Regional media at scale · 16 markets · $2.5M annual

16 markets, one playbook.

Built a modular media system for Jack Daniel's across LATAM. Same brand discipline, local execution, central reporting — 60% faster planning.

Multi-marketSpiritsOperating model
100+ Market-specific media plans / year ↑ all KPIs hit across 16 markets
ANNUAL BUDGET
$2.5M
regional paid media managed
MARKETS COVERED
16
different rules + currencies
PLANNING SPEED
+60%
faster cycle time
KPI ATTAINMENT
100%
targets hit across the region
THE PLAYBOOK

Why the modular playbook works

Jack Daniel's LATAM needed unified brand consistency and central reporting, but execution had to flex to 16 different markets — different platforms, currencies, regulatory rules, language nuances, holiday seasonality, and competitive dynamics.

The status-quo state was a patchwork of agencies, inconsistent creative, duplicative planning cycles, and no single view of regional performance. We built a modular media playbook: a core brand architecture and shared measurement framework, plus a plug-and-play layer market managers adapted to their own platform mix and regulatory rules.

Standardized brief templates. Centralized regional reporting and attribution. Weekly market stand-ups to surface what was working and recycle winners across borders. Creative pre-cleared for compliance across all 16 markets up front — shaving weeks off every campaign's launch.

The modular system

  1. Core brand architecture + shared measurement framework that travels across markets.
  2. Plug-and-play local layer that flexes to platform mix, currencies, regulatory rules, language nuances.
  3. Standardized brief templates and centralized reporting + attribution rolling up regionally.
  4. Pre-cleared creative compliance across all 16 markets up front — saving weeks per campaign.

What it produced

  1. Hit all KPIs across all 16 markets within a single fiscal year.
  2. Cut planning cycle time by ~60% while improving regional performance consistency.
  3. Turned 16 independent campaigns into one scalable, repeatable system.
  4. Operating model became JD LATAM's standard way of working — and a template B-F replicated elsewhere.