Accor moved from scattered spreadsheets and long email chains to a centralised campaign hub. By unifying intake, planning, execution, and approvals, they simplified collaboration across brands and regions and gave every marketer the same real-time view of priorities. The shift drove ~96% efficiency improvements and halved emails and meetings—with partner documentation noting ~50% workload reduction post-rollout.

Why centralisation works

• Single source of truth. Campaign status, owners, and deadlines live in one place—no hunting through decks or inboxes.

• Standardised workflows. Shared templates and “multi-homed” tasks remove duplication and keep global/local teams aligned.

• External partner access. Accor onboarded ~200 agencies/consultants into the same system, reducing hand-offs and rework.

What’s new / how it works

Accor centralised campaign management in Asana, rolling out with structured training and progressive adoption. Features like multi-homing, comments, and portfolio visibility harmonised collaboration across regions. Leaders cite 96% efficiency improvement and –50% emails/meetings as tangible outcomes of the change.

Practical steps you can copy

1. Create a single intake. Route every brief through a standard form to auto-assign owners, due dates, and regions. (Accor shifted from scattered files to one organised system.)

2. Template the work. Build campaign templates (tasks, stages, approvals) and re-use them across brands and markets.

3. Use multi-homing for transparency. Track one task across multiple projects (e.g., global campaign + regional execution) to avoid duplicate work.

4. Onboard partners. Add agencies/consultants into the same workspace with scoped permissions to speed feedback and asset flow.

5. Measure what matters. Monitor meeting count, email volume, cycle time, and campaign throughput; Accor reports ~50% fewer emails/meetings after centralising.

6. Train and iterate. Accor’s structured enablement drove rapid adoption and ongoing efficiency; consider a phased rollout with role-based workshops.

Impact highlights

• Efficiency: ~96% improvement in team efficiency.

• Communication load: ~50% reduction in meetings and emails.

• Workload: A partner case study reports ~50% workload reduction after implementation and tailored training. (Indicative; not an official Accor press metric.)

What to watch out for

• Change fatigue. Plan for an adjustment period; pair templates with training and office-hours.

• Governance. Define naming, tagging, and permissions so global and regional teams can co-exist without clutter.

• Value tracking. Publish a monthly scorecard (meetings, emails, cycle time) to reinforce adoption with results.

FAQs

Q1: How does centralisation improve efficiency?
It removes duplication, standardises workflows, and gives everyone the same live view of priorities—Accor reports ~96% efficiency improvement from this shift.

Q2: What does a 50% workload reduction mean in practice?
Less manual chasing, fewer status meetings, and faster approvals. Accor’s partner case notes ~50% workload reduction post-implementation and training.

Q3: What challenges should we expect?
Initial change management and aligning multiple regions/brands to one way of working. Accor used structured training and phased adoption to smooth the transition.

Next Steps

Centralising campaign work let Accor move faster with fewer meetings and clearer accountability. Want the same? Generation Digital can stand up your intake, templates, and governance in Asana—so your team spends time on creative impact, not coordination.