Case study • GILLETTE / P&G
One media model, instead of seven.
4×Sales uplift across seven markets
500K+ CLICKS-TO-BUY84% VIEW-THROUGH13.5M VIDEO VIEWS54M IMPRESSIONS
The brief
EMEA teams were running fragmented media. Different markets, different models, little visibility across the region. The opportunity was a single system for planning, buying and billing that lifted efficiency and impact at scale.
The approach
We designed a region-wide operating model that centralised media investment across every EMEA market. Aligning teams, tools and timelines unlocked stronger agency partnerships, clearer reporting and faster execution, while still leaving room for local nuance.
Key moves
What we did
- Centralised media planning, buying and billing across EMEA
- Improved transparency, efficiency and control of regional spend
- Accelerated speed-to-market and creative-media integration
- Built a scalable model for regional media transformation
Gillette campaign video
Results that mattered
The numbers
4×
Sales uplift across seven markets
500K+
Clicks-to-buy
84%
View-through rate
13.5M
Video views
This led to one of Gillette's first digital campaigns of its kind. It reshaped how we go to market with digital at P&G.Former Marketing Director, Gillette / P&G
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