Our Work
Identifying new sources of value for a globally successful marketing agency
Oliver is a hugely successful multinational marketing agency specialising in creating in-house capabilities for its clients.
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We helped Oliver to recognise the value of their technology, unifying sales, client and product teams behind one vision. We helped them to develop a new packaging and pricing structure for their technology offers and developed new marketing materials to ensure a consistent proposition is sold to new and existing clients. We identified over £9 million in new business value.
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“The team at AFGP was super helpful to Oliver helping turn our very talented technologists into true product managers by introducing frameworks and spearheading the repackaging, repositioning and repricing of our core technology product, the Oliver Marketing Gateway.”
Jason Bailis, Global COO, Oliver
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Building a common business vision and purpose for acquired companies
Brave Bison is a successful agency group that has grown both organically, and through acquisition. With new acquisitions come new opportunities to cross sell services, but this requires a unified proposition
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We helped the Brave Bison leadership team to build a common understanding for how the acquired businesses could come together under a shared vision. This included developing a common proposition and a strategy for cross selling services. We designed a revised operating model and incentive structure to improve operational alignment.​
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Productising marketing strategy services
MSQ Index offers a well developed framework for undertaking marketing strategy design and execution. It enables agencies to deliver marketing outcomes that are aligned to client business goals.
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We completed a value lab with MSQ to validate the product concept and identify areas of value that the MSQ would deliver to their agency clients. We helped to break the MSQ offer down into productisable elements and identify new areas of value that could be used to increase the value of the by up to five times.
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“If you’re a business with a brilliant product idea but struggling to define and refine it, we can’t recommend AFGP highly enough. Go have a conversation with them—you won’t regret it!”
Debbie Richardson, Founder & CEO, MSQ Index
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Migrating from a licenced software model to SaaS
Orbitvu is an innovative manufacturer of professional imaging systems. These systems use a combination of hardware and sophisticated software to produce very high quality 360 degree images of items as small as jewelry, though to those as big as a car.
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Orbitvu asked us to help them to redesign their software product offer to enable them to transition from a licenced software model to software-as-a-service (SaaS). We undertook a market assessment to identify direct and adjacent competitors and pricing. We designed new pricing models and reshaped the product portfolio to better target different user segments and to encourage the right purchase behaviour. We also helped to identify operational changes that would be necessary and identified where the company could apply different depreciation approaches to improve profitability.​
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Evaluating a global marketing technology stack and designing changes in technology and marketing operating model
Norton Rose Fulbright is a leading international Magic Circle law firm. With offices in over 50 offices on five continents, the business had amassed over 140 pieces of marketing technology but had a low perception of value from their marketing investments.
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We helped Norton Rose Fulbright to assess their key technologies and define a vision for marketing within the business that partners could buy into. We identified the key marketing activities that should be focused on, recommended the key technologies required and designed a new operating model that allowed for consistency of global messaging, while allowing local flexibility. We designed a roadmap for change to bring greater consistency and value from marketing.
Transforming technology service strategy to deliver higher value and better margin
VML is one of the world's leading customer experience and creative agencies. The company offers deep expertise in experience design and experience technology and operates several technical centres of excellence globally.​
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VML Guatemala specialises in development of client solutions using the Adobe Experience Cloud. We helped them to develop a new business plan for growth, which involved redefining their service offering to reposition the business from providing outsourced development services, to building an end-to-end capability to design, develop, and manage complete martech solutions for clients. We helped VML Guatemala to write a new business plan and strategy, identify key programmes of work needed for transformation, and to build a three year roadmap for change. We also supported their business leaders to build their own transformations plans, coordinated as a team.
Transitioning a marketing services business to a productised service offer
Marketing Managed is a specialist marketing agency focused on providing marketing strategy and operational support for manufacturing and technology businesses.
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Marketing Managed faced the challenge of streamlining their extensive service offer into a productised offering that was easy for clients to understand and buy. We helped the business to clearly define their business goals and to build a service catalogue which would focus their services around a value based approach. As a result of this change we helped them to increase margins on new clients by 18% and reduce time to build proposals by 75%. This means everyone in the business is able to produce client proposals and the founder has time to focus on the areas of the business he enjoys most.