CASE STUDY
Philips achieves global campaign agility and reduces campaign process from 28 to 8 days
Philips is a Dutch multinational corporation that operates in the healthcare technology, lighting, and consumer electronics industries in over 100 countries. Its product lines include LED lighting, medical imaging and patient monitoring systems, home appliances, personal care products, and more. Being present in so many markets with so many different products does come with its ad challenges.
Challenge
Doing business in all these markets and offering different products in these markets asks for an agile way of working. Global new formats need to be distributed across all markets, which often have different banner specifications or advertising rules and regulations. Local creative agencies might have the expertise, but they charge high costs for asset creation that might even exceed the yield. Especially the time-consuming localisation campaigns are very costly when created and published manually. Not to mention ads for the smaller markets, where big investments in creative agencies are just not feasible.
Objective
Streamlined Workflow Management
Industry
(Online) Retail
Solutions
Cape offers an asset library connection with global toolkits that are automatically translated and distributed to all markets for local teams or creative agencies. These formats get distributed to every market so all assets conform to the correct banner specs automatically. This is especially beneficial for smaller markets and their media planning with all toolkits translated automatically. The global team invests in templates / concepts and takes on further licensing costs so smaller markets can make use of these without any additional costs. Also, they don't have to create their own assets anymore, since all the creatives are centrally created by the global branding team.
"We not only save a great deal of money and work more quickly with Cape, it's also about effectiveness. Since we deliver all templates and toolkits at the expense of the global team, local teams no longer have to make concessions and choose between channels or size of campaigns."
Edwin Driehuijs, Product Owner Audience Activation @ Philips Global
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