With IHALC’s Patrick Burgoyne, Matalan Chief Customer and Omni-Channel Officer Ali Jones and Sue Mountford, UK CEO of Inspired Thinking Group (ITG) will be talking through the in-house agency model they have built together at the retailer, empowering faster, more efficient production of high-quality, high-volume content to better connect Matalan with its loyal customers.
Summary of the discussion:
Initial Challenges at Matalan:
– The in-house marketing team was heavily focused on creative and production
– Lacked strategic balance and proper marketing communications
– Received 2000 briefs annually with extremely poor quality (ranging from WhatsApp messages to post-it notes)
– No consistent briefing process
– Team was overly accommodating, unable to say no to requests
– Manually operated with minimal technology and workflow management
Transformation Approach:
– ITG conducted an initial audit of the existing processes
– Focused on careful change management and communication
– Implemented a structured briefing process
– Transferred some team members to ITG via TUPE process while maintaining close collaboration
– Introduced technology and workflow improvements
Key Transformation Strategies:
– Established clear boundaries for different agencies (eg McCann, ITG)
– Created a buddy system for TUPE transferred employees
– Conducted listening groups to understand team challenges
– Focused on showing the benefits of change rather than just implementing new technology
– Emphasized making work easier and more efficient
Technology and AI Approach:
– Prioritized operational AI over generative AI
– First retailer to use generative AI for product copy writing
– Exploring AI for PPC, voiceovers, and product forecasting
– Developed a clear policy about AI usage
Measuring Success:
– Cost framework adherence
– Qualitative assessment of creative work
– Consistency of brand presentation
– Detailed reporting and annual development plans
– Guaranteed cost savings
Culture and People:
– Maintained physical presence and integration
– Provided career development opportunities
– Focused on empowering talent
– Emphasized communication and transparency during the transition
The overall goal was to transform Matalan’s in-house agency from a reactive, manual operation to a more strategic, efficient, and technologically advanced team that can deliver high-quality work more effectively.
IHALC’s In-House Life series is created in partnership with Inspired Thinking Group (ITG). As the leading halo content partner to businesses around the world, ITG eliminate marketing complexity and produce engaging, agile content that drives growth and reduces marketing costs. ITG collaborate with major brands such as John Lewis Partnership and Matalan to build technology-powered in-house agencies, delivering high-quality, high-volume content production at the speed of retail. ITG employ over 1,500 people throughout their global offices and their Storyteq platform is recognised as a Leader by Gartner. Clients include the likes of Heineken, PUMA, M&S, KFC, Costa and Jaguar Land Rover (JLR).
