Case Studies

CASE STUDY: AGENCY ROSTER SOLUTION

Keshia Carlson

2/18/2020

RosterDeliver™ enables this client to optimize and simplify its agency roster, making it easy for marketers for search for a given agency.

Context/Problem Statement:

A large multinational company and top brand advertiser with marketing teams distributed around the world was facing challenges in helping its fast- paced marketing organization find the right agencies in their approved roster to carry on various marketing assignments, ranging from creative, media, digital, social and more. As the company grew, so did the size of their marketing department. Finding the right agencies became even more critical for its hundreds of marketers – organized around various business units and distributed around the world. Enabling busy marketers to find a perfectly skilled agency partner by leveraging a well-organized and easy to use online roster solution would reduce time and resource churn while improving the accurate matching of assignments to the client-approved agency talent.

The Solution (RosterDeliver™)

This multinational top brand advertiser tasked Agency Mania Solutions to implement a custom version of RosterDeliver™, an intuitive roster database and search capability, specifically built around their unique business requirements.

This concise, well-structured roster management tool provides the company’s marketers with a single destination and myriad to search filters and data points to help them find the perfect agency for their needs. The company migrated data from its procurement systems and other sources as a starting point and asked its roster agencies to securely access the tool and update their own profiles. The advertiser’s Agency Roster is now a flexible one-stop online solution specifically designed to provide easy access to up-to-date information about agencies – detailed contact information, recent work examples and awards, approved capabilities, past agency performance results – in various service categories such as creative, media, research, and more. Example Data Points:

  • Corporate info
  • Key Contact(s) info
  • Experience Locations & Capabilities
  • Clients/stakeholders
  • Clients (incl. other Brands)
  • Work Samples & Awards
  • Stakeholder feedback

Results
• Deeper stakeholder engagement
• 85% of spend with preferred agencies
• 20% reduction of tail partners
• 12% reduction of bad records
• Increase in stakeholder satisfaction


By: Bruno Gralpois, Author/Speaker, Thought-provocateur, Client/Agency Guru, Entrepreneur, Innovator

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