Case Study: Setting SOPs for Marketing and Creative Workflow in Simple
By Jodie Byass
A major Australian bank was finding it challenging to keep track of all the requests for work coming into the marketing department, as well as monitoring the creative workflow through its internal design studio and external creative agencies.
That lack of visibility and oversight was creating internal bottlenecks – the marketing team was struggling to prioritise marketing requests and manage internal resources properly. And the bank was not able to monitor how efficiently it was working with its external agencies.
Consistency Of Brand Experience And Visibility Over Marketing Work
The bank appointed Simple to get a complete picture of all the requests for work coming into marketing, and help the team manage them efficiently, as well as to ensure consistent branding and messaging in all the material that was in-market at a given time.
“I need to know what’s in-market, what’s entering market and what’s leaving market,” a senior marketing manager told Simple.
“Managers the next level down need to know about what’s central to their campaigns – that what they’ve requested is being done.
“And traffic managers need to be able to resource those requests and task-manage.
“The other side of it is being able to close the loop to governance – ensuring things don’t go to market without the right legal approvals.”
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Agency And Creative Workflow Managed Via Simple
The company mandated the use of Simple across its marketing team and related stakeholders, meaning all requests for marketing work – including those that go through the internal design studio, as well as brand and advertising-related work that is handled by external creative agencies – are managed centrally through Simple’s marketing operations and productivity platform.
Job requests are received in Simple, and where they go through the internal design studio, the studio manager uses it to assign work and manage creative workflow.
All approvals are also handled within Simple – meaning managers can go to Simple and view, provide feedback on and approve all marketing work in one place, without the need to juggle email, messaging systems, external file-sharing platforms and different proprietary agency systems.
The bank also uses Simple to track whether correct legal oversight has been obtained.
“Agencies are also assigned work via Simple,” Simple director of customer success Emma Sutton says. “They have their own access. This streamlines the workflow between agency and client.
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Establishing Standard Operating Procedures In Marketing
“Essentially our client wanted to establish some standard operating procedures around marketing requests and close the loop on governance. Simple took it from theory into practice.
“Because brief types can be standardised in Simple, the marketing team can ensure it always gets all the information it needs to complete work.
“The result was an improvement in the quality of briefs received by both the internal design studio and the bank’s external agencies, and a reduction in the disruption caused by poorly briefed ideas.
“The number of briefs received by the design studio also dropped because Simple requires all the relevant information to receive a request, and marketing is better able to prioritise and manage those it does receive.”