Challenge
Kodak’s marketing team needed to co–ordinate the fast supply of brand communications for regional resellers, across 35 countries in 22 languages.
However, local teams were often using their own agencies – leading both to duplication and inconsistency – and there was a disparate roster of trusted Kodak suppliers.
Kodak needed a new structure to improve efficiency and save time and money.
Freedman solution
Freedman put in place a detailed roadmap of all forthcoming communication projects. This identified all separate briefs and improved planning and management of the marketing supply chain.
In addition, we developed a digital asset management system, holding materials with greater visibility and real–time pricing information, at the disposal of Kodak’s marketing teams.
Results
More than 2,000 projects were completed in under a year and marketing support arrived in the right quantities, on time, every time.
Usage of existing stocks increased, reducing cost duplication and increasing consistency. What’s more, local markets achieved greater flexibility while below–the–line spending was cut by almost 20%.
Overall, Kodak’s international marketing became more structured, time–conscious, controlled, targeted and cost effective.