MPB In-housing

Background

Croud was appointed as GMP tech partner supporting MPB’s critical in-housing process in 2024. The decision to in-house digital media was a strategic inflection point for MPB, with performance continuity and speed to impact critical to ongoing growth. By combining in-house capability with specialist intelligence, MPB maintained performance momentum through the transition and delivered one of its strongest performance years to date.

Challenge

MPB undertook the in-housing of its digital media activity while simultaneously building and onboarding a new internal team. The challenge was to execute a complex platform and capability transition without performance loss, while continuing to deliver against ambitious commercial objectives.

Return on Intelligence

Aligned to MPB’s ambition to build sustainable, in-house media capability without sacrificing performance, Croud identified that the primary risk was not capability alone, but the sequencing of decisions across technology, people and governance. In similar in-housing programmes, early platform handover often leads to fragmented accountability, inconsistent optimisation and short-term performance decline. Rather than accelerating immediately to full autonomy, Croud prioritised performance stability, ensuring that capability, confidence and best practice were embedded through live, real-world application before ownership fully transferred.

This intelligence was applied through a deliberately phased transition model, which became the guiding strategic pillar for how MPB approached in-housing: protect performance first, then accelerate internal capability. Acting as an extension of MPB’s newly formed media team, Croud applied specialist intelligence across planning, training and governance, including:

• Intelligence-led migration planning to protect performance continuity
• Active risk mitigation supported by a clearly defined post-migration roadmap
• 52 hours of role-specific GMP training delivered against live platform usage (SA360, DV360, CM360)
• GA and marketing tech audit
• Paid media activation support
• Ongoing consultancy and advanced workshops to support confidence, governance and performance stability

Results

As a result of this approach, MPB successfully took ownership of its paid media operations while maintaining and improving performance, delivering against its objective of building in-house capability without compromising growth. This saw a:

• 30% increase in paid media ROI post in-housing within the first 6 months
• 20% reduction in cost per session
• 25% YoY revenue growth

These results demonstrated that the in-housing model was not only operationally successful, but delivered immediate and measurable commercial value during a period of significant organisational change.