Challenge
EA were working with a variety of agency networks to develop and implement global marketing campaigns.
They faced major issues when trying to provide creative assets to different local markets in a way that was efficient and cost effective. Some products were being launched without the support of the central marketing team, others were using local ‘off brand’ materials at additional cost.
The process of launching marketing campaigns was stressful
and frustrating.
Freedman solution
We separated the creative origination from the production of assets, recognizing that it requires very different skills to succeed in each area.
To improve both collaboration and control throughout the marketing supply chain, we provided end–to–end project management.
Our process tools were used to localize and adapt in–market advertising in a way that was both faster and cheaper. In addition, our entire approach was underpinned and enabled by robust and innovative technology that provided EA with a new model for launching future campaigns.
Results
In the first year of working with us, EA saved an estimated €3 million in agency costs alone.
Communication was dramatically improved, the creative agencies were freed to focus on what they do best, while EA’s team enjoyed a time saving of around one–third by using our products and services.
In addition, EA made cost savings of 15% on the centralized production of assets and 23% on in–market fulfillment of media plans. TV, press and digital campaigns were delivered quickly and on time and digital communications were often delivered within 24 hours.
As a result of the simplified supply chain, centralized ‘on–brand’ creative assets were used much more extensively by EA’s local marketing teams across a wider range of markets.