The ARM Ecosystem in the Words of Global Brands

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In collaboration with a top-tier B2B market research firm, MINT conducted an extensive study to uncover the primary challenges Global Brands face in managing their advertising resources.

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Our research interviewed Fortune 500 and regional market leaders across sectors like consumer goods, retail, telco, and more, involving interviews with senior leaders such as Heads of Marketing and Head of Digital Marketing. In this blog, we will focus on the part of the study that explores the complexities global brands encounter—from media planning across regions to aligning creative and spend data—and highlights the tools these brands need to unify their global advertising efforts effectively.

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Here’s an in-depth look at the findings.

1. Media Planning: Navigating a Fragmented Global Ecosystem

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For Global Brands, media planning stands out as a top priority and one of the most challenging areas: managing strategic planning and connected media buys across multiple markets and platforms often involves working with various agencies, resulting in a fragmented ecosystem where information is scattered.

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This lack of cohesion makes it difficult for brands to coordinate efforts efficiently, leading to communication breakdowns and potential delays in execution.

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One marketing leader from an e-commerce brand described the challenge, noting, “The main pain point is that [media planning] is very much an on-paper approach. When we [adjust] a plan... it is very hard to predict the impact of the changes.”

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To combat this, brands are looking for centralized platforms that connect all planning activities and allow easy adaptation across different regions.

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An ideal ARM solution would streamline collaboration, reduce manual errors, and ensure a smooth transition between planning and execution, providing brands with real-time insights and flexibility across markets.

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2. Reporting: Achieving a Unified View of Performance

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With teams spread across regions and operating with diverse goals, Global Brands face ongoing challenges in reporting.

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Current systems often lack integration, forcing brands to consolidate data manually—a time-consuming process that can obscure insights.

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For global teams, the goal is to have a platform that unifies data, allowing each team to view and interact with performance metrics easily and consistently.

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As one Global Brand Director from a major FMCG company noted, “To have a tool where we can both go in and do that [reporting], [an] environment where everyone is working collaboratively, would be really useful.”

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Beyond mere data collection, global brands require reporting tools that provide actionable insights and enable teams to draw meaningful conclusions. A sophisticated ARM solution that automates and consolidates reporting can significantly improve transparency and empower teams to make data-driven adjustments more efficiently.

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3. Creative Analytics: Enhancing Global Media Impact

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Understanding the impact of creative across various regions is essential for Global Brands, and creative analytics plays a critical role in this process.

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However, many brands find it challenging to link creative performance directly to their media spending, as creative data is often managed in separate systems.

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This lack of integration limits brands' ability to identify top-performing assets globally and optimize creative investments based on performance.

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One Director of Social and Media at a global consumer goods company stressed the value of connected analytics, saying, “Creative performance, to be able to maximize creative that is doing well across different platforms... that is a huge advantage.”

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For global brands, a comprehensive creative analytics tool would consolidate creative data from different regions, allowing them to see what works on a market-by-market basis and adjust strategies accordingly. This would not only enhance efficiency but also help in optimizing spend across channels and driving consistent brand impact worldwide.

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ARM Module Relevance: Prioritizing Key Solutions for Governance

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Based on our study findings, Global Brands identified Media Planning, Reporting, and Creative Analytics as the most critical modules in the Advertising Resource Management (ARM) ecosystem.

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These areas are essential for maintaining cohesion across regions and ensuring that campaigns align with both global and local objectives. While other modules, such as Ad Measurement and Data Connectors, also play supporting roles, the need for a flexible and scalable ARM solution that can adapt to the unique requirements of different regions is clear.

As global advertising efforts become more complex, having an ARM platform that supports seamless collaboration across markets is essential. This will empower brands to centralize operations, streamline processes, increase collaboration with media agencies and maintain control over their strategies, even in diverse and fragmented media landscapes.

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ARM Evolution for Global Brands

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For Global Brands managing complex, multi-market campaigns, an advanced ARM solution is a strategic necessity.

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By prioritizing solutions that facilitate centralized media planning, comprehensive reporting, and cohesive creative analytics, these brands can gain a competitive edge, driving efficiency and impact on a global scale. As ARM solutions evolve, they offer brands the opportunity to align global strategies with regional nuances, setting the stage for a more connected and powerful approach to advertising operations and media management.

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Key Takeaway:

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Global Brands operate in an environment where efficiency and consistency are paramount. By investing in sophisticated ARM solutions, these brands can unify efforts, streamline workflows, and gain real-time insights across markets. This alignment will empower brands to optimize resources, drive innovation, and reinforce their presence in diverse global markets, setting new standards for advertising excellence.  

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Discover more downloading a copy of our latest research!

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