Unravelling the Complexity of the Marketing Services Landscape
Stakeholder: CEO
The Challenge
The Royal Mail were going through a period of assessment and evaluation in relation to their creative and digital agency roster. There was a need to select a creative, production and activation partner that would enable long term stability around their growing omni-channel proposition. The CEO was keen to understand the make-up of the marketing services landscape and receive recommendations to determine the right partner for the future.
Why TKM
Our knowledge of the marketing services landscape, segmented by advertising, media, digital, design, production, communications, PR, customer engagement, performance, retail and content agencies, as well as a handle on the latest MarTech to enable content automation, workflow and asset management ensured we were able to advise Royal Mail on their wider agency partner programme.
What We Did
We conducted analysis, interviews and research on the following areas of the marketing services landscape:
- Market definition and glossary of all omni-channel services, an A-Z
- Definition of all technologies, an A-Z
- Definition of the market structure, and agency segmentation
- Market analysis by size and spend
- Latest trends in omni-channel marketing
- A-Z of the competitive set, for both marketing experience and marketing operations, segmented by description, geography, classification, primary services
- Recommendations to inform growth strategy and partner strategy
What We Delivered
We “unravelled the complexity of the marketing services landscape” by producing a bespoke c-suite report that defined, analysed and identified the services, capabilities, trends and market leaders of the marketing landscape, upon which strategic decision could be made. This was presented to the CEO, CFO and Royal Mail board.
The Outcomes
Provided the Royal Mail CEO and board with the latest insight, analysis and recommendations to make informed decision on mergers, acquisitions, partnerships and investment in relation to their shift to omni-channel marketing.
