OVERVIEW
This Global CPG company was deciding whether to invest finances into their media strategy but The challenges faced by the Chief Marketing Officer were that they needed to better demonstrate the effectiveness of their media investments to gain the confidence and financial support from the C-Suite organization.
The Chameleon team was tasked with helping to develop their media investment strategy. We proposed a collaborative approach to transform the existing remuneration structure for the agency/client relationship, thereby incentivizing the agency to look for new opportunities for increasing the return on media spend.
After working with the client to understand existing structures, we identified and delivered plans to improve the client’s audit methodology, remuneration structure, and understanding of agency deliverables which changed their investment approach.
Through our collaborative work, the client saw a 20% year-over-year increase in the delivery of media value. The agency had clearer metrics for measuring success, leading to higher morale for the client and agency teams and the C-suite gained a clearer understanding of the media spend impact, acknowledging marketing’s role in helping out perform business targets which ensures future support.
