Consumer Packaged Goods Case Study

Background

This global fast moving consumer goods company was looking for an edge over their competition; how could they improve artwork review cycles to meet deadlines and maintain
brand and regulatory control? Their strategy: partner with Orbis to reduce artwork review cycles and control digital artwork.

Challenge

Review cycle times for key processes, such as artwork reviews and re-works, were very slow, impacting the ability to get marketing programs executed by drop-dead dates. A large amount of time was spent chasing up comments from approvers and updating steps in the artwork sign off process Management’s ability to plan resources and manage volume was very difficult; there was no way of knowing how much artwork was being circulated for review. Sales and marketing staff were unable to locate, in one central place, finished artwork pieces for use in promotional and brand activities Ad-hoc hard costs were growing. Hard copy submission, review and approval costs included: physical forms, photocopies, laser copies, printed artwork, CD’s, artwork distribution (couriers), physical filing and retrieval.

Solution

The client implemented Orbis MRM™. From one place, all marketing activity can be tracked and managed. Management can view current plans and statuses quickly. Artwork review and sign-off is automated and easily tracked; the client and agencies can collaborate on fi les and concepts, and all materials produced are housed and protected in the digital library.

Benefits

The client is now able to execute their marketing with greater speed, flexibility and control:

• More timely decision making – The client can now react to market trends with agility and speed; more quickly than the competition. Review cycles for projects have reduced by an average of 75%.
• Visibility across the marketing function enables the client to react faster, resulting in increased sales revenue, market share, customers and profit.
• Staff performance is optimised through increased staff productivity, better allocation of resources and faster execution of marketing projects. This also resulted in less staff turnover
  and the ability to quickly ‘knowledge skill’ new staff.
• Unparalleled control – Real-time information is now available at the press of a button. Routine functions are automated across campaigns and sign-offs; Intellectual Property is securely stored and centralised; and key data is rolled up to executive dashboards and reporting.
• Cost reduction – elimination of hard costs (CD’s and couriers) and manual approval processes (hard copy sign off); artwork reworks, legal costs and agency cost have all been reduced by a minimum of 70%.