In multi-brand groups, the challenge is balance: each brand has its own audience and message, but measurement, tools, and processes should be shared. Set a common framework for measurement, reporting, and accounts, a guide for each brand, and coordination that stops brands bidding against each other for the same audience.
Each brand’s identity
An identity and voice guide per brand, with clarity on the segment each serves so messages don’t overlap.
What should be shared
Measurement and reporting structure.
Ownership of ad accounts, domains, and tools.
Shared suppliers and production to reduce cost.
Approval and publishing rules.
Preventing internal competition
When two brands in the group target the same audience, they can drive up each other’s ad costs. Coordinate targeting, keywords, and seasons.
Reporting
A unified dashboard showing every brand on the same metrics, so decision-makers can compare and allocate budget fairly.
Frequently asked questions
01A marketing team per brand or centralized?
A hybrid model is common: a central team for measurement, tools, and governance, with execution close to each brand.
02How do we stay consistent with many suppliers?
Clear guides, templates, and review before publishing.
