Client Experiences

For a Global Magazine Publisher...

we defined a multi-channel strategy to maximize the value of relationships with existing audiences and to reach and engage new ones, then worked with the client to define and launch several of the component properties envisioned by these strategies.

For a Major Broadcast News Network...

we dissected journalistic on-air formats and styles to identify contrasts in competing approaches to highlight associated vulnerabilities, leading to significant changes in both the broadcast news format itself and in the coordination of broadcast, Web, and other channels.

For a Major North American Retail Banking Consortium...

we researched and planned the marketing strategy for the launch of a new online banking service. This effort involved significant primary research to develop revised approaches to customer segmentation based on behavior and context. Our work led to 40% savings in previously-envisioned media mix plans.

For a North American Brokerage Company...

we developed new acquisition and service channel strategies. Our work focused on understanding how customers buy, identifying critical handoffs among branches, telephone reps, and the Web; redesigning the Web channel to serve as an "anchor interface" with a fully-functional prospect experience; and lowering acquisition and service costs by migrating customers to the Web and tapping lucrative market segments previously not well-served. This work helped to triple growth in target customer segments while saving $10 million via media mix adjustments, and separately, to lower budgeted call center costs by one-third while focusing representatives on higher-value tasks.

For a Major U.S. Beverage Company...

we developed and implemented a channel strategy that included optimization of in-store marketing and sales investments in convenience stores. Our work included precisely defining opportunities for growth; conducting consumer research to understand the emotional and functional context at the point of purchase; and formulating strategies to connect marketing choices with sales activities.

For a Global Pharmaceutical Company...

we developed a service strategy to determine the specific information content, format, and delivery needed to support more effective behaviors by detail reps in the field to help build stronger relationships with physicians. Our work included analyzing in detail how sales reps currently used enabling technology, and identifying pain points to address and fix immediately; developing two- and four-year forecasts for how reps might profitably apply technology to their sales activities to create an IT investment roadmap; and bridging strategy and IT goals by applying a common, transparent, and rigorous approach for prioritizing and sequencing technology investments.

For a Global Medical Device Company...

we maximized the impact of a multi-billion-dollar product launch through more effective and efficient use of online channels. Our work included launching the brand website and ensuring alignment of content with offline promotional messaging; re-focusing other online investments on the most effective third-party websites in the category; and, modifying certain media mix elements, resulting in a 5x to 6x improvement in reach at no additional cost.

For a National Newspaper and Television Franchise...

we developed a business plan for harnessing several cutting-edge approaches to aggregating and filtering external content sources (ranging from professional content to consumer-generated media) to help explore the future of news and journalism and to expand into associated markets.

Best Face Forward

Learn more about Best Face Forward, by Jeffrey Rayport and Bernard Jaworski (Harvard Business School Press, 2005).