SO DIGITAL Global Brand Content Excellence Platform

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Trapped in Email Micromanagement

Because of an unstructured creative content relationship between headquarters and countries, which results in repetitive communication and excessive operational project administration, highly paid creative professionals are trapped in email micro-management instead of value adding strategic brand creation.

Global-to-Local Brand Creative Implementation Divide

Due to operational complexity inherent to global organisations and email distribution of documents, local implementation teams often lack a thorough understanding of brand creative guidelines. In these cases when retail and digital brand directives are shared via emails, they get misplaced, undelivered or unseen in marketeers' already flooded email inboxes.

Country Content Requests Overflow

Number, heterogeneity and frequency of country brand content demands, coupled with insufficiently digitally enabled and comparatively small brand creative headquarter teams creates congestions and long waiting times. Long waiting times result in team frustration, competitive infighting between HQ and countries, but worst of all means missed market opportunities.

Global Brand Equity Damage Risk

With incomplete, late or non-exhaustive brand creative directives, faced with a tight window of market opportunities and steep performance expectations, country level marketeers will often act on their own, risking the global brand equity.

In-House Brand Creative Capacity vs. Demand Gap

Most often a team of fewer than 10 creatives supports the demands of 50+ stakeholders. Because of inadequate digital enablement, definition and implementation of processes and standard operating creative procedures, creatives are mostly busy putting out fires and doing not just creative work, but project management work, for which they neither equipped nor signed up for.

Gut Feeling Decision Making in Global Creative Execution

The creative concepts creation is at most organisations done without a systematised and collectively processed market level performance data. As majority of branding operations are done through email chains data is lost and unrecorded in a systematic way.

Both Supply & Demand Digital Structure

As platform introduces structure both on the content supply side and content demand side, creative in house teams are relieved from repetitive communication and operational project administration

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SO DIGITAL GLOBAL BRAND CONTENT EXCELLENCE PLATFORM helps in-house brand creative teams of global brands effectively mange the relationship with local business units in terms of creative brand direction, campaign content demand streams, local adaptation request and worldwide learning.

Who is it for?

In-house brand creative teams located at headquarters of global or international brands which are in charge of brand creative execution excellence across the world, region or multiple markets. Especially relevant to high-growth organisations and brands existing over multiple territories wanting to scale their creative operations.

When is it needed?

If your in-house creative team is significantly outnumbered by stakeholders across different business units and crumbling under the number of different creative content demand streams, adaptations and localisation, unable to pursue strategic and creative work from daily operational firefighting you need our solution yesterday!

Who benefits?

Introducing structure at both ends of brand creative content relationship actually benefits all parties involved. In-house creative teams will be able systematically manage increasing brand content demand scope, while stakeholders will get faster deliveries. Organisation benefits by ensuring productivity and avoiding brand erosion.

How is it implemented?

Our implementation model is based on the combination of continuous improvement and agile delivery methods where we continuously explore operational problems in brand content operations, and quickly iterate on platform solutions to them.

Exploration workshop is followed by a MPV which is iterated to the pilot version of solution, later to be successfully scaled to an increasing number of brands and countries. In this way we completely remove any implementation risks, as success is only a matter of persistence.

How long does it take?

While noting that each client's internal organisational system and operational context set the pace for the actual implementation, from the initial contact to the workshop as a collaboration first kick-off milestone should not take more than two months.

Workshop deep dive into your operational context will enable us to give you an accurate timeline. However, on average, first MVP is deliverable within a month, while first pilot within 3 months. Scaling up to the complete solution should take between 6-12 months.

How much does it cost?

Even though our solutions are completely tailor made to you and your organisational setup, our innovative business model enables us to deliver them at comparably lower prices. For a two year period, cost per country (unlimited users) ranges between 100 - 500 EUR per month.

Pricing structure evolves with time. Until the pilot, we charge subsidised hours of development, project management and workflow optimization consulting. As we transition to the scaled up version, hours disappear, transitioning into subscription.

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EMEA wide scalable brand creative support

Uber EMEA in-house brand creative agency leverages SO DIGITAL GLOBAL BRAND CONTENT EXCELLENCE PLATFORM to enable scalable brand creative support to 47 countries and market level growth marketing teams

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Rationalising global brand marketing, creative and eCommerce operations

(EMEA)

Since 2017 / 47 EMEA countries

(EMEA)

Since 2014 / 14 WE countries

(WHQ)

07.08.2019

Testimonials

"Having your brand represented well on a big retailer such as Foot Locker is a key priority. To deliver such a project, we needed a partner who would understand the needs both of the consumer and the brand. We’ve achieved a great end result: a brand page that serves as the authentic sport destination for the consumer, on and off the field of play, aligned with both Nike and Foot Locker business visions."

Gregory Pek

WE Digital Brand Manager Nike EMEA