Case Studies

Powering Up A New Internal Agency

Air Miles is Canada’s premier customer loyalty program for over 100 sponsor companies at over 14,000 retail and service locations. More than 72% of Canadian households actively collect and enjoy the benefits of the AIR MILES Reward Program. This $600 million business seeks to grow to over $1 billion within 3 years.

Challenges

In order to meet growth objectives, Air Miles is launching several new businesses including agency services to their sponsor companies New internal agency created - taking back services that had been outsourced before and also attempting to serve new external clients Need to develop agency operating model from ground up: strategy, process, people and technology

Approach

Conduct marketing resource management diagnostic: Understand current marketing business requirements Define the “to-be” operating model for the agency and identify critical process, organization and technology components Evaluate technology solutions to support planning, budgeting, production activities, performance management, asset management, etc. Assess organization readiness and create change management protocols Create overall roadmap for powering up the internal agency creating new capabilities over time and introducing enabling technologies

Results

New internal agency has been launched and branded (Direct Antidote) “To-be” state defined and endorsed by management Evaluating technology solutions to automate work flows

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