One size fits all – but every organisation is unique

A major task of any global marketing organisation is to manage and optimise the marketing process and the consistency of the brand experience. By collaborating with the right marketing service partner and by implementing an efficient infrastructure, marketing organisations can improve performance both externally and internally. Making them an asset and not a cost centre for a company.

To make this happen, there should be an alignment of external marketing activities, and an integration and optimisation of different marketing efforts within an organisation. This will help optimise resource allocation and improve efficiency, both in terms of cost reduction and more consistent quality throughout all marketing efforts. To achieve these improvement goals, marketing organisations have to work with some degree of centralised setup.

But one size doesn’t fit all. That is why there needs to be a thorough understanding of organisation–specific needs and structures to create and develop the right setup and an efficient infrastructure.

Integrated tools

AdPeople delivers marketing service infrastructures based on a palette of fully integrated tools. These tools are developed in–house to meet the specific needs of the marketing industry – not a standardised BPR program that has to be adapted to industry needs. Our more than 10 years of experience in developing tools and solutions has given us an in-depth understanding of best practices and the needs of global marketers.

To be efficient, it is vital that tools work seamlessly around the world – with no manual work required and an ability to share work with agency partners based on distinct user rights and complete tracking capabilities. Tools should also be able to perform a number of tasks: reuse of assets, self–service production and detailed reporting on production, vehicle performance and more. Based on this insight, AdPeople has developed a truly global setup for the global marketer. This includes the flexibility to handle different degrees of centralisation vs. decentralisation, which allows us to support many different organisational needs.

Driven by technology

We also constantly monitor new technologies, leaner processes or other innovations to improve our marketing service solutions for our clients. This involves tracking, measuring and documenting the performance of what we develop and deliver. We have our own R&D team dedicated to this important task.

From our experience, we have learned that using technology-driven processes can help smooth the transition into a more efficient model and organisational setup – by projecting and enforcing new work processes to improve performance on crucial parameters.

When the right setup is developed and implemented, the reduction in chain of command is one of the major benefits. Delivering a powerful management tool – for control and monitoring – to handle today’s dynamic business environment. This benefit will leverage the strategic position of the marketing department within the company’s organisation.

Lean agency

AdPeople constantly tries to be as lean as possible. One example is that we are organised with central hubs, with all resources in-house – not a complex network of regional or local offices around the world.

Together with our tools, this enables us to assist our clients to activate and deliver their marketing communication more efficiently to all of their markets.