were made underpinned by solid data.

As a response to this, we built a highly capable data tool that enabled powerful decisions to be made (or claims verified) against for key areas:

  • Market - we looked at competitive spend vs competitive sales

  • Audience - we profiled the audience in terms of buying habits, but also website vistation and media responsiveness

  • Business - we created a national and granular view of media activity relative to sales performance

  • Brand - we created a weekly brand tracking heartbeat to provide visibility into the impact that marketing was having on brand perceptions

National Airline

We re-architected the upgrade/downgrade journey of a national airline. Enabling them to see significant improvement in member retention and average customer spend.