consulting and performance
of marketing and communication investments

“harpagon switzerland brought us a clear strategic vision, innovative goals, and quality operational support to reach them.”

Pierre Girod, President Société Nautique de Genève

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“A long-term improvement of processes and organisation providing much more than savings”

Loïc Lourenço, Purchasing Manager SMCP (Sandro, Maje, Claudie Pierlot)

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“We get responses that are fast and accurate, and for which most importantly we can measure the effectiveness”

Albert Asseraf, Managing Director, Strategy, Research and Marketing JCDecaux

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“Their corporate backgrounds allow harpagon consultants to recommend realistic strategies and guide their implementation effectively”

Jérémy Botton, Deputy Managing Director FFT (French Tennis Association)

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“We are looking for this creativity, this vision and expertise specific to harpagon to help us improve our performances”

Claude Marchand, Deputy Chief Executive Officer Solocal

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“2 years after the assignment, the organisation, the processes, the tools deployed are still in place and the results are consistent with the initial recommendations.”

Virginie Favray, Purchasing Director URGO

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harpagon

Raison d’Être

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…

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harpagon

the team

We 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.

Henri
Kieffer

Founder

Michel
Delloye

Founder

Antoine
Plotegher

Marketing

Stéphanie
Julienne

Communication

Francesc
Freixas

Purchasing

Richard
Katz

Organisation & human resources

Cécile
de
Larquier

Sibylle
Pierson

Mélodie
Faguer

Advertising Communication

Reda
Benkirane

Digital

Benoit
Rosier

Business Development

Henri Kieffer

Founder

Henri joined the Spir Communication Group (Ouest-France subsidiary) in 1995, Deputy Managing Director in charge of the Adrexo Direct Marketing subsidiary from 2001 to 2007.

He has over 20 years of operational and general management experience in marketing, communication and consulting, and has advised top executives of major companies in the sports, press, media and retail industries for 15 years.

In 2009, he created harpagon with Michel.

Henri speaks fluent English.

Michel Delloye

Founder

Michel began his career in 1996 with the Compagnie Bancaire Group as Account Manager and then Commercial Director of KLELine, specialising in internet payment systems. In 1999, he joined D.H.L in the position of E-business Manager and developed the “Zendis” Point Relais Colis offer for Hachette Distribution Services.

In 2003 he joined Adrexo to start their alternative postal distribution service.

In 2009, eager to assist clients with their organisational and purchasing issues, he created harpagon with Henri.

Michel speaks English and Spanish fluently.

Antoine Plotegher

Marketing

After 4 years of marketing and communication consultancy, Antoine was overseeing the performance of marketing and communication investments for the FNAC group (media, non-media, digital) for over 3 years.

He has a strong experience in diagnostics, optimisation of procurement, acceleration of media performance, process improvement and change management.

He has conducted over 20 missions addressing these issues at a European level, particularly in the context of M&As.

Antoine speaks fluent English.

Stéphanie Julienne

Communication

Stéphanie has 9 years of experience with production platforms and communication agencies in Retail.

She is an expert in on & off strategies, tools and processes implementation between agencies and advertisers  and tendering process management.

Francesc Freixas

Purchasing

Francesc has an in-depth knowledge of both the consulting world, with 12 years of experience at Cap Gemini Consulting and harpagon, and the procurement world as the former Purchasing Director of both the CANAL + Group and ANOVO (international leader in sustainable life cycle management for electronic products).

He has carried out over 50 missions to improve operational and financial performance on marketing and procurement issues. He has an extensive experience in managing complex international procurement projects.

Francesc speaks English, Spanish and German fluently.

Richard Katz

Organisation & human resources

Richard has 17 years experience in business development and business unit management in the industrial sector.

In 2009, he chose to change career to devote himself to the development and coaching of individuals and organisations. Richard is a certified coach and works as a consultant, facilitator and trainer. His work aims to help companies evolve through the development of individual competencies.

Richard speaks fluent English.

