Over the past 18 months the business, which defines itself as “a global marketing execution partner to the world’s leading brands”, has embarked on “a comprehensive program to drive transformation across its business”.
“This is a response to the evolving needs of marketeers as they seek to move away from siloed marketing thinking towards integrated multi-channel campaign strategies informed by data-driven insights which drive measurable outcomes supporting return on investment,” the business stated.
“This drive towards performance marketing requires a new kind of execution partner which can deliver agile, sustainable solutions across multiple consumer touchpoints supported by intuitive technology.”
The group has accordingly made a range of significant investments to bolster its capabilities.
These include investment of over $10m (£7.6m) to develop its newly branded ‘Hive’ technology suite “to deliver seamless integration for multichannel campaign execution across the end-to-end supply chain ensuring transparency, efficiency, and simplicity”.
This has been supported by the creation of a data and insights hub with over 50 data analysts based in Nagpur in India to ensure that data capture is turned into meaningful insights to inform campaign strategies.
On sustainability, the company has been recognised with a Platinum rating from EcoVadis for the third consecutive year. It also said its mission is to drive sustainable brand execution by providing clients with visibility, data, and strategies to help them deliver their sustainability targets across all of their marketing activities.
Investment has also been made in the area of shopper marketing – helping brands develop marketing strategies that are rooted in insights to offer “a seamless customer journey from online to offline and vice versa”.
The group recently strengthened its capabilities “across both shopper marketing and digital solutions” with the acquisition of DASS and its proprietary MarTech platform, FLOW.
Meanwhile, ADM said its 2022 acquisition of consultancy business Effectus has significantly added consulting, supply chain, and change management capabilities to the group, as well as bringing an offshore technology, process delivery, and data analyst centre with over 400 people located in India.
Finally, on supply chains, the group said it believes in sourcing directly from manufacturers wherever possible to ensure best price and supply chain transparency, as well as enabling ethical sourcing initiatives and sustainability planning.
Its sourcing hubs in China, India, and Latin America are now coordinated with its local, in-country teams through its newly established global centre of excellence in Romania and the significant expansion of its supply chain centre in Mexico.
Dan Pike, chief strategy officer at ADM Group, said the company has also undergone a “brand revitalisation” to align with its new market positioning.
“The group’s new logo, visual identity and website present a refreshed, bold image, exuding creativity, transformation, flexibility, and adaptability. ADM’s new brand identity represents the company’s continued commitment to growth and innovation, the evolution of our core brand values, and dedication to creating meaningful and sustainable brand experiences for our clients.”
Ed Colflesh, global CEO of ADM Group, added: “This is an exciting time for ADM, the challenge of raising the bar to meet our clients’ evolving needs, and to provide consumers with unparalleled brand experiences in a fast-moving, omnichannel environment, is one we are motivated to take on.
“The industry is going through a metamorphic change, requiring brands to seek beyond the capabilities provided by traditional marketing service providers. The investments that we have made over the last 18 months are fundamental to embracing that industry evolution.
“We are committed to making further investments in the future to continually transform our business to meet the changing needs of our clients.”
