Driving global visibility and best practice for Perfetti van Melle

Objectives

As a globally distributed advertiser, Perfetti van Melle was looking to increase visibility of their digital media buying across markets, increase transparency, and improve the quality of media and trading by reducing digital wastage. The Perfetti teams set out to create a structured governance programme across markets and business units – designed to create accountability, and maximise the value of digital investments.

Our Approach

The programme initially launched across five key markets, and expanded to 16 markets in the second year. As strategic partner to Perfetti, we support the media team through;

• Design, roll-out and management of rules-based Golden Principles for best practice trading (value levers) – used to structurally analyse digital performance and identify the issue areas that are driving waste
• Create a robust data and insights infrastructure to provide timely and independently validated visibility of delivery and performance across markets
• Actionable insights in digital performance, quantified recommendations for value improvement and tracking of realised efficiency.

Business Impact

Perfetti van Melle’s Governance Programme creates transparency into the buying practices across markets, and increases the returns from media investments.

Within a year, we helped Perfetti realise up to 53% of their initial value opportunity across markets through close collaboration and effective change management.

In the second year we expanded the programme across 16 markets to further increase accountability and drive value.

We continue to work closely with the Perfetti teams and agencies to maintain a robust source of truth for their digital trading practices, helping them eliminate waste and drive further value globally.