KPN achieves successful collaboration with creative and media agencies
KPN achieves successful collaboration with creative and media agencies
KPN serves millions of customers across the Netherlands, offering a comprehensive range of communication and digital services, including fixed and mobile telephony, internet, and TV. They collaborate with two agencies, and Cape as their innovation partner, to effectively scale campaigns for all their solutions.
KPN serves millions of customers across the Netherlands, offering a comprehensive range of communication and digital services, including fixed and mobile telephony, internet, and TV. They collaborate with two agencies, and Cape as their innovation partner, to effectively scale campaigns for all their solutions.
Industry
Telco
Objective
Agency collaboration
Challenge
KPN markets prominent brands like Samsung and Apple that require strict adherence to their brand identities. The diverse array of services and the strict advertising specifications result in highly specific ads, which are prone to errors and time-consuming when crafted manually.
Moreover, KPN aimed to regain transparency, control and establish shorter lead times. This proved to be complex due to numerous stakeholders, including creative Dentsu Achtung and media agency Greenhouse GroupM. Achtung is responsible creative development, while GroupM undertakes the task of translating these creatives into online versions for display and social ads. The previous workflow entailed multiple handovers before reaching the final outcome.
Solution
Cape offers a tailored environment for all KPN stakeholders, facilitating seamless creation, publishing and communication within a unified platform. KPN now uses Template Designer for all their creatives.
Greenhouse GroupM can autonomously create and customise templates across various channels and formats while KPN retains full transparency and control.
Template Designer ensures KPN's creative automation by adhering to brand guidelines and specific ad and brand specifications.
Results
This set-up empowers KPN to effortlessly generate, amplify, and deliver all-round campaigns while adhering to very particular ad and brand specifications. The automated workflow has minimised handovers and errors, allowing more time for optimisation, and fostering efficient collaboration among all stakeholders.
Greenhouse now independently crafts templates and swiftly incorporates KPN's feedback, resulting in rapid turnover times. As a result, the role at KPN has transformed from that of a designer to that of a project manager.
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