Nokia had 64 local sales units (LSU), some covering multiple countries, each with its own product set, pricing, offers, unique market, channel and consumer situations as well as legal requirements.
The LSUs operated autonomously and used their own local agencies to adapt and produce central campaigns, often altering them. As a result of the disconnected development, Nokia was experiencing inconsistent local strategies, communications and quality. They also had inflated production budgets due to inefficient processes and duplication of effort. Significant rework caused production to absorb 60% of Nokia’s total digital budget in some countries.
In 2009 Nokia consolidated all of its digital development and activation work with Wunderman – for the first time, a single agency would be responsible for executing Nokia’s marketing around the world.
Recognizing the value that offshore production could play in this engagement, a key component of the solution was to activate all global digital production through a hub-based infrastructure with Deliver.
Solution
Wunderman and Deliver designed a single, consistent, optimized model and process:
- Leveraging four digital production officesin low-cost markets as the central production hubs to serve all LSUs
- Supported by Deliver’s easy-to-use workflow platform, which includes operations reporting
- Connected to Wunderman’s Global Analytics & Intelligence (GIO) platform and Tagging Services Center (TSC)
Results
- Governance
- Proactive management
- Best practice
- Approval & collaboration process
- Tools and technologies
- Service Level Agreements
- Analytics
- Reporting
- Optimization
- Reduced production cost from 60% to less than 20% of total budget through:
Reduction in cost per FTE
Efficiencies of scale
Process optimization
Reduction in rework - Increased uptake of global campaigns by LSUs to over 90%
- Increase in campaign and communications quality and effectiveness
- Consistently meeting or exceeding SLAs
- LSUs are using the hubs for out-of-scope local work
End-to-end “stack” supports global-to-local deployment:
