Business Challenge

In 2001, Designtroupe was a successful small Australian business acquired by US-based The George P. Johnson Company, a global events marketing company, to become George P. Johnson Australia (GPJ). By early 2002, the company was struggling with the merger of the two businesses and their cultures, and grappling with how to ensure the continued financial success of the business. Due to the changing business dynamics, GPJ needed to address a number of strategic business factors, most critically declining revenue and gross profit margin.

Sense Marketing Solution

Sense Marketing developed a strategic business plan, which involved gaining an understanding of the current environment in which GPJ worked, and developing business solutions via the identification of specific strategies.

Key Results

The plan was implemented during 2002/03. From 2001 to 2003:

• Gross profit margin increased by 46%
• Revenue increased by 33%
• The percent of pitches won in the events business increased by 281%
• The percent of pitches won in the exhibitions business increased by 183%

The business plan was presented to the Australian management team, who in turn delivered it at Board level in Detroit, USA, with the Chief Executive Officer agreeing to implement business planning practices globally.

"Sense Marketing was commissioned to undertake a review of GPJ’s existing client relationships as well as our New Business Development plans and to make forward recommendations for the profitable growth of the business. The report Sense Marketing produced was well in excess of our expectations. Analytical, concise and pragmatic, it cut to the heart of our business issues.”
Mark McClelland, Managing Director and Senior Vice President, George P. Johnson Asia Pacific