The Challenge:
A prominent international luxury brand faced inefficiencies due to the coexistence of globally produced content and local market adaptations, including media activations and cooperative advertising across 37 markets. This resulted in redundant assets and a significant drain on marketing budgets. Moreover, the deployment of global communication strategies was sluggish and often deviated from the brand’s guidelines. The objective was to streamline costs, enhance brand uniformity, and expedite the creation and distribution of timely content.

The Approach:
A dedicated team comprising project managers, creatives, producers, media, and tech experts conducted an audit of the existing operational methods. Through comprehensive interviews with local marketers and media personnel, they documented the current processes and their rationale. The subsequent phase involved selecting an ideal global partner capable of delivering local market insights, copywriting, superior design, and scalable distribution. A new operational model was conceived and trialed in a specific region. The pilot’s outcomes were scrutinized, and the insights gained were integrated into the global rollout strategy. To support this transition, extensive training materials, including documents and videos, were created. A unified campaign management technology platform was introduced to enhance transparency among the client’s marketing departments and agency teams. The original 37 markets were consolidated into three regional hubs responsible for overseeing local creative efforts, production, and media operations, as well as integrating any new markets in the future.

The Outcome:
The restructuring led to a 60% reduction in costs for each market within the first year of implementation, with subsequent years witnessing an additional annual savings of 10-15%. Brand consistency rates soared from below 30% to 98% following centralization. The timeframe for global content rollout shrank dramatically from four months to under four weeks. Client satisfaction levels reported by both global and local teams exceeded 95%, affirming the efficacy of the cost savings and partnership, which enabled a reallocation of marketing funds towards more impactful and strategic initiatives.

The Challenge:
A leading global financial services company faced the complexity of managing an expansive network of creative and media agencies, including four creative agencies, three media agencies, two social content agencies, and numerous local production partners across 125 markets. This sprawling structure led to inflated budgets, inconsistent brand messaging, and growing dissatisfaction among marketing teams and agency partners. Amidst this, the firm’s nearly $500 million global marketing strategy demanded uninterrupted execution.

The Approach:
Understanding the magnitude of the task, the company embarked on a transformative journey, beginning with a firm commitment from the top-tier leadership. A steering committee comprising key figures from each partner agency was formed, spearheaded by the SuperQueen team. Comprehensive project plans spanning creative, media, strategy, finance, technology, and production were developed. Milestones were set, resources allocated, and budgets harmonized. Pilot projects were swiftly launched to evaluate and refine the new processes. After a year of rigorous testing and adjustments, the global and regional leaders ratified the revamped approach, which included team restructuring, workflow consolidation, centralization, offshoring for efficiency, formation of agile tactical teams, and the adoption of a unified data-driven campaign management platform.

The Outcome:
The strategic and creative brainstorming was consolidated into two primary global creative agencies, each focusing on B2C and B2B objectives, respectively. This reorganization achieved a unified brand narrative and a significant 35% reduction in brand creative expenditure. By integrating social content teams within these agencies, the time-to-market for social campaigns was drastically shortened from months to mere days. Data management was centralized within a single team that collaborated across media agencies, establishing a unified data repository and enhancing strategic insights on target audiences and platforms. The implementation of a comprehensive asset and campaign management solution eradicated almost all duplication of sourced imagery and footage, and markedly increased the repurposing of successful campaigns across markets—from under 10% to over 50% within the first year. The cumulative effect of these changes led to a 35% cost saving for the global and regional marketing teams in the first year, with a sustained 15-20% savings in the following years.