Étude de cas / 011
Média, regroupé
Six agencies across nine markets replaced with one in-housed team, in two quarters.
B2B
Global
2 quarters
Hero still
The problem
Nine markets, six agencies, six definitions of a qualified lead. Every regional report told a good story and the group number had not moved in two years.
Nobody was lying. They were measuring different things, and the differences only surfaced when the numbers were finally put side by side.
Before / after screens
What we did
One measurement model first, agreed with all nine markets before any account moved. Then consolidation into a single structure, then a hiring plan for the in-house team that would run it.
Agencies were replaced in sequence, not at once. The last market moved four months after the first, and no market went dark.
−31%
Cost per acquisition
6 → 1
Agencies to in-house team
9
Markets on one measurement model