Bright

Embracing marketing agility

ADP’s strategic leap forward with Bright

Agile transformation in HR and Payroll

ADP, established in 1949 and listed on the NASDAQ, is a Fortune 500 company and a global leader in payroll services and HR solutions. With a heritage of over 75 years, ADP manages global operations across many countries and sectors. Partnering with Bright, ADP launched an ambitious initiative to instil agility within its international marketing team (known as ESI), improving responsiveness and aligning operations closely with sales and business goals.

With disparate international teams and varied operational practices, ADP’s ESI marketing function needed a fundamental realignment. The goal was to transition from traditional practices to a more integrated, agile marketing approach that could unify global efforts and increase operational efficiency.

Graham Wylie, VP International Marketing said “By adopting agile practices, we can drive success, maximise our potential, and ensure our team remains innovative, efficient, and highly engaged. This transformation is vital for meeting the growing demands of our business and achieving our ambitious goals.“

Bright developed a bespoke agile marketing training and activation programme, tailored to specific requirements and incorporating use cases that the ADP ESI marketing team would use as the pilots to activate the new ways of working and thinking.

The initiative began with an in-depth discovery phase, followed by an interactive agile marketing training programme delivered across the global marketing teams. Over 60 marketers, including leadership, were engaged during 30 hours of global virtual training.

Significant improvements were achieved across several key performance areas including increased speed to market, improved data-driven decision making, and enhanced cross-functional collaboration.

The ESI team appreciated the investment in their professional development and acquired valuable new skills that supported their growth.

An inside view

"Agile marketing has been a game changer for us. Whilst asking the teams to change their way of working was challenging at times, it bore fruit in the end once they understood that it’s not just about speed; it’s about being strategically aligned and responsive. The clarity and focus that Bright’s training brought have enabled us to be more adaptive and impactful."

Els Humphreys-Davies, ESI Director of Field Marketing

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