Spark44 Implementing a digital backbone at Jaguar Land Rover
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Spark 44 presentation from the London 2016 Festival of Marketing . Learn how the team delivered digital transformation at one of the world's most loved car brands
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Spark44 Implementing a digital backbone at Jaguar Land Rover
- 1. Implementing a Global Digital Backbone October 2016
- 2. Implementing a Global Digital Backbone • Introduction to Spark44 • The Business Problem • Solving the Problem • Conclusion - 2 -
- 4. Spark44 is the first Global Agency-Client Joint Venture Model Introduction to Spark44
- 5. Holding Company Key Account Traditional model In House Matrix gridlock Competing interests Morale Accountability Speed to market Muscle memory Fatigue Cost Freshness Breadth Depth Speed to Market Talent Levels Fatigue Joint Venture Shared Vision Stake Transparency Motivation Environment Speed to market Introduction to Spark44
- 6. Ad Creative Digital Creative CRM Creative Web Site Design Point of Sale 75 FTE Capabilities 2011 4hubs:Establishing key agencies first to service Jaguar Introduction to Spark44
- 7. Capabilities 2016: 960memberscovering all NSC´s and Importers Jaguar &Land Rover 960 FTE Ad Creative Digital Creative CRM Creative Web Site Design Point of Sale Retail Marketing Owners Club CRM Web Site Content Web Site Maintenance Social Media Brochures CRM Strategy Academy of Sports J Magazine Corporate Sales Fleet & Business Customer Portal Introduction to Spark44
- 8. Websites Ranked Psyma #1 and #2 for UK Introduction to Spark44 AsofSeptember2016 Success highlights: #1
- 9. THE ONLY GLOBAL EFFIE IN AUTOMOTIVE RecognizedbywinningtheGlobalEffiein2015 Introduction to Spark44 Success highlights: #2
- 11. - 11 - • Numerous overlapping tools to organise, share and distribute content • Multiple sources of truth – extra time/effort/cost to locate and distribute latest content • Risk of error through multiple data sources • No integration between tools S44 PRODUCT JLR PRODUCT S44 AM S44 PLANNING/ RESOURCING S44 CREATIVE S44 STUDIO S44 CONTENT TEAM S44 MARKET TEAM S44 TRANSLATO RS S44 COUNTRY OFFICE JLR COUNTRY MARKETING Print, web/ digital partners S44 Finance *Briefing *Copywri ng *Artworking, web/digital content genera on *Retouching *Transla on *Delivery, web/digital publishing *Crea ve Development Current tools TheHub *Print, web/ digital produc on Current tools The Business Problem
- 12. The Business Problem - 12 - • Increasing demand for ‘digital’ content – New Channels, greater mobile consumption… • Greater client Globalisation and sales – Double digit sales
- 13. The Business Problem - 13 - Brief Studio Idea Shoot Live Channel
- 14. Brief Studio Idea Shoot Live Channel The Business Problem - 14 - STORE SUPPORTSHARE SELL
- 15. The Business Problem - 15 - STORE SUPPORTSHARE SELL Location for Briefs & Ideas Production Workflow Available for Global Use Distribute Single Source of Truth
- 16. Solving the Problem - 16 -
- 17. Solving the Problem - 17 - STORE SARE SUPPORTSHARE SELL A great number of great ideas some to be used, some to be stored for another campaign Development of an Digital Asset Management system with tight security controls
- 18. Solving the Problem - 18 - SUPPORT STORE SHARE SELL SARE A sequence of activities handled by multiple teams both on and off-site required to generate the content Creation of a Workflow tool that can manage the process steps, on-line edit notes, translation requirements, and brochure development
- 19. Creation of an asset/file sharing tool, ensuring speedy and secure sharing of content Solving the Problem - 19 - SHARE STORE SUPPORTSHARE SELL Distribution of the content across the various channels
- 20. Global client intranet site leveraging the CMS platform highlighting the marketing content and activities running globally Solving the Problem - 20 - SELL STORE SUPPORTSHARE Making available to the client the finished and approved assets for other functions e.g. PR
- 21. Solving the Problem - 21 - STORE SUPPORTSHARE SELL Digital Asset Management Workflow Management Intranet sites File-Sharing
- 22. What we’ve achieved in 9 months… - 22 - 6000+ Users 100K + Assets Removed 30 weeks from Brochure Production 2 x New Intranet Websites SSO Enabled Brochure & Translation Workflow
- 23. Any Questions? - 23 -