A major Australian bank wished to review its approach to
marketing investment, including agency arrangements.
What was the question?
Should the bank modify its agency arrangements to better meets
its organisation and marketing needs? And if so, what structure,
process and management system should underpin the change?
What did we do?
- Assessed the bank's functional marketing and communications
support requirement needs
- Evaluated key management/agency interface, including key
processes, roles and service
- Developed a suggested approach for how to manage agency
services including briefing, reviewing and measuring
performance
- Recommended changes to organisation structures
What was the outcome?
It was recommended that the organisation retain their agency and
invest in improving client skills such as briefing and exercising
client judgement. Furthermore, remuneration was revised and a
performance review system was introduced that put more of an
emphasis on accountability.
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