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Accenture helping Procter & Gamble

achieve high performance and extend


its marketing mastery through
interactive production support
In 1880, Cincinnati-based Procter & Gamble
Co. (P&G) was the first company to advertise
directly to consumers on a national scale. Since
then, the consumer-products company has been
the recognized leader when it comes to shaping
consumer demand with innovative marketing
strategies in households around the world.

Today, P&G has one of the worlds strongest


portfolios of consumer products, including
such well-known brands as Pampers, Tide,
Crest, Duracell, Olay and Gillette. The company
employs 135,000 employees in more than 80
countries. For fiscal year 2009, the company
reported net sales in excess of $76 billion.

Business challenge
P&G is considered a marketing
powerhouse. As the worlds number one
advertiser, the company spends more
than $8 billion each year on promotions,
ranging from television commercials
to in-store marketing programs. At
the beginning of the current decade,
P&G had 10 brands that generated
more than $1 billion in annual sales.
Today, the company has 22. Another 20
generate sales of $500 million per year.
Recently, P&G set out to extend its
marketing campaigns to the fastemerging network of digital distribution
channels such as the Internet and
mobile phones. Guided by a uniform
and highly strategic approach that
is a hallmark of the P&G culture, the
company created two new marketing
roles: the digital marketing manager,
who was charged with developing
digital marketing strategies for brand
teams, and the interactive production
manager, responsible for implementing
digital marketing activities for
specific brands or groups of brands.
While P&Gs new focus on digital
marketing was successful and
popular among the brand teams, the
demand for interactive production
management support grew so fast
that the company found it increasingly
difficult to manage these services in
an integrated and consistent manner
on a global scale. In response to
these challenges, P&G decided to look
outside its walls for help. The company
believed that having a third-party
provider managing its interactive
production services would allow it to:

Drive greater business unit adoption


of these services due to ease of
use and consistent high quality.
Globally manage an integrated,
standardized service.
Streamline the migration and
information transfer between P&Gs
brand teams and their external
technical and creative agencies.
The strategic supplier that P&G would
ultimately employ needed to meet
several criteria. Deep skills in executing
digital marketing strategies were a
must. Equally important were global,
world-class delivery capabilities, an
understanding of the P&G culture, and
the ability to work seamlessly with
the in-house marketing teams across
many brands. Furthermore, unlike
typical business process outsourcing
engagements, the interactive production
management resources needed to
be adept at managing projects and
executing tasks for divergent business
processes, meeting P&Gs knowledge
workers needs, demonstrating critical
thinking, and performing in various
client- and customer-facing roles. P&G
selected Accenture, a company that had
already demonstrated its commitment to
helping P&G achieve high performance
by teaming with the company on a
variety of strategic projects, including
the delivery of Oracle Siebel CRM
application development services.

How Accenture helped

Expand and improve its endto-end interactive production


management services.

Under terms of the arrangement,


P&G transferred all functional
responsibilities of its interactive
production managers to Accenture for
three years. In its new capacity, the
Accenture team acted as the execution
arm of P&Gs digital marketing
strategy teams and was charged with
launching and managing all digital
marketing campaigns and activities
for P&Gs brands around the world.

Deliver interactive production


management services consistently
and at a lower cost.

During the transition of P&Gs


production services, the team relied
on the standardized and industrialized

Build on the momentum created


by the existing interactive
production manager service line.

Accenture and P&G have


demonstrated that high
performance can be
delivered by leveraging a
global delivery network, a
collaborative approach and
a commitment to achieving
marketing excellence
in the digital world.

methodologies contained within


the Accenture Delivery Suite. The
Accenture Rapid Transition Suite was
particularly useful in facilitating the
transfer of services and the startup
of the new interactive production
management environment. Working
closely with P&G, the team developed:
Process flows and deliverable
templates to help ensure
consistency of service across
P&Gs business units and brands.
Formal definitions of the interactive
production managers roles and
responsibilities, skills and capabilities,
as well as the services provided.
Key performance indicators.
Coaching and training materials for
the outsourced personnel charged
with delivering production services.
A strategy for mobilizing the
new team and transitioning to
the new way of working.

A structure to guide operational


activities and a plan to leverage
technologies where possible
to minimize the virtual barrier
that existed between team
members and client resources.
Approximately 10 percent of the
projects workforce is now located
at client sites in Cincinnati, Ohio
and Warsaw, Poland. The balance of
resources has been deployed through
the Accenture Global Delivery Network
and, specifically, the Accenture Delivery
Centers in Mumbai, India, Shanghai,
China, and Buenos Aires, Argentina.
This resourcing modelas well as
stringent personnel requirements
that included the capacity to work
effectively in a virtual environment,
strong communications capabilities
and exceptional leadership skillshas
helped ensure that Accenture is able to
deliver optimal interactive production
management services for P&Gs
business units around the world.
To date, the Accenture team has
assumed execution responsibilities
for 65 digital marketing programs
and offers interactive production
support in English, Spanish, Russian,
Italian, Mandarin, Korean and
Japanese. The contract will remain
in force through August 31, 2011.

High performance
delivered
Accentures experience and ongoing
High Performance Business research
has demonstrated that leading
companies set themselves apart by
developing distinctive, hard-to-replicate
capabilities. Throughout its history,
P&G has distinguished itself in the
consumer products industry with
marketing know-how that is second
to none. By teaming with Accenture,
the company is building on its notable
successes and once again setting the
standard for marketing innovationthis
time in the digital marketing arena.
The P&G and Accenture arrangement
has garnered high marks from P&Gs
brand teams and has consistently

exceeded service level agreement


requirements. Over the three-year
contract period, P&G expects to
significantly reduce costs associated
with interactive production
management. Equally important, the
solution is enabling P&G to establish
a high-quality, globally consistent
digital marketing capability that can
grow and adapt to support additional
brand teams over time transforming
the way business is done. In this way,
Accenture is helping P&G maintain its
steady course to high performance.
According to Michele Hughes, Director,
Consumer Solutions, By turning to
Accenture to lead our interactive
production manager functions, were
better able to manage our increasingly
important and complex digital
marketing activities. Together with
Accenture, we have standardized and
integrated our approach. Weve gained
efficiencies and reduced costs. In short,
weve become smarter when it comes
to delivering the marketing services.
For Accenture, the success of the
interactive production management
service and its proven ability to
meet the needs of P&Gs knowledge
workers serve as a building block for
future engagements. Accenture and
P&G have demonstrated that high
performance can be delivered by
leveraging a global delivery network,
a collaborative approach and a
commitment to achieving marketing
excellence in the digital world.
.

"By turning to Accenture


to lead our interactive
production manager
functions, were better able
to manage our increasingly
important and complex
digital marketing activities.
Together with Accenture,
we have standardized and
integrated our approach.
Weve gained efficiencies
and reduced costs. In short,
weve become smarter
when it comes to delivering
the marketing services."
Michele Hughes,
Director,
Consumer Solutions

Copyright 2010 Accenture


All rights reserved.
Accenture, its logo, and
High Performance Delivered
are trademarks of Accenture.

About Accenture
Accenture is a global management
consulting, technology services
and outsourcing company, with
more than 181,000 people serving
clients in more than 120 countries.
Combining unparalleled experience,
comprehensive capabilities across all
industries and business functions,
and extensive research on the worlds
most successful companies, Accenture
collaborates with clients to help them
become high-performance businesses
and governments. The company
generated net revenues of US$21.58
billion for the fiscal year ended Aug.
31, 2009. Its home page is
www.accenture.com.