Companies today face significant marketing and communication challenges to deploy ever more efficient omnimedia campaigns with limited resources.
Between the often short-termist strategies of cost-killers, the seemingly endless range of expertise offered by general consultants, and the conceptual, not to say stratospheric, tendancies of consultants in organisation and strategy… It seems to us that companies are looking for independant, expert, flexible, specific solutions to adapt to technological evolutions / new user behavior, and improve their commercial, operational & financial performances.
harpagon consultants have carried out over 60 assignments for 51 corporations to tackle these issues since 2009
harpagon – everything matters…
Contact usWe are 14 experts from the corporate world, specialists in our fields, to quickly get to the heart of issues and to build concrete and appropriate solutions to the challenges faced by marketing, digital and communications advertisers.
“harpagon optimises spending and marketing processes intelligently and thoroughly without ever forgetting our main concern : brand value development”
Stéphane Bodier, Chairman and CEO Mediabrands
Contact us“The responses were tailor-made with no pre-established solutions, and, as planned by harpagon, the target performance has been reached and is still valid a year after the end of the mission”
Pascal Traineau, Procurement Director, General Services and Real estate, Lagardère Active
Contact usfrench media group (TV, radio, press) media budget: €15m > 30 brands:
main issue:
– obligation to share media budget across 3 production departments
– to challenge the brands’ media strategies
– draw up design strategy procedures and media plans for the 10 main brands
– set targets, optimise similarities and coverage (support, sharing)
– concentration on reduced nb of supports where high coverage/similarity in targets
– setting up direct agreements on 4 key supports (TV, radio)
– simplification and professionalisation of media and professional coordination procedures (roles/responsibilities, year/quarter retro-planning, specific plan of action on key campaigns, briefings, exchanges with production depts, ROI)
-> 10% additional financial leeway for reinvestment on strategic channels/supports
major B2B player in France top 5 website in traffic presence > 50 countries
main issues:
– reposition brand and give it a new identity
– mirror this new positioning in all countries
– establish operational actions to reflect this new positioning
– support the marketing team and the media agency in the definition of the new baseline and new positioning
– define, launch and analyse internal qualitative studies with clients
– establish a more client focused organisation and reflect this in the new positioning
– new procedures with clients
– proposal and feasibility study of 2 new products reflecting the new positioning
– reflect the new positioning in all countries with slight local differences
major player in specialised distribution in France – 121 shops in France
main issue:
– maximise added value in agency
– revise board fees, preserving agency relationship
– analyse details in fees/contracts/agency deliverables
– challenge advertiser needs and strategy n + 1
– rethink contractual mechanics (annual vs à la carte)
– build relevant progress plan (kpi and incentives)
– adapted agency contract (fee transparency)
– “consumption consulting service” adapted to real advertiser needs
– strategic agency added value fully expressed
-> 40% savings on fees
– 5 kpi and agency incentive on results
major European player in household equipment – 291 shops in 7 countries:
main issues:
– improve the agency collaboration procedures
– > productivity + focus internal team on key missions
– analyse procedures (best practice/malfunctions)
– update general creative procedures
– construct agency deliverables & route sheets
– negotiate fees consulting creation
– greatly improved briefings – >30% gain in time for internal teams
– move from mono > multi channel functioning
– 38% savings on allocated budgets
multi-media group CAC 40 media budget €25m 5 brands in top 3 in France, within their sector
main issues:
– challenge current strategy
– maximise campaign power
– select sample of 20 campaigns with strong challenges
– simulate GRP based on harpagon recommendations
– complete 12 campaigns with harpagon support (from agency challenge briefing and performance analysis)
– revisit relationships & contracts with 3 media agencies
– average increase in GRP +15% at iso budget/coverage/target similarity
– motivational & simplified agreements with media agencies
– simplification agency steering performance: 4 KPI versus 32
– revaluation of incentive agency of 4 KPI (+ 50% on total value vs N-1)
