As MCA gained more and more global clients, we found an opportunity to expand our technology tool-set to increase transparency across all advertising production spend with our global household and consumer product client. Our client was asking us to help them identify where, what, and how much is spent and with whom.
In the early stages, we realized we needed to develop a secure, simple tool which would provide our clients insights for which they could take valuable action. We had two audiences in each client organization – Procurement for visibility of budget and Marketing to control those budgets and reallocate savings for more impactful communication. The only way to do this was to make sure ALL suppliers engaged with the brands, whether we worked with them in another capacity or not. In essence, this system has replaced the agency estimate process.
In the first year, we were able to identify and clarify all expenditure across our inaugural clients’ agency network. For the first time in their history, they had a clear overview of everything. In the second year, we had captured all expenditure, rolled out the system to all brands and agency suppliers so we were able to provide budget and bid analysis across all their campaigns.
As a licensed product for a small percentage of client production spend, this client was able to see dramatic savings in their production, valuable insights and benchmarking and clear visibility of their hard-working marketing dollars, for all divisions in all regions.
June 11, 2020