Verizon

Case Study: Operational Excellence & Scalable Production for Verizon Acquisition (ACQ)

The Challenge: Balancing Speed-to-Market with Cost-Efficiency

R/GA was tasked with delivering high-volume Online Advertising (OLA) and “Always-On” social assets for Verizon’s Acquisition line of business. The primary challenge was remaining cost-competitive while maintaining the rapid speed-to-market and scalability required for the Flashtalking platform without sacrificing R/GA’s premium creative standards.

The Action: Implementing Agile Production & Strategic Governance

As the lead Program Manager/Producer, I restructured the account’s operations to create a “buttoned-up,” high-output engine.

• • Agile Methodology: Transitioned the cross-office design and production teams to an Agile framework, streamlining workflows and increasing familiarity with the Flashtalking platform.

  • Process Documentation & Standardization: Authored the principal set of operational documents, including RACI matrices, Media Decks, Road Maps, and Creative Reporting structures.

  • Strategic Resourcing: Managed cross-disciplinary capabilities and department resourcing to ensure the right talent was allocated to the highest-priority “swim lanes.”

The Results: High-Volume Output & Financial Optimization

My operational overhaul transformed the Verizon ACQ LOB into one of the most efficient units within R/GA.

• Scalable Output: Successfully launched ~30 major promotions comprising over 135 individual banner assets in the first half of 2017 alone.

• Financial Innovation: Developed an “À La Carte” estimation menu and template system, standardizing pricing and improving the accuracy of Out-of-Pocket (OOP) cost tracking.

• Leadership & Mentorship: Scaled the team by training Associate Producers on fundamental production practices, ensuring long-term institutional knowledge.

• Stakeholder Trust: Acted as the primary consultant for external partners, including VM1 and Flashtalking, while directly managing the “Holiday Program”—Verizon’s largest annual campaign.

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Core Competencies & PM Frameworks

1. Financial Management & Resource Planning

• Burn Rate Optimization: Monitored digital and social promo budgets to ensure hours aligned with finance expectations, implementing course corrections as needed.

• Estimation Strategy: Created the standardized ACQ estimate template, now utilized across the Line of Business.

2. Tooling & Digital Transformation

• Vetting & Implementation: Acted as the first line of evaluation for enterprise tool,s including JIRA and Smartsheet.

• Process Innovation: Instrumental in the CACE initiative (a high-level endeavor led by Bob Greenberg and Diego Scotti) to refine creative excellence.

3. Leadership & Team Culture

• Solution-Oriented Stewardship: Fostered a positive, high-morale environment during high-pressure “Tentpole” weeks.

• Documentation Ownership: Created the initial trafficking and ACQ process onboarding documentation for all new producers.