Focus Paper Job and Review Management - BrandMaker

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FOCUS PAPER The creative supply chain under control Increased number of required reviews and corrections Tough timelines for creation and processing More errors Figure: The review cycle in marketing – from “the hundredth to the thousandth” Order Briefing and Quote Creation Reviews and Feedback Lack of transparency, unclear requirements and briefings The approach to a solution for marketing departments which want to simplify, accelerate, and better document their creative workflows, are standardized processes, together with the application of a suitable software platform for the support of those workflows. As a starting point, the creative production process may be divided into its individual components and these components can be analyzed as to their optimization potentials. This analysis eventually leads to a holistic improvement of the process: Figure: Processes involved in a creative production process Corrections Approval Pre- Production / Typesetting Production Creative processes can be standardized by dividing them into two components: the framework¸ the scaffold, so to speak, for the sub-process; and its content. The process framework represents the component that may be standardized: Here mistakes can be minimized, quality optimized, workflow times speeded up and costs reduced. The content-related component refers to the creative work. Here, effectiveness and efficiency largely depends on the persons involved in the process. © BrandMaker GmbH, Mirko Holzer Page | 4
FOCUS PAPER The creative supply chain under control Objective of process optimization is to provide a framework to the creative part of the work which provides enough stability for standardization and at the same enough flexibility to optimally support the execution of creative work and to allow that the available resources can be fully focused on the content. This means: minimal frictional losses, and total focusing on the creative core mission of the marketing and communication spheres. With the help of specialized software adapted to marketing and creative production this framework can be optimally supported. A software solution that provides a framework for the execution of creative supply processes in marketing must master the balancing act between standardization and flexibility. Standardization is required to work efficiently; flexibility is needed to incorporate the specific aspects of each creative project to the degree necessary. In the search for suitable software for marketing workflow management, there are several necessary prerequisites: - Projects, workflows, and media must be centrally filed and accessible. This is best accomplished via client server-based software or, even better, web-based software, so that users as well as outside service providers such as agencies and printers can access their projects and the media via the Internet from any location. - The online project platform for the creative supply chain must flexible enough to cover the job contents and the processes specific both to the enterprise and to the project. This is the only way to achieve complete project documentation and frictionless workflows, by, for example, providing standard workflows for each type of media, so that e.g. print adverts automatically go to the appropriate approver, and online banners likewise are automatically routed to the right contact person in the company. - The processes shown must of course enable collaboration between the employees working on the project. As these participants are both internal and external users, different access rights and project views are indispensable. Role-based access capabilities meet this requirement. - The review process must always be of the same simplicity, independent of the file format to be reviewed – without additional file conversion and multiple saving of files. This way, a company saves a great deal of time on the part of external service providers and internally. But before any advantages of a software solution can take effect, the process must be highlighted and analyzed. Thus, in the following, the standard creative process is outlined with its essential characteristics. Additional comments give information as to how a software solution provides support in this step. It should be noted that the concrete characteristics of an optimal process differ from company to company; depending, for example, on the kind and number of external service providers, or on the organization of the approval processes. The following depiction is intended as an aid to becoming aware of existing and optimal processes in your own company. © BrandMaker GmbH, Mirko Holzer Page | 5
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Focus Paper Job and Review Management - BrandMaker

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