leading european multi-media group
media budget > €20m
20 brands including 6 premium brands
> 30 KPIs in media agency contracts
main issues :
– implement best practices in relationships with current media agencies
– generate savings (technical & agency fees)
– optimise campaign performance
– review and/or implementation of direct agreements with strategic media (tv, radio, press)
– construction of a best practices referential on inter BU coordination, from brief to trimestrial business reviews with each agency
– complete review of agency/advertiser relationships (BU and centralised media coordination)
– agency incentives : 4 adapted KPIs (vs 32)
– GRP +15% with same budget
– 10% savings (technical fees, external/internal time spent)
sports federation 1 built-in manufacturing studio 6 people > 300 contractors > 2400 creative productions per year
main issues:
– review internal studio organisation/processes and other departments
– secure and simplify the management of the activity
– significantly reduce use of subcontractors (obj -20%)
– adapt planning to production constraints
– clarify roles and responsibilities
– create/deploy model for operational and common briefing
– develop inbound studio traffic management tool
– develop internal/external weekly planning tool
– generate order history
– train 10 stakeholders on new tools & processes
– better anticipation of future projects: smoothed out workload (12 months view on recurring products)
– decrease of 30% recourse to freelance
– clear internal roles and responsibilities
– round-trip briefings reduced by 75% (standardised, customised and complete)
– daily management tool for Managers (traffic and load distribution)
major player in HR in Switzerland – CHF50 million, 25 clients –
main issues:
– strong competition from digital
– introduce new “disruptive” recruitment model
– create potential candidate base
– analyse Swiss digital recruitment market and recommend strategic approaches
– accompany setting recommendations and develop new digital channels (new website, mobile app)
– develop marketing strategy for the acquisition of rectors and potential candidates
– launch new website
– mobile application launch with new candidate/recruiter relationship model
– decrease of 10% in timing of recruitment cycles
– development costs reduced by 20% vs initial budget
sporting organisation (top 3 in world)
main issue:
– optimise risk management process (communication, financial, media, heath) to manage/secure delivery proofs
– identify process and map organisation/tools
– recommend alternatives in accordance with speed, security, confidentiality and nomadism
– validate target tracks / schemes and secure resources
– desktop & mail replacement by own mobile app
– simplification of emails/sms/voice calls by BBM type system
– setting up in app social monitoring media to adapt risk management system every 2 hours
B2B brand with a strong spontaneous recognition – presence in more than 60 countries 50 people in France including 10 in the marketing team
main issues:
– + 30% leads on digital channels
– optimise social networks and unite community of potential customers
– piloting 3 digital agencies
– analyse digital social media performance
– set objectives & KPIs
– select appropriate social media
– define editorial line and type of content to be broadcast
– define annual budget and action plan
– linkedin: +5% followers and +15% shared content vs n-1
– facebook: +2% like per month vs n-1
– +17% social media leads vs n-1
major telecommunications player – international +€40m turnover
main issues:
– improve web conversion rate
– simplify web browsing
– analyse & test behaviour indicators (mouse / panel)
– coordinate & centralise needs in behavioural analysis
– source & test market solutions
– launch POC internally and analyse campaigns
– implementation adapted solution for needs
– + 3% conversion vs n-1
– web client path definition and UX improvement recommendations
international sporting organisation 6 countries – 4 languages
main issues:
– professionalise crisis management procedure
– set up fast, modern and adapted solutions
– implement mobile app
– collect user needs
– define main elements to be emphasised in mobile app
– complete screen map and screen interactions
– coordinate external stakeholders
– set up map screen & wireframes
– drafting specifications for external service providers
– securing transmitted data
– monitoring social media
company in mobile game sector – 25 countries +50 apps
main issues:
– publish app store/play store
– successfully launch flagship game
-> 5% additional traffic on Tier1 countries (USA, Europe, Oceania)
– minimise churn and app uninstallation rate from 20% to 15%
– define & drive mobile marketing strategy for qualified traffic acquisition
