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CASE STUDY

A Global Release Valve that Can Handle the Pressure

What started as a need for a “release valve” became a partnership designed to support Universal’s existing model while adding greater visibility, flexibility, and control to complex global releases.

Project at a glance

Challenge:

Universal needed to scale delivery of concurrent global OOH campaigns across c60 territories, requiring additional capacity without disrupting existing workflows, while improving visibility into order volumes, production status, and territory demand patterns.

Solution:

Spark integrated alongside the incumbent agency, delivering campaigns across c60 territories while adding structured coordination, real-time tracking of orders and production, and leveraging global teams to improve responsiveness across time zones.

Impact:

Central teams gained real-time visibility into campaign progress, reducing manual reporting, while improved coordination and global coverage enabled more responsive delivery, supporting high-volume releases and enhancing management of complex, multi-territory campaigns.

 

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THE CHALLENGE

Universal’s increasing volume of global OOH campaigns added complexity to an already sophisticated delivery model. With multiple releases running simultaneously across c60 territories, maintaining consistency, scalability, and established ways of working became increasingly important.

As activity grew and timelines overlapped, additional capacity was needed to support peak delivery periods and improve visibility of territory orders, production progress, and campaign demand across the global operation.

Introducing a second partner required seamless integration with existing processes and close collaboration with established teams. Universal sought a partner capable of taking ownership of proven workflows while bringing additional operational support, coordination, and fresh perspectives.

The goal was to strengthen an already successful model, ensuring it could continue to scale effectively and support evolving market demands.

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THE SOLUTION

Spark was introduced as an additional delivery partner to support concurrent global releases, working alongside the incumbent agency to absorb peak demand while maintaining consistency in execution.

From the outset, the focus was on integration, not reinvention. Existing workflows were respected, while Spark embedded a structured layer of coordination and tracking to improve visibility and responsiveness across territories.

A first major campaign (Bad Guys 2) acted as a live test of this model, delivering full global OOH campaign requirements while operating under real-world conditions and timelines.

Rather than replacing existing ways of working, the model strengthened them adding flexibility, transparency, and additional capacity where it was needed most.

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Key elements of the approach included:

Seamless delivery support at scale

Delivering global OOH campaigns across c60 territories and upto 2,000 placements, aligning with established processes while managing high-volume, concurrent demands.

Real-time visibility for central teams

Introduced live tracking of order volumes, territory uptake, and production status, reducing reliance on manual updates and delayed reporting.

Enhanced coordination across markets

Provided an additional operational layer to help manage complexity across territories, improving clarity without disrupting existing relationships.

Time zone optimisation through global footprint

Leveraged production and project management capabilities across regions, including Australia, to support a more continuous 24-hour production cycle, improving responsiveness for Asia Pacific markets.

Data-informed insight


Captured order patterns and territory behaviour to give central stakeholders a clearer view of demand dynamics during live campaigns.

THE IMPACT

The partnership provided Universal with immediate support for high-volume global releases while introducing greater visibility and coordination across the delivery process.

Increased transparency for central teams

Real-time insight into order volumes, territory uptake, and production status enabled faster, more informed decision-making and reduced manual follow-ups.

Scalable support for concurrent campaigns

Spark successfully delivered alongside the incumbent agency, demonstrating the ability to scale capacity without compromising quality or consistency.

Improved responsiveness across regions

A distributed delivery model enabled better time zone coverage, particularly enhancing support for APAC territories and contributing to a more efficient 24-hour workflow.
 

Stronger coordination across complex releases

An added layer of tracking and operational oversight helped teams manage high-volume, concurrent campaigns with greater clarity.

Foundations for continuous improvement

Early insights into territory ordering patterns and behaviours have begun to inform future planning, with the potential to refine the model further as additional campaigns are delivered.

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