Kering Group is a family controlled, listed company and a world leader in apparel and accessories. With an ensemble of powerful brands including Gucci, Alexander McQueen, Stella McCartney, PUMA and Volcom, Kering Group designs, manufactures and markets desirable products across its fast-growing Luxury and Sport & Lifestyle segments.
In 2012 Kering Group consolidated its global media agency relationships across all brands and in all regions into a single network for both its luxury and sport & lifestyle divisions. Kering Group’s multi-divisional structure and the variety of brands within the portfolio mean that media agency management processes and behaviours differed significantly across the organisation. Kering approached ID Comms in 2013 to identify best-practice operating processes – both from within the organisation and in agency management. The ambition was to capture and disseminate these processes across the company in order to standardise principles and raise the quality of media management within brand marketing teams.
Working closely with the Global Media Team and Kering Group’s global media agency network, ID Comms conducted a comprehensive diagnostic of the management practices across all Kering Group brands to identify existing best-practice assets, processes, behaviours and case studies.
These assets and processes were collated into a comprehensive 100-page ‘Media Playbook’. This was a high-quality tangible asset, delivered to all of Kering Group’s marketing leaders at the annual global media conference, with all content also accessible to marketing teams via the Kering Group intranet. The Media Playbook outlined Kering Group’s guiding principles for media management, practical tools, approaches and processes for delivery and key essentials such as guidelines for use of each media channel. Championed by the Global Media Team as a critical element in delivering competitive advantage in media for Kering’s brands, the Playbook was a guide and reference for everyone within the organisation involved in Kering’s deployment of media, as well as for partner agencies.