– drive App Store Optimization (ASO) strategy, social media, PPC
– search and maximise long tail keywords (strong traffic & low competition)
– + 300K download in first month (especially USA)
– + 80% revenue vs budget
– deinstallation rate 14%
B2B brand with strong spontaneous recognition > 60 countries
main issues:
– + 30% leads on digital channels
– maximise SEM performance (Google Adwords (SEA) and SEO)
– define new keywords list
– coordinate & implement optimised content production strategy
– implement A/B testing solution (SEA optimisation)
– CPC decrease of 19% & CTR increase of 92% vs n-1
– CVR increase of 289% vs n-1
– implementation & configuration A/B testing
– Google ranking out of 100 new relevant keywords
3rd e-commerce site in France -> 9 million unique visitors per month
main issues:
– Improve ROI loyalty programme
– control quality affiliated partners
– facilitate/optimise multi-lever acquisition management
– analyse needs and strategy multi-country affiliation
– identify suitable affiliate partners
– change traditional pay platform model
– launch competition, negotiation and contractualisation
– develop tools to control investment by acquisition levers (affiliation, retargeting, SEO/SEA, shopbot…)
– SEO partner with genuine support/development strategy for affiliate program
– pay platform model truly oriented ROI (break with market practices)
– Affiliates referenced according to advertiser criteria and objectives
– ROI control all acquisition levers
-> 25% savings
major player in distance selling -> 300 brands
main issues:
– increase pace of customer acquisition
– reduce costs
– use Facebook to identify potential customers
– evaluate customer shopping experience (according to channels/device)
– evaluate purchase intentions
– develop personalised offers
– CVR increase from 16% to 26%
– CTR increase of 100% vs n-1
– decrease 49% acquisition costs vs n-1
3rd French e-merchant: 10 million unique visitors/month
main issues:
– develop presence on performance display levers in a context of rationalisation of advertising investments
– collect/challenge needs
– identify suitable partners
– launch competition, negotiation and contractualisation
– test & learn 3 solutions selected on 5 campaigns
– adapted RTB partner selection
– use first-party data from CRM
– transparency: removal of black box effect
– customised targeting (format message)
– branding campaign performance tracking
OTC pharma group – world leader +50 product managers 15 brands 30 service providers
main issue:
– professionalise the production process for printed materials
– map expenses, processes, organisation, tool, performances
– sample benchmark 10 co-validated campaigns (quality of support, deadlines, processes, full costs)
– identify opportunities to expand recommendations (+ business units)
– consult European print management market
– deploy solutions to 5 European subsidiaries
– implementation of print management platform
– selection and deployment of a collaborative tool
– coherence & quality of supports improved: reduction catalogue supports 20%, concentration investments on key campaigns
– earnings > 25% in full costs – productivity teams + 20% & time to market campaigns -25%
– perpetual devices n + 5
retail distribution brand > 10 countries
main issues:
– enrich customer knowledge
– identify cross/upselling opportunities
– select DMP matching needs + speed of deployment & compatibility with existing device
– audit existing ecosystem (practices/data/tools)
– draft DMP specifications
– RFP, analyse and select service provider
– enrichment of customer knowledge according to customer experience cycles (purchasing behaviour, campaigns …)
– DMP launch
– definition of new cross/upselling campaigns
– analysis of media performances and definition of channel segmentation according to performance
major European player in household equipment – 7 countries & 291 shops:
main issues:
– secure the flow of information (confidentiality)
– team productivity
– modernise/digitalise organisation, processes & tools (PAC, workflow, execution/pre-press)
– conduct 35 interviews with stakeholders
– synthesise macro needs: tech/functional/financial scenarios
– identify suitable partners
– draft technical and functional specifications
– deploy tools (establish settings, receive, test, set up)
– improved productivity (> 30%)
– secure content
– internal team refocused on key missions
-> 40% savings on direct costs execution / pre-press
key player in equipment rental in France – 430 agencies
main issues:
– optimise advice and creation fees
– reduce delays in campaign production
– audit advertiser process <> agencies
– identify multi-agency collection areas
– define internal responsibilities and leadership
– identify suitable agencies and expected processes/deliverables
