The Challenge
Julie, the CMO of a leading sporting goods company, faced a critical problem: managing seven agency partners. Across creative, events, social, digital media, traditional media, SEM, and PR the company's brand message felt more like a cacophony than a unified roar. Each agency, while excellent in its domain, operated with its own interpretation of the firm's brand identity and all were briefed separately.
This led to:
- Inconsistent Messaging: The tone on social media didn't always align with event activations.
- Inefficient Review Cycles: PMs spent excessive time providing feedback, often reiterating the same brand guidelines.
- Diluted Brand Impact: Customers experienced a disjointed narrative.
Julie needed a solution to ensure every communication, across every channel, spoke with one clear, compelling voice.
The Solution
Julie tapped 99Ravens to serve three core agency management functions:
- Centralized Strategy Development: The marketing team used 99Ravens to define a singular, comprehensive brand strategy.
- Derivative Brief Creation: For each campaign, the team created derivative briefs tailored to each of their seven agency partners.
- Brand Compliance: The brand team built an expert AI Agent that embodied the brand's strategy and made it available to the agencies.
Results
Immediately after roll-out the cost and complexity of managing agencies on multi-channel campaigns fell drastically with the most obvious impact being far fewer meetings and creative revisions.
While the project was started as a way to manage external stakeholders, the most impactful and unexpected result was with their internal social media influencer management team. Due to the lower management burden the company is now able to tap micro-influencers who each have lower reach but higher impact and conversion metrics.
Work with Us
If you have a complex ecosystem of external partners to manage within your marketing workflow then book a demo today to find out how we can help