Cécile de Larquier

Cécile is an Audencia graduate, specialised in consulting. She already has 1 year of experience in strategy and change management consulting firms. She’s an expert in the analysis and management of large-scale projects.

Cécile speaks fluent English and Spanish

Sibylle Pierson

Sibylle is an ESSEC graduate, specialised in international business. She has over a year of experience in consulting and strategy, with harpagon and in the corporate world.
Sibylle speaks English fluently.

Mélodie Faguer

Advertising Communication

Mélodie has 6 years of experience in advertising and communication with McCann Erickson and Publicis Conseil.

She has worked with major names in the beauty and luxury sector for the deployment of their offline and online communication strategies and the optimisation of their brand platforms.

She speaks fluent English and German.

Reda Benkirane

Digital

Reda has over 20 years of experience : after 15 years working in web and mobile, including 7 years with Orange, Reda created his own company, specialised in mobile development and application publishing. He’s now a consultant in digital transformation for leading companies and organisations in various markets.
He has a strong knowledge of the stakes involved in digital and marketing performance.

Reda speaks fluent English and Arabic.

Benoit Rosier

Business Development

Benoit has 30 years of experience in Business Development. He helped the SIAL, implent itself in Singapore before joining Adrexo as National Markets Director. He joined harpagon in 2010.

Benoit speaks English and Spanish.

“harpagon optimises spending and marketing processes intelligently and thoroughly without ever forgetting our main concern : brand value development”

Stéphane Bodier, Chairman and CEO Mediabrands

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harpagon

Key figures

14
professionals
>75
assignments
15+
years of experience per project manager
53
clients
€1,1bn
assessed

harpagon

Expertise

AUDIT

icon_glasses

Audit

Every problem looks like a nail when all you have is a hammer

Issues addressed

– benchmark
– malfunctions and best practices
– audit campaign performance, digital ecosystems & ROI
– identify levers & earnings
– design action plans

Benefits of our actions

– objectivity and independence
– rapid implementation
– mastered environment and issues
– comprehensive treatement of scope
– costed and realistic levers, earnings and action plans

OPTIMISE BUDGETS

OPTIMISE BUDGETS

What if reducing marketing costs by 20% no longer meant cancelling one campaign out of five ?

Issues addressed

– capture significant & sustainable earnings
– define and deploy innovative models
– finalize efficient contractual arrangements
– secure operational deployment
– involve internal teams

Benefits of our actions

– significant, sustainable, measurable gains
– increase of internal competence
– P & L impact in less than 3 months
– operational proof
– teams supported during implementation of new schemes

SECURE HIGH STAKE PROJECTS

SECURE HIGH STAKE PROJECTS

It’s easier to win the race with a good co-pilot

Issues addressed

– acceleration and secured implementation of projects
– strengthen expertise & PMO
– build technical & functional specifications
– source & implement tools
– deploy target process
– provide guidance with “Mobile First” digitalization process

Benefits of our actions

– short deadlines met without FTE++
– objectivity and impartiality
– increased competitiveness
– strengthened internal expertise
– internal teams focused on their strategic asignements

RECRUIT, TRAIN AND COACH

RECRUIT, TRAIN AND COACH

Who better than an expert to build a team of experts?

Issues addressed

– support a reorganisation
– coach leaders
– head hunting
– assess internal candidates
– conduct seminars & internal workshops
– deliver customised training programs

Benefits of our actions

– customised project
– rapid execution
– expert evaluation
– candidates’ business & market expertise fully assessed
– exclusive reference check
– secure integration of candidate

MAXIMISE MEDIA PERFORMANCE

MAXIMISE MEDIA PERFORMANCE

You won’t get lost as long as you know where you’re heading

Issues addressed

– benchmark performance
– optimise contracts & incentives
– monitor through relevant customized KPIs
– identify and implement innovative optimisation strategies
– significantly improve ROI

Benefits of our actions

– performance assessed impartially and independantly
– increased business & marketing performance
– increased internal competence
– 360° expertise coverage
– more campaigns with same investment / budget