– launch consultation agencies, negotiate, contract
– 38% savings on agency and pre-press fees
– implementation of a collaborative tool (secure validations)
– time to market – 25%
– clarified/simplified internal responsibilities
major European player in household equipment – 291 shops in 7 countries:
main issue:
– improve pre-press time to market and optimise costs
– analyse pre-press agency deliverables (create/format/offer)
– segment production by type of page/face/support according to actual complexity and omnichannel ON / OFF
– analyse environment tool and IT
– source operating tools and partners adapted to commercial practice rhythm
– launch consultation, negotiate, contract
– deploy tools (establish settings, receive, test, set up)
– productions offered paper / digital
– semi-automatic production of operating docs
– setting up adapted tools: saving time, less round-trip corrections (about 40%), fewer errors
-> 60% savings
international textile retail group – 800 points of sale in Europe, Asia & USA > production: 18000 visuals per year
main issue:
– significantly increase quality and quantity of filming
– optimise production organisation, process and costs
– consolidate all brand requirements
– build common technical specifications
– identify volume providers to manage rhythm and volume
– redesign pricing system and purchase terms
– objectify photo studio productivity
– launch consultation, negotiation, contracting
– develop cost modelling tool
– better visual quality (access to superior categories for models and photographers) to iso budget
– transparency in production costs
– simplified production process (2 studios vs 3)
– selection of collections to shoot by full web tool
-> 30% savings
leading bi-media group in France in print-digital broadcasting and audience (25 titles/30 sites)
main issues:
– reset conditions for visual purchasing
– consolidate a range of adapted suppliers
– pilot visual purchasing expenses for each title/site
– challenge and synthesise needs by press title
– build a group approach while preserving interest in titles
– launch consultation on specific suppliers panel, negotiate, contract
– develop a tool for managing Group expenses and volumes
– rationalised supplier panel to meet needs
– reinforced steering of Group and title/site of purchases of visuals
-> 25% savings
– visual purchasing advertiser expertise enhanced
world leader in sport > 40 outsourcers 5 BU (sporting domains)
main issues:
– reorganise Service Editions & Production of content following departures to optimise performance
– increase creative quality campaigns
– harmonise generic support catalogues
– generate recurring savings
– audit work/content samples
– challenge and redesign collaborative processes and associated tools
– identify make or buy opportunities and increase productivity
– diagnostic report & recommendations in 3 weeks
– make or buy scenarios deployed over 1 quarter
– new organisation deployed over 9 months
– availability of an expert team (head of publishing division recruited by direct approach by harpagon in 6 weeks)
– redesigned and optimised processes (-20% delays)
– cost reduction of 30%
– removal of economic dependence risk
a world leader in the distribution of cultural, leisure and technological goods – 199 stores worldwide
main issues:
– optimise production costs of marketing supports
– map total production expenses (issued by Head Office – issued by Points of Sale)
– challenge, redraw and rationalise 4000 produced supports
– adapt typology suppliers (printers/platform) according to technical characteristics of the supports to be produced
– launch of calls for tender, negotiation and contracting
– 31% savings on production costs (printing, logistics, transport)
– highly improved quality in the supports produced
– great waste reduction by real time referencing of spaces available in store
– delivery time to point of sale reduced by 9 days
european retail brand of household equipment 220 shops
main issue:
– optimise the flow of leaflets for leaflet distribution companies
– map flows and needs over 24/36 months
– bring in depth market solution analysis
– cost each solution with 10 service providers
– redesigned flow: 7 days gained (out of 60)
-> 15% savings
– implementation of “industrial emergency” solution
french leader in specialist retail 160 points of sale
main issue:
– identify and deploy performance plans on direct mail marketing campaigns
– audit direct mail marketing campaigns
– conduct workshops providers/client/harpagon
– organise campaigns & post tests for commercial and marketing performance
– supplier sourcing remodelled to meet upstream issues
– identified traffic + 10% vs N-1 (observed evolution on N and N + 1)
– NFTA reduced by 20%
-> 30% savings
– rationalised suppliers panel (6 versus 15)
