Regional operating-model rewrite · F20 → F21

0.6B to 1.8B impressions / year.

Reach grew from 180M to 400M people. Facebook dependence dropped from 95% to under 35%. The system rewrite that other regions adopted.

Operating model16 marketsF20 → F21
78 to 11 JD FOB campaigns consolidated ↑ 3x reach with <20% budget growth
CHANNEL DIVERSIFICATION
95% → <35%
FB/IG share of broad-reach media
REACH GROWTH
+122%
with <20% budget lift
PLANS REWORKED
59
replanned in July 2020 alone
AGENCY CONSOLIDATION
11 to 4
creative agencies regionally
PERFORMANCE
B-F LAR channel mix shift, F20 → F21
From a single platform of failure to a real, diversified media system.

The rewrite

  1. Replanned 59 media plans in July 2020 alone during FB platform crisis — diversified into YouTube, Pinterest, Spotify, Programmatic, Tastemade, Rappi.
  2. Restructured Spark agency relationship into a tiered model: strategic on top tier, in-house BFMS on always-on + e-commerce.
  3. Consolidated 78 fragmented JD FOB campaigns into 11 disciplined regional activations using a #StealWithPride model.
  4. Built self-service brand-health and competitor dashboards adopted as the global B-F standard.

What changed in 12 months

  1. Annual impressions tripled (0.6B → 1.8B). Reach grew from 180M to 400M people with under 20% budget increase.
  2. Facebook/Instagram dropped from 95% to under 35% of broad-reach media. Real channel diversity restored.
  3. Pinterest debut in Puerto Rico exceeded every alcohol benchmark on the platform.
  4. Operating model became the template adopted across other B-F regions globally.