Challenge
Genomma Lab Internacional is a market-leading pharmaceuticals and personal care business based in Mexico, with business spanning North America, South America and some of Europe. The company has a huge range of brands serving these diverse markets, and as a result, they produce thousands of advertising assets each year. Ensuring this vast amount of content is both consistent with brand standards and effective at driving commercial objectives is a huge logistical effort that requires significant investment.
Approach
Historically Genomma has used a variety of local insights suppliers, but the results were variable. There was no globally consistent approach to creative optimisation, which made it difficult to scale learnings about advertising content, monitor compliance with standards and move with agility. . To solve this problem, the company decided to centralize their ad testing in Latin America using LINK AI on Kantar Marketplace. Standardising on a single platform delivers the convenience of having all their insights in one place, and using a consistent methodology allows for meta-learning across all their advertising content. Through the power of AI, they’re able to test more of their assets for a lower cost per test. They also now have more control of their testing program; they’re able to run DIY studies using the platform and tap into support from local Kantar experts when needed.