CONTINUOUSLY IMPROVE

CONTINUOUSLY IMPROVE

Continuously improving performance is a job

Issues addressed

– real-time spending monitoring
– focus internal teams on strategic missions
– drive compliance and optimise contractual obligations
– secure performance through steering committees and KPIs
– implement and follow progress plans
– break down & control budgets & expenditures according to business standards

Benefits of our actions

– ROI campaigns optimised
– additional earnings
– secured performance plans
– impartial and ethical supplier relationship
– growth with no extra FTE
– improved overall performance

Logos
Logos
Logos
Logos
Logos
Logos
Groupe Amaury anovo canal+ botanic carrefour Champion Claudie Pierlot Dakar Conforama DEVRED Elle Europe 1 FNAC gulli Jardiland La grande récré L'Équipe La Foir'Fouille Lagardère Roland Garros Maje Solocal Group Sandro Sopexa Spir U les nouveaux commerçants Tour de France Vet affaires Kiloutou Aujourd'hui en France Etam Le Journal du Dimanche FFT, Fédération française de tennis metro Le Parisien Paris Match télé 7 jours URGO ASO, Amaury Sport Organisation

“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

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CLIENT CONTEXT & ISSUES

french 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

HARPAGON RESPONSE

– draw up design strategy procedures and media plans for the 10 main brands
– set targets, optimise similarities and coverage (support, sharing)

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES

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

HARPAGON RESPONSE

– 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

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES

major player in specialised distribution in France – 121 shops in France

main issue:
– maximise added value in agency
– revise board fees, preserving agency relationship

HARPAGON RESPONSE

– 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)

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES
HARPAGON RESPONSE
CUSTOMER DELIVERABLES & BENEFITS
CLIENT CONTEXT & ISSUES

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

HARPAGON RESPONSE

– analyse procedures (best practice/malfunctions)
– update general creative procedures
– construct agency deliverables & route sheets
– negotiate fees consulting creation

CUSTOMER DELIVERABLES & BENEFITS

– greatly improved briefings – >30% gain in time for internal teams
– move from mono > multi channel functioning
– 38% savings on allocated budgets

CLIENT CONTEXT & ISSUES

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

HARPAGON RESPONSE

– 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

CUSTOMER DELIVERABLES & BENEFITS

– 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)

CLIENT CONTEXT & ISSUES

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

HARPAGON RESPONSE

– 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)

CUSTOMER DELIVERABLES & BENEFITS

– agency incentives : 4 adapted KPIs (vs 32)
– GRP +15% with same budget
– 10% savings (technical fees, external/internal time spent)

CLIENT CONTEXT & ISSUES

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%)

HARPAGON RESPONSE

– 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

CUSTOMER DELIVERABLES & BENEFITS

– 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)

CLIENT CONTEXT & ISSUES

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

HARPAGON RESPONSE

– 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

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES

sporting organisation (top 3 in world)

main issue:
– optimise risk management process (communication, financial, media, heath) to manage/secure delivery proofs

HARPAGON RESPONSE

– identify process and map organisation/tools
– recommend alternatives in accordance with speed, security, confidentiality and nomadism
– validate target tracks / schemes and secure resources

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES

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

HARPAGON RESPONSE

– 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

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES

major telecommunications player – international +€40m turnover

main issues:
– improve web conversion rate
– simplify web browsing
– analyse & test behaviour indicators (mouse / panel)

HARPAGON RESPONSE

– coordinate & centralise needs in behavioural analysis
– source & test market solutions
– launch POC internally and analyse campaigns

CUSTOMER DELIVERABLES & BENEFITS

– implementation adapted solution for needs
– + 3% conversion vs n-1
– web client path definition and UX improvement recommendations

CLIENT CONTEXT & ISSUES

international sporting organisation 6 countries – 4 languages

main issues:
– professionalise crisis management procedure
– set up fast, modern and adapted solutions

