Global Content Utilisation Audit & Adaptation Insights Report — Mercedes-Benz E-Class W214

Role: Content & Adaptation Lead Client: Mercedes-Benz Agency: Omnicom Media Group Type: Data & Insights · Solo project Date: December 2024

Problem

Mercedes-Benz had no consolidated visibility into how its globally produced content was actually being used across regional markets. With no centralised tracking mechanism in place — and Hub adoption below 100% — markets were independently creating and producing their own localised assets, driving up production costs and duplicating work. Centrally produced content was sitting unused or undownloaded in Symphony, the content management system. There was no way to measure the gap between what HQ produced and what markets deployed, or to assess whether adaptation governance was being adhered to.

Approach

1. Multi-source data collection across 36 markets

Designed and distributed structured surveys via email and Microsoft Teams to content and adaptation leads across all participating markets. Data was gathered from three sources simultaneously: the Adaptation Hub (via Horizon), local market surveys for assets not produced through the Hub, and Regional Content Hubs — then consolidated with automated platform data from Symphony.

2. Data cleaning, structuring & analysis

Consolidated and cleaned raw multi-market survey responses in Excel, standardising inconsistent inputs across regions and campaign phases (Press Announcement Date, Sales Release, Market Launch). Conducted production data analysis in Power BI, tracking asset downloads by market, never-downloaded assets, and adaptation volumes per format type across Tier 1–4.

3. Insight development & client reporting

Translated raw data into a structured MS6 Adaptation Insights report presented directly to Mercedes-Benz stakeholders. The report covered headline localisation rates, asset toolkit performance by format, toolkit highs and lows, regional amplification activity (Europe and Overseas), localised production volumes across campaign phases, and a channel-split breakdown of adapted assets. Asset lists were vetted by the MB product owner team before inclusion.

Output & Key Findings

A comprehensive Milestone 6 Adaptation Insights deck delivered to MB client stakeholders, covering the full E-Class W214 campaign across 17 participating markets.

Key findings

• Headline localisation: 84% of markets used the HQ campaign claim “Evolves with you” — 56% translated it into local language, 28% kept it in English, and 16% adapted it to “The New E-Class.”
• Asset format performance: Digital Display (39%) and Retail (26%) were the most adapted channel types, with Social at 22%. Key Visual stills and TVCs were the most-adapted formats; product detail stills and brake assist films were the least used.