Marketing Management

Control Risks is a specialist risk consultancy helping organisations manage security, compliance, political risks and cyber threats globally. Its Europe and Africa region needed to focus marketing activity to more effectively support business development and so grow revenues profitably.

IMM ran a series of strategy planning sessions with the eight regional offices in Europe and Africa, as well as the London-based sector specialists and heads of the service lines. This enabled regional business development and marketing plans to be developed to ensure that marketing underpinned regional sales activity and was more targeted.

As a consequence, the department was restructured and decentralised to the offices in Europe and Africa. Local tactical marketing communications activity plans were developed to support sales in country. Strategic communications and some broader sector-specific activity were managed centrally, along with the development of customer propositions and the launch of new services.