Introduction: Meet Washtower®

Founded in the Netherlands in 2017, Washtower® began as a simple solution to a common household frustration—bending over while doing laundry. What started with the creation of an ergonomic laundry cupboard evolved into a full-fledged modular furniture system designed to optimize laundry rooms, bathrooms, and utility spaces. In just five years, Washtower has grown from a four-person startup into a 15-person team, with a strong customer base across nine European countries. Today (2025) Washtower employs close to 50 employees, both full and part time at their headquarters in Enschede.

Background: Growth Outpacing Structure

As Washtower rapidly expanded into new markets—including Belgium, France, the UK, Austria, and Germany—it faced a challenge common to fast-growing companies: scaling marketing efforts without overburdening internal resources. To keep up, Washtower partnered with multiple marketing agencies, often hiring more than one agency per region to handle different platforms (e.g., social vs. search).

This decentralized approach led to duplication, communication silos, and inefficiencies in both cost and performance. To save on agency fees and time spent coordinating campaigns, the team needed clarity.

The Challenge: Unifying Paid Media Efforts

In early 2025, Washtower brought in ClearPath Marketing to conduct a comprehensive paid media agency and performance marketing audit. The goal: uncover opportunities for improvement in cost-efficiency, process optimization, and performance alignment.

Key pain points included:

• Fragmented agency landscape leading to redundancy.
• Excessive internal time spent briefing agencies—over 4 hours per week.
• Briefing time consuming up to 25% of agency time that could otherwise be spent optimizing performance.
  

The Solution: A Holistic Performance Marketing Audit

To address the complexity, ClearPath Marketing teamed up with Ask Digital Strategy Partners to execute a 4-week intensive audit across six core markets.

The scope included:

• In-depth interviews with agency partners
• End-to-end process mapping and stress testing
• Evaluation of future-proofing capabilities for each agency
• Platform assessments, such as Meta, Youtube, Google Ads etc
• Deep dives into:
  
  • Advertising account structures
  • Campaign setup and logic
  • Audience segmentation and targeting
  • Bidding strategies
  • Ad groups and keyword usage
  • Assets and Product performance
  • Performance metrics and return on ad spend
    

This methodical approach ensured that both strategic and operational layers of the paid media ecosystem were scrutinized.

Results: Clarity, Consolidation, and a Clear Path Forward

The audit resulted in:

• A 108-page assessment report and executive summary
• A 2-hour strategic debrief with scoring matrices and actionable insights
• A 2-page quick action plan for immediate campaign and account improvements
• A long-term consolidation strategy to streamline agency relationships and improve ROI/ ROAS
• Internal process and team structure recommendations, including creating a Single Point of Contact (SPOC) role for agency and campaign management
  

Conclusion: Peace of Mind and a Scalable Strategy

With a comprehensive view of its current agency performance and paid media setup, Washtower now has the tools to streamline operations, reduce costs, and maximize campaign impact. The team has already begun implementing the top four quick-win recommendations and is working on a phased consolidation plan. By creating clearer internal roles and aligning with top-performing agencies, Washtower is building a scalable marketing foundation for future growth.