Decoupling creative production and print management to deliver cost savings

Results

  • saving on marketing production was identified through decoupling efforts
  • improvement in compliance performance to 94% submission rate

Story

Leading independent biotechnology company focused on improving the lives of those with serious diseases, relies on cross-channel marketing outreach to introduce human therapeutics to patients in need. In the past, the company has used multiple agencies of record to produce marketing materials across digital, broadcast and print channels. The use of multiple agencies, without a clear vision into marketing production, led to inefficient use of marketing budget, lack of brand consistency and slower time to market.

  • Challenges

    The primary challenge was no transparency of cost associated with marketing activities. Agencies of Record were managing both marketing strategy and creative execution which meant limited visibility into spend and increased production times. There was inadequate control in managing the workflow between the AORs and production teams. And, the technology systems in play did not enable performance reporting or end-to-end project management.

     

  • Solution

    Tag aligned with the client to decouple from multiple agencies of record and established a team of nearly 150 Tag experts in marketing production, account management, regulatory compliance and creative, on-site within the client’s hub. We implemented a technology platform to serve as a single system for job initiation briefs, workflow and approval management, digital asset management, and final design, delivery, and production across the print and distribution of products.

    Our solutions allowed our client greater, more accurate management control of the marketing production and creative process and complete transparency into each job.

Agencies of Record (AORs) and their holding companies were managing both marketing strategy and creative execution which led to increased costs, limited visibility into spend and increased production times.