cosmos™ for marketing decision-makers: Greater efficiency when working with agencies

The starting point: Why agency alignment is often difficult, expensive, and prone to errors

For many marketing decision-makers, a new project or campaign does not begin with creative ideas and strategic clarity, but with a complex organizational obstacle course. Before a concept can even be developed, information must be gathered from a wide variety of sources and processed: target groups, personas, brand positioning, and brand DNA from various presentations that are probably no longer up to date, touchpoint overviews from tables that only a few team members understand. All of this must then be put into a format that is actually usable for external partners such as agencies.

This preparatory phase is often time-consuming and costly. Coordination loops between internal teams and external agencies drag on because data is missing, outdated, or contradictory. Meetings are scheduled to clear up misunderstandings, emails with corrected briefings circulate in endless loops, and even small changes to strategic basics often mean that several documents and files have to be updated manually. The result: high coordination effort, rising agency costs, and the constant risk that valuable campaign budgets are not being used optimally.

How cosmos™ drastically reduces the amount of information and coordination required

cosmos™ was developed as a target-centered strategy platform specifically to address these challenges – with the aim of making all strategic foundations for brand, marketing, and sales available in a central, intelligently networked location. This transforms collaboration with agencies from a time-consuming coordination task into a lean, clearly structured process.

At the heart of the system is the Agency Knowledge System. This is where all relevant strategic elements such as brand positioning, brand DNA, USPs, personas, target groups, and touchpoints are structured, maintained, and stored centrally. Changes are not duplicated in different files, but automatically updated throughout the entire system. Using LiveLinks, marketing decision-makers can share all relevant information for a campaign or project with agencies at the click of a button. These links always contain the latest information – without the need to manually send PDFs, PowerPoints or Excel files.

This means that agencies always work with consistent, verified information. Briefings can be automated, meetings become more focused, and the actual creative process can begin earlier. In addition, many of the classic frictional losses that arise when agencies plan on the basis of outdated assumptions are eliminated.

Develop strategic foundations in-house – without expensive external consulting

Another key advantage of cosmos™ is that strategic basics do not necessarily have to be developed by external consultants. The platform is designed so that marketing decision-makers and their teams can build a complete and professional brand strategy even without in-depth prior knowledge.

Guided workflows, context-based video tutorials, and tried-and-tested templates guide you step by step through all key areas – from defining your brand positioning and creating a consistent brand persona to developing valid personas for each target group. The expertise of large strategy and brand agencies flows directly into the user guidance, allowing you to work at a high strategic level without a long training period.

This in-house implementation not only saves considerable external consulting costs, but also ensures that strategic foundations remain up to date and adaptable at all times. If market conditions, target group needs, or internal priorities change, adjustments can be made directly in the system and shared immediately with all relevant partners – without additional coordination rounds or project delays.

When is a campaign successful?

One of the biggest challenges in working with agencies is how to measure campaign success. Different agencies often work with completely different KPI systems – from click rates and impressions to social media engagement and leads. The problem is that these metrics are often disconnected from actual sales and revenue figures. As a result, an agency may celebrate record click numbers for a campaign, while internally it is clear that not a single relevant business deal was ultimately closed.

cosmos™ addresses this by making impact chains visible, placing each individual KPI in the context of the overarching business goal. Relevant metrics from different systems – from Google Ads to CRM – can be automatically imported and embedded in the strategic impact chain. This makes it clear which activities actually promote revenue or other business-critical goals – and which ones just “look good.”

With this approach, isolated success metrics disappear from reports. Instead, a clear picture emerges: Which touchpoint and which key event lead to the actual deal – and where do prospects drop out? This enables data-driven decisions, avoids misinvestments, and ensures that marketing budgets are targeted where they have the greatest impact.

Efficiency gains in practice: less coordination, more impact

The greatest benefit of cosmos™ becomes apparent in daily collaboration with agencies: projects start faster, run more smoothly, and deliver results that are strategically sound. Instead of gathering information from a wide variety of sources, marketing decision-makers can give their agency partners access to all relevant strategic information via a single LiveLink.

This not only ensures transparency, but also significantly reduces unnecessary communication. Agencies don't have to ask where to find the latest version of the brand DNA or which persona is relevant for a particular campaign – they have access to the same, always up-to-date information as the internal team at all times.

The result: fewer emails, fewer meetings, fewer misunderstandings – and significantly more time and budget for creative work that directly contributes to the business goals that have been set.

Conclusion: more clarity, less friction, greater impact

cosmos™ enables marketing decision-makers to develop strategic foundations themselves, maintain them centrally, and share them with agencies in real time. At the same time, the impact chain logic ensures that success measurement is not based on superficial KPIs, but is directly linked to actual business goals. This eliminates lengthy coordination processes, allows resources to be used more efficiently, and gets campaigns off the ground faster – with clearly measurable results.

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