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

– 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