FMBE Awards: International (Overseas) Agency of the Year

This category saw a fascinating head-to-head for gold and silver, and we have chosen to share insight from two very dynamic agencies.

GOLD WaveCrest

In this category the international agencies present one in depth case study together with an overview of how and why the agency is going places.

From the winner we saw a good case study followed up with a really exceptional and exciting overview…

Case Study: WaveCrest and JBL

Elkjöp’s (The largest Nordics retailer) has its very own electronics fair, and it is the largest and most important part of Elkjöp’s internal education and training program. Every year Campus opens its doors to over 5,000 employees and 145 suppliers, for a two-week event.  Elkjöp operates across the entire Nordic region with over 427 outlets, where 4 native languages are spoken.  

 Via classroom sessions and face to face personal training at the event, Elkjöp’s suppliers compete for the store staffs’ attention and affiliation with their particular brands. Post ”Campus” Elkjöp staff rate their suppliers and It’s vital to achieve high ratings, as this directly translates into retail sales, when the store-staff return to their stores feeling empowered and motivated. 

Representing JBL, WaveCrest developed a campaign called ‘Dare to listen’ as a rallying cry to attract and retain attendees. 

The team created a summer vibe surfer party complete with Jeep and palms. Visitors to the stand were welcomed with EDM summer tunes, which showcased the products in the best way. They also had the opportunity to connect their own devices and listen to their personal playlist either on one of the portable speakers, the Partybox Speaker or of course one of the JBL Headphone range. 

The execution achieved a training score of 4.88/5 and was given positive feedback all round.

Overview – some of the topline highlights provided by WaveCrest

• Longevity of client relationships and automatic contract renewal without tender or permanently retained as part of the clients’ creative and marketing team. We have 120 active clients across 7 countries, 75% of these are contractual and the remainder are predominately creative where we are on a retainer. The average length of our contracts is 4.5 years. 
• Acquisition of 4 companies from operational profits as we have found that clients in one market want the same level of service and continuity of account management across other European territories. This of course allows for creative and digital concepts to be reused, which is cost effective. Over a third of our clients operate in all the 7 countries in which we operate. 
• Our annual company survey for both employees and clients which showed improvements in all measured areas.
• The increase of both our turnover and EBIT YoY – In 2021 our Turnover was E13.2m, this increased in 2022 to E21.5m an increase of 62%. 2023 is strong and we are forecasting growth of 44% in Turnover and 88% in EBITA.  
• The growth of the business has also allowed us to employ more great WaveCrest Colleagues. We have increased in our FTEs from 520 to 750 over the last 12 months. 
• Many new client relationships with prestigious companies like Tropicana, Summit and Netflix. 
• The development of our creative hub in Romania allowing us to offer clients a more cost effective creative and production service with POS, Rigs and Pop Ups designed and built in this market but used throughout Europe. e.g., Nespresso 
• Our attractiveness to external investors who are to be our financial stakeholders of the future, allowing for further acquisitions and European expansion. Our Financial partners and shareholders are Danske Bank, Lloyds and Pelican Investments. 
• The attraction of high calibre colleagues into key development roles, showing that we can recruit the best people to further our innovation and growth. One example is the employment of our Chief technology officer who has supercharged our digital capability whilst improving our data warehousing and insight competence. 
• Being asked to pitch for business linked to the talent we have attracted to our agency e.g., Heathrow Airport, The Premier League and BAT 
• Being approached by other agencies in the EFMP, who would like to become part of the WaveCrest Family, either by selling out or working in collaboration 
• The promotion of 53 colleagues within the last year. Showing that our talent base in increasing and that our WaveCrest Skills academy is paying back! 

SILVER FMI

FMI’s chosen case study was markedly different to WaveCrest’s and featured the strong logistical and operational abilities of the agency.

Case Study: FMI and Heineken Ireland

Heineken Ireland faced a complex challenge of managing the distribution of glassware and drip mats across an impressive portfolio of 11 brands amounting to 90,000 cases of glassware per year to over 8,000 outlets. The company found itself entangled in a convoluted process involving an extensive network of over 75 stakeholders who were all viewing the project from their own perspective, creating both financial strain and significant expenditure of employee time. Heineken lacked a comprehensive overview of the distribution process and the inability to track products once they exited the warehouse. This critical issue hindered their ability to monitor delivery timelines, stock holding, demand planning and provide a quality service to their customers. The distribution was spread across multiple suppliers with disjointed reporting and therefore no cohesive overview of stock, deliveries, reporting, which exacerbated the complexity of the process. In their own words It was “haphazard with no structure”. 

In a bid to streamline operations, enhance efficiency, and gain comprehensive oversight, Heineken needed one provider that could not only navigate the intricacies of stock management and order fulfillment but also uphold stringent Service Level Agreements (SLAs) spanning diverse delivery timelines and frequency requirements and in turn providing its customers with a best-in-class service. 

In essence, Heineken needed a partner that had the capacity to hold over 1500 pallets of stock and meet strict delivery SLAs for Rural and Urban Ireland along with the ability to be agile for ad hoc seasonal demand in key trading periods. The operation was to be underpinned by a robust inventory tracking and management system to effectively meet Heineken’s distribution requirements and give full transparency to all stakeholders involved.

Overview – Some of the success drivers at FMI (provided by the agency)

Cutting-Edge Technology Infrastructure: FMI’s decision to place technology at the forefront of our operations has been a pivotal factor in our success. The substantial investment in industry-leading IT infrastructure, including an ERP system, CRM tools, instore execution/tracking software, and reporting tools, has empowered us to deliver unparalleled value to our clients. This technology ensures that FMI’s clients have access to real-time data and insights, enhancing their ability to make informed decisions and run their businesses efficiently. 

Client Growth and Retention: At FMI, our ability to win and consistently grow client accounts is a testament to the business’s effectiveness. For instance, our partnership with Heineken started with managing their draft technician/line cleaning business and has since expanded to include glassware, drip mat services, HORECA support, and off-trade retail field team management. This exemplifies FMI’s capacity to foster long-term relationships, adapt to evolving client needs, and continue to add value. 

ISO 27001 Compliance: The attainment of ISO 27001 compliance is a strong indicator of FMI’s commitment to data security and operational excellence. This internationally recognised certification highlights our dedication to safeguarding sensitive information and maintaining rigorous standards in its processes and systems. 

High-Performance Team: FMI’s success is also attributed to our high-performing team. The agency’s commitment to nurturing talent and providing state-of-the-art technology support empowers its employees to excel. This synergy between technology and talent ensures that FMI can consistently deliver top-notch services to our clients. 

Diversification of Services: FMI’s diversification into new service areas has significantly contributed to business growth. The launch of a Contact Centre in 2019 and the subsequent introduction of an end-to-end Brand Management and Distribution Service in 2023 showcase our ability to adapt to market demands and expand our service offerings. This diversification has allowed FMI to serve a broad spectrum of industries, including FMCG, Drinks, Utilities, Telco, and Government, thereby increasing its market reach and relevance.