TKM Consultants were engaged to analyse and deliver detailed recommendations on how best to transform McDonald’s Marketing Operations function through effective asset management, thus enabling greater efficiency, more transparency and the delivery of best practice. Ultimately enabling the McDonald’s marketing teams to have greater control of their asset management.
Utilising workshops spanning the marketing merchandising and agency network, as well as change management methodologies and a deep understanding of the DAM martech landscape, we were able to evaluate and analyse existing DAM solutions (with a deep dive SWOT), approvals workflow, task management, campaign management, organisational structure, digital skills and competency, culture and agency engagement. Resulting in a series of observations, requirements and recommendations to:
- Optimise campaign workflows
- Centralise assets
- Deliver better brand consistency and uplift brand equity
- Ensure better agency engagement
- Deliver cost efficiencies
A comprehensive DAM business case was established with 30 recommendations, with ROI models agreed between the stakeholders and a 6 months transition plan approved, including appointing a DAM Manager, designing and distributing a DAM RFI and implementing the chosen technology.
If you’d like to discuss any of your marketing challenges, whether they be DAM, MarTech, People, Skills, Operating Models, Agency Selection or Production Models please get in touch. We’re here to help.
Please get in touch at hello@tkm-consultants.com.