OneAgencySetup: a global transition to team x
In 2020, the decision was made to fundamentally overhaul the patchwork of different agencies that existed within Mercedes-Benz AG. The aim was to develop a global agency model that covers all areas from creation to channels through to the networking of all communication activities. This was and is aimed at increasing efficiency and holistically integrating marketing measures with a consistent customer journey. To make it happen, the new lead agency “team x” was founded as an independent company that brings together various sub-agencies under one roof.
Mercedes-Benz Consulting was then hired to assist the changeover with experts from the areas of marketing as well as change and project management. During this transition phase, our strategy was to act as a neutral partner between Mercedes-Benz and the new agency in order to build a basis that facilitated cooperation on equal footing.
To do so, Mercedes-Benz Consulting designed new agency management processes and structured the legal and purchasing policy framework in close cooperation with the responsible departments. This was then used to develop cooperation concepts and processes as well as to establish and implement internal communication for the transition over different channels. Administrative activities to control the agency were also set in place.
In addition, training was provided for over 2,000 agency employees in order to learn about the company, the brand and the products of the client, and to integrate them in terms of technical access and the internal tools and systems.
Three questions for
What was challenging for you during the project?
The transformation and change management. The challenge: There was no blueprint for the concept of such an agency, so the skills and experience had to be gained from the ground up.
What is the take-away for you personally?
The management and development of the transformation as well as accompanying a change process for an OEM and a newly founded global agency setup.
What does the future have in store?
Continuous change and further improvement of development processes and cooperation.