HARPAGON RESPONSE

– implement mobile app
– collect user needs
– define main elements to be emphasised in mobile app
– complete screen map and screen interactions
– coordinate external stakeholders

CUSTOMER DELIVERABLES & BENEFITS

– set up map screen & wireframes
– drafting specifications for external service providers
– securing transmitted data
– monitoring social media

CLIENT CONTEXT & ISSUES

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%

HARPAGON RESPONSE

– 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)

CUSTOMER DELIVERABLES & BENEFITS

– + 300K download in first month (especially USA)
– + 80% revenue vs budget
– deinstallation rate 14%

CLIENT CONTEXT & ISSUES

B2B brand with strong spontaneous recognition > 60 countries

main issues:
– + 30% leads on digital channels
– maximise SEM performance (Google Adwords (SEA) and SEO)

HARPAGON RESPONSE

– define new keywords list
– coordinate & implement optimised content production strategy
– implement A/B testing solution (SEA optimisation)

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES

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

HARPAGON RESPONSE

– 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…)

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES

major player in distance selling -> 300 brands

main issues:
– increase pace of customer acquisition
– reduce costs
– use Facebook to identify potential customers

HARPAGON RESPONSE

– evaluate customer shopping experience (according to channels/device)
– evaluate purchase intentions
– develop personalised offers

CUSTOMER DELIVERABLES & BENEFITS

– CVR increase from 16% to 26%
– CTR increase of 100% vs n-1
– decrease 49% acquisition costs vs n-1

CLIENT CONTEXT & ISSUES

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

HARPAGON RESPONSE

– collect/challenge needs
– identify suitable partners
– launch competition, negotiation and contractualisation
– test & learn 3 solutions selected on 5 campaigns

CUSTOMER DELIVERABLES & BENEFITS

– adapted RTB partner selection
– use first-party data from CRM
– transparency: removal of black box effect
– customised targeting (format message)
– branding campaign performance tracking

CLIENT CONTEXT & ISSUES
HARPAGON RESPONSE
CUSTOMER DELIVERABLES & BENEFITS
CLIENT CONTEXT & ISSUES

OTC pharma group – world leader +50 product managers 15 brands 30 service providers

main issue:
– professionalise the production process for printed materials

HARPAGON RESPONSE

– 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

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES

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

HARPAGON RESPONSE

– audit existing ecosystem (practices/data/tools)
– draft DMP specifications
– RFP, analyse and select service provider

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES

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)

HARPAGON RESPONSE

– 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)

CUSTOMER DELIVERABLES & BENEFITS

– improved productivity (> 30%)
– secure content
– internal team refocused on key missions
-> 40% savings on direct costs execution / pre-press

CLIENT CONTEXT & ISSUES

key player in equipment rental in France – 430 agencies

main issues:
– optimise advice and creation fees
– reduce delays in campaign production

HARPAGON RESPONSE

– 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

CUSTOMER DELIVERABLES & BENEFITS

– 38% savings on agency and pre-press fees
– implementation of a collaborative tool (secure validations)
– time to market – 25%
– clarified/simplified internal responsibilities

CLIENT CONTEXT & ISSUES

major European player in household equipment – 291 shops in 7 countries:

main issue:
– improve pre-press time to market and optimise costs

HARPAGON RESPONSE

– 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)

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES

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

HARPAGON RESPONSE

– 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

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES

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

HARPAGON RESPONSE

– 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

CUSTOMER DELIVERABLES & BENEFITS

– rationalised supplier panel to meet needs
– reinforced steering of Group and title/site of purchases of visuals
-> 25% savings
– visual purchasing advertiser expertise enhanced

CLIENT CONTEXT & ISSUES

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

HARPAGON RESPONSE

– audit work/content samples
– challenge and redesign collaborative processes and associated tools
– identify make or buy opportunities and increase productivity

