About This Project

We were asked to initiate a comprehensive review of our US CPG client’s consumer agencies on the proposed 2021 SOW, including benchmarking rates and workflow against industry standards. We were to conduct evaluation of current workflow with an eye toward increasing quality and efficiency going forward, without disrupting the business, then provide prioritized, actionable recommendations, potential savings opportunities and timing in order to have immediate impact on the brands.

APPROACH
– Worked closely with project leads to obtain a high-level understanding of the key issues
– Reviewed Agencies’ proposals and supporting documentation
– Met with key brand team members to collect feedback from user point-of-view
– Scheduled calls with agencies to fully understand the rationale behind their proposals and clarify questions
– Compared 2021 proposed agreements with past year to fully understand the difference driving the increases
– Reviewed agency staffing plans and associated rates against industry benchmarks

OUTCOME
– Resolved hourly rate differential between brands
– Addressed agency “backing into the budget” by implementing a formal Planning Process Kick-off
– Proposed to implement Performance Management system with agency to address process improvement opportunities
– Restructure SOW for flexibility to eliminate duplication as in-house staff is brought up to speed
– Proposed transparency in staff allocations by workstream that comprise the retainer
– Agreed for brands to provide formal briefing to agency to inform the next year’s SOW

US: Agency SOW & Process Rationalisation

Date
Category
Agency SOW - NA, Marketing Transformation
open