Providing the digital expertise along the in-housing journey
Self-care leader Perrigo was moving to a more self- sufficient, agile & integrated media model to facilitate ways of working and drive performance across all channels.
We collaborated with Wavemaker media agency and our client's European division to provide flexibility, consultancy, and digital expertise to take control of its media activities and enable the process of in-housing its digital activation across 25+ markets inEurope.
The client challenged us to go beyond standard training and to provide its central and local teams with a fresh operational framework, strategic digital activation playbooks and a new digital naming convention tool and governance process.
We created a bespoke approach to in-housing globally and locally, which included:
• Workshops and interviews: Collaborated and consulted to assess ways of working and needs
• Ways of working: Streamlined ways of working increasing speed of execution in local markets whilst collaborating with Wavemaker to maintain a consistent overarching communication strategy
• Digital activation excellence playbooks: Built strategic digital activation playbooks to help client in-housed teams build defined strategies and drive successful ad campaigns
• Naming conventions: Devised new digital activation naming conventions to align data approach across client & agency partners, whilst establishing local vs central ownership across data governance
Within 3 months, we built, delivered, and introduced 12 modules distributed over 5 playbooks and a naming convention builder to our client’s central and local teams, to enable the first wave of 11 European markets to start activating digital campaigns in-house as of January 1, 2022.