An Industrial Conglomerate Boosts Integrated Marketing Capabilities with Agile Teams

Challenge

To power digital campaign build and activation across all digital channels.

A multinational industrial conglomerate headquartered in the US was looking to develop each business team’s integrated marketing campaigns in a nimbler approach that would give them flexibility in resource planning and fulfill activation requirements for multiple local markets.

For one of their business groups, they needed a team that could scale, and achieve the speed required to launch timely campaigns.

Solution

Creating a team with a focus on improving campaign time to activation and generating leads

We created a dedicated on demand team for each division, for campaigns comprising of 9 markets in total. Hire Digital’s vetted Digital Project Managers, Content Strategists and Digital Designers were handpicked to work on Strategy, Content Production, Campaign Build, with complete coordination with Trans-creation, Marketing Automation and Media Planning teams.

Flexibility in campaign resource planning

Each business team has access to talent on demand if quarterly resource planning made available opportunities for new initiatives, where lead time varied from a week to 30 days.

Speed to market

On demand teams reduced the need for countless campaign reviews. Hire Digital’s in-depth understanding of internal approval workflows and each market’s requirements helped the division to deliver faster and more targeted campaigns.

For example the E-commerce team was set up with the right communications platforms and workflows necessary to provide copywriters and platform designers with information specific to each product SKU, in order to deliver product content optimized for multiple platforms. This allowed inter-team communication to be as efficient as possible.

Cost savings on agency spend

Working with Hire Digital, the company’s divisions benefited from having agency capabilities in-house and streamlined communication with on demand teams working alongside internal team members, without bearing the additional costs of working with an agency.

Because of the setup of a dedicated agency within the team, it also provides material cost savings. These come from additional team output, fewer frictions with inter-team communication and improved agency productivity with better visibility into the brand’s marketing stack and workflows.