Improving the creative supply chain through smarter technology
The advertising industry meets for the Cannes Lions Festival at a time of profound change, as we all work together to transform the marketing supply chain for a global environment driven by an explosion of content. The opportunity now exists for agencies to be at the centre of that process, taking a truly worldwide view of brand needs, wherever they may be.
Visibility that allows creative focus
To achieve the transformation we’re working towards, the essential starting point is the transparency of all global campaigns and assets related to a brand. In the past, agencies have helped provide this, but it is a time-consuming and expensive process that could only provide an historical perspective. The proliferation of worldwide channels, sheer volume of content and separation of creative and media resources make this model unsustainable. Real-time visibility is the goal, allowing all stakeholders to have an impact on events as they happen.
At Adstream, we focus on enabling that transparency, allowing both agencies and brands to know what ran where and when – and what didn’t run at all. This, in turn, allows the evolution of a new type of supply chain that cuts across geographical and operational silos. It results in a connected, standardised process centred on agencies and the way they work together. It enhances efficiency and results in less waste – meaning more time can be focused on creative development and production and addressing the real requirements of any global campaign.
An evolved supply chain that delivers more freedom
The development of this evolved supply chain is revolutionary, because it gives agencies a complete view of the campaigns and brand assets within their remit, both in the UK and globally, where appropriate. This allows them to work independently or in collaboration in a far more efficient way. The supply chain model that Adstream has developed allows agencies to monitor activity in real-time, freeing up significant resource to achieve more creatively.
Monitoring the fundamentals
Because all campaigns are run off one Adstream platform, it can also track which asset goes where and help monitor the effective use of money and investments. This ensures all stakeholders are working as efficiently as possible and that fundamentals, such as release dates, correct use of talent rights and application of brand guidelines, are properly adhered to.
Ensuring enhanced productivity
With all assets transmitted through a single platform, productivity can soar, allowing agencies and other stakeholders to spend more time and effort on the creative process and the development of creative campaigns. In a changing marketing environment, such an ability to ensure productivity is essential to the long-term evolution of agency relationships with brands.
Delivering transformation centred on agencies
In summary, achieving visibility of all brand activity is the first vital step in delivering supply chain transformation. By standardising processes and connecting stakeholders through the entire campaign process, hand-offs become seamless and instantaneous, waste can be significantly reduced and productivity is greatly enhanced. This supply chain places agencies at its centre and acknowledges the importance of the creative process, while enhancing efficiency.
Adstream works with agencies to ensure global visibility and control over DAM and delivery in a truly end-to-end environment – from ideation to fulfilment and archiving – and over a single platform that is used by every stakeholder and manages all content. It is also supplier-agnostic to allow for changing needs and added efficiencies over time.
At Adstream, we’re focused on transforming the marketing supply chain with our agency partners. Both now and in the future.