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Empowering Marketing Performances

 

Performance is built, not bought

We partner with leaders to redesign the entire marketing ecosystem — agencies, production, partners and spend — into a governed, measurable operating model engineered for growth.

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Latest thinking

A railway worker throws a manual track switch at dawn
Insight

Traditional, virtual, AI or hybrid: choose the production model job by job, not once and for all

Choose the production model job by job. Four questions, two natures of cost, six pay models and a governance built for a year of operation.
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A woman walks through a creative production floor at dusk
Insight

Integrated AI platforms: the exit cost nobody puts in the contract

Integrated holding-company platforms offer speed and scale. What exit costs, who measures, and what to settle before signing.
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A reviewer studies a wall of printed campaign key visuals
Insight

Whoever executes the work should not measure it

Independent measurement, the dual bid and deliverable specifications: three safeguards for AI-assisted production.
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A model in a flowing gown on a salt flat during a fashion shoot
Insight

When AI is not the answer: generate, or assist the craft

AI in production splits into generation and assisted craft. How to choose by what is at stake, and what to put in the brief.
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Two producers review printed contact sheets in a production office
Insight

Complying with AI regulation does not clear third-party rights

Two obligations, not one: AI regulation and intellectual property. What to clear, who answers, and how the IPA and ISBA principles help.
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A colourist checks a printed proof under a daylight lamp
Insight

Complexity is no longer measured in pixels

Size no longer predicts production effort. The degree of control required does. How to rebuild bands, revisions and approvals around it.
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A virtual-production stage with an LED wall, camera crew and a model
Insight

AI does not make production cheaper. It splits the cost in two

Price lists blend two costs that AI pulls apart. Why separating execution from capacity makes efficiency visible and shareable.
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Retail Media Is a Spend You’re Not Governing
Insight

Retail Media Is a Spend You’re Not Governing

Retail media is the fastest-growing line in the budget and the least governed. The transparency, measurement and conflict questions advertisers must ask now.
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Alessandro Arbitrio, CEO of VA Consulting
"The next chapter of marketing won't be written by better campaigns, but by better operating systems. The agency–client model built for the campaign era cannot survive the age of agents. The operating model beats the forecast. Every time."
Alessandro Arbitrio, CEO

360° VALUE

The system, not the parts.

VA Consulting designs and governs marketing end to end — from operating model to execution — turning fragmented spend into governed, measurable value.

Our Organization
A fashion-week runway seen from the photographers pit

Luxury quality does not scale by itself: it has to be designed

A luxury maison wanted to scale content across banners, e-commerce, key visuals and out of home without the difference showing. With AI in the picture, the question was not speed. It was how to stay itself.
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A covered car in a photography studio with lighting technician

A launch under embargo, dozens of markets: how to choose the production model

A global manufacturer, a launch under embargo and dozens of markets. Which production model for the shoot, and how to multiply versions, adaptations and transcreation without losing quality or control?
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Frosted glass skincare bottle and jar on wet stone

From France to the world: governing every pack without redoing it every time

Personal care group, many brands, a vast catalogue: every pack multiplies by market, language and format. The question under the question: which work still needs a person, and which is repetition?
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Consolidating a global creative and media model with new remuneration and decoupled production

Creative, media and production ran on different models region by region, with production sitting inside the agencies and no visibility of mark-ups or bid economics. A newly formed global marketing organisation needed one model — but could not compare costs or reward outcomes across 40+ markets.
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Consolidating a fragmented global agency network into one operating model

A global FMCG group had grown to 120+ agency relationships across 40+ markets, with overlapping scopes, duplicated buying and no single view of what it spent on marketing services. Local P&Ls protected local rosters, so the centre had influence but no leverage.
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Our Difference

Everything here serves one purpose: helping your marketing perform, grow and evolve — with less waste and a higher return on the budget you invest.

One partner, end to end

From first diagnosis to final measurement, we govern the entire marketing ecosystem — strategy, agencies, production and spend — as one system, with a single point of accountability.

Aligned to one outcome: yours

As an independent marketing advisory, our only return is the value we create for you — so the advice you get is the advice you actually need.

Senior hands, every engagement

Work led by senior practitioners who have run marketing, agencies and production from the inside — judgement earned in the room and applied to your reality.

Evidence you can defend

Cost, value and performance, measured and documented at every step — turning marketing investment into decisions that stand up to finance, procurement and the board.

How we're different