major player in French food retail 1500 points of sale
main issue:
– conduct annual negotiations with unaddressed advertising mail distribution companies
– audit contractual arrangements and/or marketing, operational and financial performances
– benchmark
– define negotiating strategy
– support negotiation (analyses and simulations)
– coaching for 2 line managers (marketing and purchasing)
– adaptation of contractual arrangements in line with challenges (geographical area and formats/store performance)
– digitalisation with regards to conformity of services
– optimised total costs -7%
– sharpened marketing skills
world leader in sports
main issue :
– to simplify creative & technical organisation of main press conferences (>40 conferences a year)
– organise an analysis of N/N-3 achievements with main agency
– simplify outsourcing schemes
– RFP/RFQ
– revisit guest segmentation and accrediation process (+ associated online tools)
– establish collaboration schemes with outsourcing network between main agency and outsourcing companies
– help client’s project leader
– 100% of services bought directly by client
– >30% financial impact on client’s P&L
– automated & professionalised accreditation and invitation process
– main agency comforted in its coordinating and creative role
European leader in the promotion of the food industry
France + 15 foreign subsidiaries
main issues :
-optimise supplier panel in all countries
-reduce time to market
-improve ROI
– analyse complete value of system (including ROI) and associate business development and logistics teams
– host client workshops (brands, distributors)
– intergrate and associate closely client’s main european creative and promo agencies
– administer a general public survey (700 answers)
– conduct 3 beta-tests on secondary shows
– source outside of western europe
– implementation of a multi-country system
– harmonisation of creative, graphic, and scenic declinations of brands and agency
– time to market brought back to 110 days (versus 140)
– 50% reduction of supplier panel
– savings > 20%
world player in cosmetics and beauty > 130 countries Turnover > €25m
main issues:
– accelerate e-commerce adoption with increased web traffic
– develop direct relationship with clients through CRM and personalised advertising
– define & implement digital performance dashboard
– define KPIs
– define and implement digital strategy Paid/Owned/Earned (POE)
– setting up dashboard of overall performance (ROI and KPIs group)
– training stakeholders on performance data marketing
– + 6% web traffic vs n-1
– + 4% social media commitment vs n-1
major telecommunications company 30 countries +€40m turnover
main issues:
– decrease Swiss subsidiary multimedia data revenue
– increase the ARPU multimedia data of existing customers (min 12%)
– develop and analyse multimedia data usage among clients according to scenario
– define new customer segmentation according to usage pattern
– define appropriate marketing proposal with product, message, promotion, …
– set up direct marketing campaigns on different channels
– establish direct marketing campaigns on SMS, outgoing and incoming calls, e-mails (newsletter), paper magazine
– set up test campaigns (A/B testing)
– + 23% ARPU multimedia data
major telecommunications company 30 countries +€40m turnover
main issues:
– improve online sales performance and simplify customer experience
– have better understanding of customer behaviour
– extend the initiative to the group’s subsidiaries
– recommend and implement several digital marketing tools to better understand web client behaviour
– train stakeholders in new tools
– deploy initiative in group subsidiaries
– implementation of various tools (A/B testing, ergonomics and UX)
– train team of 4 people
– launch initiative in subsidiaries in France, UK, Spain
B2B brand with – strong spontaneous recognition >60 countries 50 people in France including 10 in the marketing team
main issues:
– + 30% leads on digital channels in 6 months
– maximise investment performance (SEA) and SEO)
– tracking/monitoring of 3 digital agencies working on the project
– implement tools required for tracking lead conversions (online/offline)
– validate agency deliverables (strategy, marketing campaigns, content …)
– define new KPIs – manage agency steering committees
– increase in campaign performance indicators: CTR + 92%, CPC -19% vs n-1
– + 35% leads over the next 6 months
– + 7% web traffic
“The harpagon experts very quickly identified high stakes topics and conceived innovative solutions that brought significant operational improvements for a global sports industry operator based in Switzerland.”
Jean-Pierre Strebel, Corporate Director, Former Director General of the UCI (International Cycling Union)
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