Our client ALK was navigating a complex marketing landscape where the need for local relevance often clashed with the efficiencies of global coordination.

While their regional markets had established strong digital foundations, the lack of a unified operating model meant that efforts were often duplicated, misalignment and opportunities to scale were missed. Global HQ struggled to connect overarching strategies with the specific needs of local markets, while local teams faced regulatory constraints and varying consumer behaviors. This disconnect resulted in inconsistent brand messaging, fragmented workflows, and inefficient content production.

ALK recognized that to achieve their growth ambitions, they needed a cohesive strategy that allowed global and local teams to collaborate seamlessly, share resources efficiently, and create marketing campaigns and content that resonated across diverse markets. However, achieving this required not only rethinking their processes but also fostering a culture of collaboration that aligned global priorities with local execution.

At The Platypus, we understood that ALK’s challenges extended beyond operational inefficiencies; they required a cultural shift towards collaboration and shared accountability. We recognized that the success of this transformation hinged on balancing global alignment with the flexibility needed to address local market dynamics.

To achieve this, we began with a deep-dive audit of ALK’s existing marketing processes, uncovering bottlenecks, redundancies, and areas where collaboration could be strengthened.

We developed and implemented a customised Marketing-at-Scale Operating Model for ALK that addressed their unique needs while drawing on our proven framework for efficiency and collaboration. With vast experience spanning client-side operations, consultancy expertise, and agency perspectives, our model is uniquely designed to scale collaboration and foster quality output, all resulting in tangible business impact.

We worked hand-in-hand with ALK’s global HQ and a steering committee comprising key market leaders to co-create a strategy that aligned global objectives with local execution. This collaborative process involved multiple iterations to ensure the model resonated with all stakeholders and addressed the specific needs of each region.

A hands-on approach.

The success of this project was rooted in collaboration. From the outset, The Platypus worked closely with ALK’s global HQ and market leaders to align on key objectives, define the creative direction, and ensure buy-in at every stage.

Through regular workshops and feedback sessions, we fostered a shared understanding of the project’s goals and priorities. This iterative process allowed us to refine the operating model, ensuring it was not only efficient but also adaptable to the unique challenges of each market.

As the strategy transitioned into execution, we supported ALK in implementing the new workflows, training teams on the use of scalable creative concepts, and embedding the “serve and learn” culture across the organization. This hands-on approach ensured that all stakeholders felt empowered and equipped to embrace the new model, driving its adoption and success.

Immediate and powerful.

The transformation delivered measurable impact across multiple dimensions, cementing ALK’s position as a leader in consumer-centric marketing:

The introduction of the Marketing-at-Scale Operating Model resulted in a substantial reduction in costs, driven by streamlined workflows, centralised processes, and the efficient use of resources. Beyond the financial impact, the new model fostered a level of collaboration and alignment that had previously been missing, connecting global strategies with local execution in a way that resonated with both teams and consumers.

The creative concepts, designed with deep consumer insights, business objectives and regulatory compliance in mind, enabled ALK to deliver consistent messaging globally while tailoring content to meet the needs of individual markets. This approach not only amplified the impact of their marketing efforts but also built greater trust and engagement among consumers, driving adoption of AIT treatments.

Perhaps most importantly, the project laid the foundation for sustained success by embedding a culture of collaboration and shared accountability. By aligning global and local teams around a common vision, ALK is now equipped to continue delivering impactful, consumer-centric marketing campaigns that drive growth and innovation.