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES

a world leader in the distribution of cultural, leisure and technological goods – 199 stores worldwide

main issues:
– optimise production costs of marketing supports

HARPAGON RESPONSE

– 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

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES

european retail brand of household equipment 220 shops

main issue:
– optimise the flow of leaflets for leaflet distribution companies

HARPAGON RESPONSE

– map flows and needs over 24/36 months
– bring in depth market solution analysis
– cost each solution with 10 service providers

CUSTOMER DELIVERABLES & BENEFITS

– redesigned flow: 7 days gained (out of 60)
-> 15% savings
– implementation of “industrial emergency” solution

CLIENT CONTEXT & ISSUES

french leader in specialist retail 160 points of sale

main issue:
– identify and deploy performance plans on direct mail marketing campaigns

HARPAGON RESPONSE

– audit direct mail marketing campaigns
– conduct workshops providers/client/harpagon
– organise campaigns & post tests for commercial and marketing performance

CUSTOMER DELIVERABLES & BENEFITS

– 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)

CLIENT CONTEXT & ISSUES

major player in French food retail 1500 points of sale

main issue:
– conduct annual negotiations with unaddressed advertising mail distribution companies

HARPAGON RESPONSE

– 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)

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES

world leader in sports
main issue :
– to simplify creative & technical organisation of main press conferences (>40 conferences a year)

HARPAGON RESPONSE

– 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

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES
HARPAGON RESPONSE
CUSTOMER DELIVERABLES & BENEFITS
CLIENT CONTEXT & ISSUES
HARPAGON RESPONSE
CUSTOMER DELIVERABLES & BENEFITS
CLIENT CONTEXT & ISSUES

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

HARPAGON RESPONSE

– 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

CUSTOMER DELIVERABLES & BENEFITS

– 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%

CLIENT CONTEXT & ISSUES

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

HARPAGON RESPONSE

– define & implement digital performance dashboard
– define KPIs
– define and implement digital strategy Paid/Owned/Earned (POE)

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES

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%)

HARPAGON RESPONSE

– 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

CUSTOMER DELIVERABLES & BENEFITS

– 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

CLIENT CONTEXT & ISSUES

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

HARPAGON RESPONSE

– recommend and implement several digital marketing tools to better understand web client behaviour
– train stakeholders in new tools
– deploy initiative in group subsidiaries

CUSTOMER DELIVERABLES & BENEFITS

– implementation of various tools (A/B testing, ergonomics and UX)
– train team of 4 people
– launch initiative in subsidiaries in France, UK, Spain

CLIENT CONTEXT & ISSUES
HARPAGON RESPONSE
CUSTOMER DELIVERABLES & BENEFITS
CLIENT CONTEXT & ISSUES

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

HARPAGON RESPONSE

– implement tools required for tracking lead conversions (online/offline)
– validate agency deliverables (strategy, marketing campaigns, content …)
– define new KPIs – manage agency steering committees

CUSTOMER DELIVERABLES & BENEFITS

– increase in campaign performance indicators: CTR + 92%, CPC -19% vs n-1
– + 35% leads over the next 6 months
– + 7% web traffic

CLIENT CONTEXT & ISSUES
HARPAGON RESPONSE
CUSTOMER DELIVERABLES & BENEFITS
CLIENT CONTEXT & ISSUES
HARPAGON RESPONSE
CUSTOMER DELIVERABLES & BENEFITS

experiences

References

“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)

harpagon

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Last memo published: Le marché du papier en France en 2016
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“A real drive to understand our needs and provide us with adapted, immediately operational answers”

Sophie Alexandre, Marketing and Communication Director FFT (French Tennis Association)

“A network of professionals, all experts in their field, which allowed us to effectively address all our issues and generate very significant operational and financial improvements”

Fabrice Ribourg, Managing Director, Amaury Group

harpagon

contact

France

9, rue Saint-Fiacre
75002 Paris
France

+33 (0)1 82 28 40 80
contact@www.harpagon.fr

Switzerland

Chemmin de la Crétaux 2-4
1196 Gland
Switzerland

+ 41(0) 22 518 03 90
contact@harpagon.ch