Case Study: GTB (Ford’s global marketing agency) achieves connected operational planning, improved resource utilization, and higher project profitability with Workday Adaptive Planning

Connecting Operational Planning and Project Execution

GTB, a Dearborn, MI–based global marketing and communications agency and WPP subsidiary best known as Ford’s primary creative agency, faced the common planning challenge of linking financial forecasts to day‑to‑day project execution. The agency needed better visibility into skills, utilization, and scope delivery to accurately measure project profitability and support contract negotiations.

Using Workday Adaptive Planning, GTB built a global resource data center and position‑management tool that connects operational planning with project execution. The solution improved skills alignment, enabled real‑time utilization and scope tracking, and delivered clearer profitability metrics—helping GTB optimize delivery and strengthen its contract negotiation position.

GTB