Two of Omnicom’s implementation businesses, E-Graphics and Code Worldwide, have formed a global strategic alliance to create a technology-driven ‘intelligent brand delivery’ model for the implementation of advertising and marketing campaigns. Sound complicated? It’s where the industry is headed.
By combining technology and talent, the new model offers clients a faster and smarter marketing production service with substantial cost efficiency gains.
The alignment also means the two companies will work together as strategic partners, bringing together Code’s marketing automation platform, adZU, with E-GRAPHICS’ worldwide production facilities.
As part of the alignment, E-Graphics will continue its rollout of adZU to its clients. Code will also place its creative technology staff in E-Graphics’ offices worldwide.
But the new offering will create some big benefits to brand owners too, such as;
• Fully amended, signed-off and trafficked ads in minutes
• Marketing intelligence giving real time visibility of activity
And most importantly,
• 100% brand and legal compliance due to removal of human error
In simple terms, marketers receive a more efficient service that saves time and money.
This is becoming increasingly important to marketers and brands as marketing budgets face the chop is uncertain economic times.
Furthermore, the value of technology is only realised through people.
Myles Peacock, COO of E-Graphics believes that ultimately, he’s making the implementation of ideas a more intelligent and informed process.
Matt McNeany, CEO Code Worldwide, added, “The trend of clients looking to decouple the implementation of advertising from creative development is nothing new.
However, our ‘intelligent brand delivery’ model recognises the direction the production market is headed. With the traditional manual decoupling factories becoming ever more commoditised, clients don’t just want efficient and cheap production; they want a smarter model.”
It’s great to see a big conglomerate invested in technology in the ad space to make advertising more efficient. But are clients really ready for it?
What do you think?