Global CP Firm

How a Leading Global CP Firm Drove Digital Transformation From Within

Publicis Sapient helped transform the global working model and MarTech infrastructure

One of the largest global consumer products companies teamed up with Publicis Sapient to accelerate business transformation for the digital age. An agile approach gave the firm ability to scale engineering innovation, enhance consumer and e-tail relationships and launch new, digital-first brands while creating a more inclusive way of working across the organization.

The Imperative for Change

The global CP firm was challenged by a rapidly changing market environment as smaller players disrupted the landscape with new ways to meet customer expectations online. They needed a way to maintain brand affinity with digital shoppers while responding quickly to change. This meant finding ways to integrate new and existing technologies to create better collaboration between different parts of the business, with the ability capitalize on their impressive size and reach to deliver better customer experiences across channels.

The Transformative Solution

To achieve this, the CP firm understood that change had to come from within. Working with Publicis Sapient, they launched a digital-first model of working, redefining organizational structure to create lean, agile teams committed to change. The program launched with 40+ co-located squads, sparking a broader movement towards transformation across the entire global business.

“This model of working has the potential to create faster value realization for many different areas.”

Director, Global Head of Digital and Emerging Technology, Global CP Firm

Publicis Sapient also worked with the CP firm to transform their global MarTech infrastructure with several dedicated innovations:

Implementing a proprietary MarTech platform supporting 147+ brands in 75 countries -- more than any other owned platform in the world.
Improved consumer data capture, establishing 2 billion consumer IDs, giving the business the power to create more meaningful one-to-one relationships with customers and enhance shopping experiences.
A new participatory approach to brand purpose, with activations across several major global brands.
Improved capability to create and distribute channel-specific content for e-commerce across multiple markets.

The Business Impact

Since launch, the global CP firm has accelerated digital transformation with impressive results. By establishing a mantra of "never not transforming," the company has repositioned operations to be future-forward, achieving significant increases in monetary value through improvements in efficiency and agile growth.

300%

increase in website launch capability

200%

increase in time-to-market innovation

50%

increase in development efficiency

“The piece that has given me real energy is seeing a number of individuals shine. Almost every week, we see somebody having their real leadership movement.”

VP, Go-to-Market Technology, Global CP Firm

Helen Merriott

Consumer Products Lead, EMEA/APAC

There's no doubt the pandemic will change how consumers shop. It's more important now than ever for the CPG industry to change the ways it connects with consumers.