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Projects

  • Case 1: Globaler Mediapitch for a leading german industrial firm (2013)

    Background:

    After 7 years without a media pitch, our client wanted to globally pitch its media agency in order to:
    - Validate the existing partnership or define a new one
    - Benchmark both strategic approach and agency cost

    Measures::

    Design of a holding company concept
    Agency longlist: design of profiles incl. agencies from WPP, Publicis, IPG, dentsu, OMG, Havas
    Holistic evaluation of the agencies regarding strategy and channel expertise, experience
    with account management, B2C and B2B know how, team structures, detailed service
    requirements and agency cost
    Involvement of all relevant stakeholders within the matrix organisation of our client
    Process support, administration, decision papers and documentation

    Result:

    Design of a holding company concept
    Agency longlist: design of profiles incl. agencies from WPP, Publicis, IPG, dentsu, OMG, Havas
    Holistic evaluation of the agencies regarding strategy and channel expertise, experience
    with account management, B2C and B2B know how, team structures, detailed service
    requirements and agency cost
    Involvement of all relevant stakeholders within the matrix organisation of our client
    Process support, administration, decision papers and documentation

     




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  • Case 2: Marketing resource management at a leading industrial gases company (2013)

    Background:

    Our client is a global company with a complex matrix organisation
    No data on channel effectiveness and efficiency available
    Budget allocation is done mostly based on intrinsic knowledge and experience
    Decreasing marketing communications budgets over the past 10 years due to missing proof of impact

    Measures:

    Local workshops on channel effectiveness and efficiency – translating knowledge into data
    Validation of channel ranking with market benchmarks and media insights
    Derivation of ideal budget allocation and comparison with actual budgets
    Making marketing communication impact measurable by defining classical branding KPIs
    Test run of Budget Allocator©

    Result:

    Global rollout of bottom-up budget planning including Budget Allocator©
    Significant budget raise for marketing communications
    Insights into how different channels qualify given defined objectives and/or budget frameworks
    Learning process on channel efficiency incl. approaches to include primary Research

     




  • Case 3: Ganzheitliche Optimierung einer Marketingabteilung in einem führenden deutschen Geldinstitut (2012)
    Background: Our client started a global operational excellence program and set ambitious saving targets within the 
    whole organization.
    driving growth group was mandated to realize saving potential identified withing the marketing 
    department.
    Together with our client we set the goal to increase efficiency and effectiveness using cost and
    process optimization. Also, transparancy had to be secured and the supplier relationship improved
    (workflows and interfaces).
    Measures: Work process and suppliers structure analysis: status quo, interfaces development, needs
    formulation and transcription into a new system.
    Process definition, supplier assessment and prioritization (master contracts, price lists,
    quality assurance, colored sample tests).
    Introduction of a working platform that enables an integrative and parallelized cooperation -
    within the department and the service providers.
    Consideration of particular agencies, pre-press (set, litho) printing / paper, image databases,
    electronic archiving and file management, and shipping
    Result: Cost transparency (direct calculation possible) especially through preferred supplier set ups,
    establishment of agency price lists ("Pay for Results") and well-defined process flows.
    Introduction of a central platform for integrated communication and database
    Reduction of media changes and process loops (eg. duplication)
    Significant increase of "time to market" from the beginning and the conception
    towards the Distribution.

 

Contact

driving growth group GmbH
Gutleutstraße 163-167
60327 Frankfurt am Main

Tel: +49 69 8700157-00
Fax: +49 69 8700 157-99
info@driving-growth.com