Best practice from AdStream.
Electrolux and its brands Electrolux Zanussi and AEG is working with global media technology company Adstream to manage its advertising assets across Europe.
It appointed Adstream to handle its print and broadcasting advertising throughout 34 territories in Europe.
The arrangement covers Quickprint for print ads, Adversion to cope with multiple language requirements and Workpath, which provides Electrolux with campaign and marketing resource management.
The appointment follows a period of rationalisation from the electrical appliance manufacturer, which saw it reappraise its strategic marketing direction across the region – focusing more on a consumer-led, rather than product-led strategy – and appoint key advertising and marketing agencies to lead its marcoms across Europe.
As a part of that it has been looking to drive efficiencies across the organisation and take a view on how it manages its business.
Adstream works with Electrolux’s key advertising suppliers, such as Lowe, receiving English masters of marketing materials. Which are then stored within its system.
The platform allows the agencies and brands to manage approvals, versioning, storage and reporting of all marketing activities across the region.
When the English masters are finalised and agreed Adstream takes over managing the workflow. It employs local copywriters in markets to provide local versions across Europe, doing in-market casting and voice over’s if the work is for TV.
That work is then transferred to the UK where local versions are produced and distributed out to the end point, such as media owners.
WorkPath, meanwhile, is a brand and agency activity management system that allows template-based workflows including timelines, resources, estimates, briefs, concepts and production to be set up, with reporting tailored around requirements.
Working with Adstream has increased transparency and control for Electrolux across its brands, channels and markets.
The platform has led to improved time to market for marketing and advertising materials, greater ability to reduce costs and clearer insight into what advertising is working best in each channel and in each market.
“We are able to provide a fully integrated digital platform for Electrolux across Europe, taking over the logistics and fulfilment side of the process,” said International Business Director, Andy Hopkinson.
“It means that Electrolux has far more control over the process than other regional or global brands, many of whom may be producing international materials but ceding any real control of how the work is deployed around the world.”
He added, “In some instances global materials are produced and then rely on a process of osmosis through to the local agencies to adapt and deliver – but with one platform you have greater control and visibility.”
He estimates that brands could save between 20 and 40% of the costs of logistics and fulfilment by implementing such a system.
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