ING BANK

Situation:

Work:

Results:

ING and its medium-sized ad agency were dissatisfied with the effectiveness and efficiency of their marketing results. The poor outcomes were caused by a fundamentally flawed work development and execution process. Problems include unclear requirements, sign-offs, roles and direction, which were all affecting the quality of the creative work developed.

The agency was ready to end the client relationship because the never ending conflicts, disrespect and disregard of agency recommendations were costing the agency employee morale and attrition. It did not help that unnecessary rounds of revisions was increasing the agency’s cycle times and operating costs. Given the fixed retainer, the account was becoming unprofitable.

To determine an appropriate solution, SigmaWorks recommended and ran focus groups involving both agency and client stakeholders to identify the root causes of the issues that were negatively impacting the agency/client relationship and the joint work process.

As a result, clearly defined roles and responsibilities, an efficient creative sign-off process, agreement on upfront creative brief and guidelines, were developed from the focus group discussions and selected for implementation

• Our work saved the agency $500,000 in operating costs. In addition, the client/agency relationship was salvaged with a 49% reduction in overall process steps, 25% reduction in ad development cycle time, and a 59% reduction in overall revision points.

• Teamwork and collaboration also improved significantly between the agency and the client, and between internal client and agency teams.

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Performance and Productivity Services