Google | re-alignment of global creative resources and operational systems to enable efficiency and improved collaboration

scenario:

We consulted with the creative team of this global leader in web search, analytics, advertising and hosted applications. The creative team focuses predominantly on business-to-business communications and was facing several operational and organizational challenges including:

  • general confusion about the roles and responsibilities of their whole team – including the B2B “studios” and the B2C innovations group – as well as individuals within the team
  • studio teams without the bandwidth, scalability or specialized skill sets to take on more strategic/conceptual projects or to meet the growing needs of global B2B marketing
  • inconsistent processes, communications and relationship styles across the different locations lead to variable client experience (dependent on which location you worked with or who you talked to)
  • home-grown technology that didn’t support the growing and changing needs of the different creative teams
  • change and speed-driven culture

actions taken:

Cohen Miller conducted a comprehensive interview process, both on-site and virtually, with key team members and marketers/clients around the globe. We analyzed their current operational strengths and challenges, and made several recommendations including:

  • a customized tiering strategy that unified goals and priorities globally and across different business units
  • addition of a new group focused on overall operations – Global Creative Operations – and relationship manager (RM) role to act as point of contact for all requestors and properly assign work to internal and external resources
  • a system for engaging external resources based on fact-based tiering strategy
  • restructured processes across teams
  • requirements definition for technology implementation and improvements

outcome:

Provided strategic, actionable solutions that are currently being implemented by the company’s internal team, including a focus on operational roles, improved technology and process alignment across global locations. Further outcome and updates to follow.