Digital Marketing Flywheel: Unlocking Value with GCCs

Marketing is entering a pivotal phase of transformation, as organisations seek to balance the dual imperatives of optimisation and digitisation. Despite a reduction in overall marketing spend from 12% to 9.6%, digital marketing spend has increased by 94% since 2021. This increase, together with the rise of platform-led delivery models and projections that 70% of marketing activities will be AI optimised by 2029, has created the same conditions that previously made GCCs transformational for Finance and IT. As a result, GCCs have emerged as a powerful lever for organisations looking to scale marketing capabilities while driving greater efficiency and agility. Yet marketing remains significantly underleveraged  within GCCs, with only 22% of GBS organisations currently having marketing in scope, making it one of the largest untapped frontiers for value creation.

A US retailer achieved 75% annual cost savings and produces over one million assets per year through its GCC. A global home appliance brand runs campaigns across 42 countries from a single hub with approximately 50% cost savings. A global science company is executing up to 5× more campaigns than before.

Deloitte's Imagine–Build–Scale framework gives organisations a structured route from basic execution through to full AI-led omnichannel orchestration. Whether you are exploring the model for the first time or building on existing GCC capabilities in analytics, IT or CRM, the entry point is closer than most organisations think.