Marketing Centre of Excellence

Operating a consistent marketing approach across 34 operations and 130 markets is a challenge for any organisation. Due to changes within the organisation an opportunity arose to create a hub of marketing excellence.

Their challenges

With three regions, operations serving different market segments, and differing local demands the marketing capability across RSA was naturally stronger in some disciplines than others. The intent was to create a consistent approach to marketing across the group and for the stronger teams to support those at a lower level of capability maturity.

Our approach

Our consultant worked with RSA’s Chief Marketing Officer to establish the specific aims for a marketing centre of excellence, how these would foster more effective global working and what marketing outcomes were sought.

Then, through workshops with the group’s learning development and consulting specialists, we produced a robust operating model for the new centre of excellence. To maximise the acceptance and take-up of the model we also produced key communications messages and supported briefings to marketing directors in the regions.

Project outputs

• High-level process model
• Detailed processes
• Operational governance structure
• A marketer community model
• Communications plan
• Communications material

Outcome

The marketing centre of excellence was launched across RSA and to provide more effective identification of demand, prioritisation of the demand, appropriate resourcing and the subsequent MI and reporting. An integrated approach to building marketing capability is now possible with interventions chosen from a blend of consultancy, coaching, project delivery and training.