IWG

Overview

From a three-month PPC test to partnering across 120 markets

Services: Data solutions, Global growth, Digital experience & performance, Google Marketing Platform

Markets: 120 markets across the globe

The challenge

IWG is a multinational FTSE 250 company and the market global leader in serviced offices and coworking spaces, with over 3,000 locations in 120 countries.

IWG had traditionally used network agencies which struggled to balance a centralised plan with the requirements for specialised local knowledge and expertise across the 120 individual countries. IWG engaged four agencies in a three-month PPC test in January 2015. Croud won the trial and were given 10 of their smaller markets that had traditionally struggled to see results from digital.

Following the initial test, Croud outperformed all of the other agencies and the decision was made to award Croud a larger number of markets to manage. Fast forward to today and we now run all of IWG’s digital performance activity, as the lead agency, across 120 countries and their extensive portfolio of customer-facing brands.

A strategic partner

IWG is a highly complex business with a decentralised management structure. We use a combination of consultative in-house talent integrated into IWG’s business at a central level, and our Croudie network, who are situated in-market to deliver localised executional tasks. This frees up the internal team to focus on the strategy and gives us truly global consistency with local execution.

We go beyond individual digital channels to also provide business advice. Whether it’s advising on how their tech team operates, or providing IWG with local market insights into competitors in offline channels, Croud proactively comes up with solutions and new ideas.

The purchase journey for IWG’s brands is a very complex one, with a long time delay from someone becoming a lead via the website and actually converting, as well as the value of leads varying significantly. We have been able to work with IWG to deliver marketing and business data integration projects. This work activates business data – such as customer records, lead and revenue data, and occupancy and pricing feeds – in Google Marketing Platform, allowing us to operate campaigns intelligently and drive advertising performance.

The results

Since the beginning of our partnership with IWG in 2015, we have seen consistent growth through digital. Here’s just a snapshot of the award-winning work we’ve delivered for some of IWG’s brands.

markets

locations

years of partnership

Regus

Optimising Google My Business listing across 3,000+ locations

Easy Offices

An award-winning approach to joining up SEO and PPC to drive conversions

Spaces

Driving brand awareness through an integrated, cross-channel campaign

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