From future scenarios to execution power

RTL Nederland, with strong brands such as RTL4, RTL Nieuws, Videoland and Buienradar, is a leading player in the Dutch media landscape. The rapid shift from linear TV to online video and digital platforms calls for more than strategic direction alone: it calls for concrete execution.

To give substance to this, RTL Nederland went through a trajectory with Jester in which not only the strategy was set, but the translation into execution took centre stage. This built on an extensive scenario exploration for the development of TV-spot and online video advertising.

The strength of the trajectory sat in the final step: making the strategy concrete so it became truly implementable inside RTL. The strategy was translated into clear objectives, concrete execution strategies and actions with ownership across the organisation. For this the OGSM method was used.

The OGSMs formed the foundation for implementation of the commercial strategy. For each strategic option we set out the objective, the strategy to follow, the actions required and who is responsible. That way the strategy became not only directional but also steerable.

The combination of future scenarios and concrete translation into execution means RTL is not only prepared for a range of possible futures, but also able to steer purposefully in response.