CPG — Global Consumer Goods Company
Rebuilding a $2.4B media operation around AI-driven decisioning
A Fortune 100 CPG company partnered with Arete to replace legacy planning tools with a unified AI platform spanning 30+ markets, transforming how the organization allocates budget, targets audiences, and measures impact across every channel.
Return on AI investment
Media efficiency gain
Spend optimized annually
The Challenge
The client operated with fragmented media planning across 30+ markets, each using different tools, vendors, and measurement standards. This resulted in duplicated spend, inconsistent targeting, and an inability to measure true incremental impact across channels.
Our Approach
Arete deployed a unified AI platform integrating data from all markets into a single decisioning layer. We built custom MMM and MTA models for each market while maintaining a global governance framework, and trained 200+ local marketing teams on the new system.
Results
Within 14 months, the client achieved a 3.2x return on their AI investment, with 27% improvement in media efficiency and $380M in annual spend optimized through the platform. Time-to-insight dropped from weeks to hours.
“Arete didn't just give us a platform — they fundamentally changed how our organization thinks about media investment.”
Global VP of Media, Fortune 100 CPG Company
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