Driving efficiency: How to transform the global marketing supply chain for competitive advantage

Reliance on a one-stop-shop solution in the form of agencies began to break down in the late 1990s with the unbundling of media buying, and it has gathered speed over the past 10 years.

Driving efficiency: How to transform the global marketing supply chain for competitive advantage

Thomas Manders and Charles Kirchner

How to transform the global marketing supply chain for competitive advantage.

The global marketing supply chain (GMSC), which includes all the strategies, activities, and resources required to conceive and deliver marketing output to the business and its customers, is regarded by the CMO to be inefficient and insufficiently transparent. While the concept of managing marketing as a supply chain is not new, most organizations struggle with large-scale improvement efforts because managers do not account for marketing's unique challenges:

  • Radical changes in marketing...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands