Spark44 Implementing a digital backbone at Jaguar Land Rover

Implementing a Global Digital Backbone

October 2016

Implementing a Global Digital Backbone

• Introduction to Spark44• The Business Problem• Solving the Problem• Conclusion

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Spark44 is the first Global Agency-Client

Joint Venture Model

Introduction to Spark44

Holding CompanyKey Account

Traditional modelIn House

Matrix gridlockCompeting interestsMoraleAccountabilitySpeed to marketMuscle memoryFatigue

CostFreshnessBreadthDepthSpeed to MarketTalent LevelsFatigue

Joint VentureShared VisionStakeTransparencyMotivationEnvironmentSpeed to market

Introduction to Spark44

Ad CreativeDigital Creative

CRM CreativeWeb Site Design

Point of Sale

75

FTE

Capabilities2011 4 hubs: Establishing key agencies first to service JaguarIntroduction to Spark44

Capabilities

2016: 960 members covering all NSC´s and Importers Jaguar &Land Rover

960

FTE

Ad CreativeDigital Creative

CRM CreativeWeb Site Design

Point of SaleRetail Marketing

Owners ClubCRM

Web Site ContentWeb Site

MaintenanceSocial Media

BrochuresCRM Strategy

Academy of SportsJ Magazine

Corporate SalesFleet & BusinessCustomer Portal

Introduction to Spark44

Websites Ranked Psyma #1 and #2 for UK

Introduction to Spark44

As of September 2016

Success highlights: #1

THE ONLY GLOBAL EFFIE IN AUTOMOTIVE

Recognized by winning the Global Effie in 2015

Introduction to Spark44

Success highlights: #2

The Business Problem

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• 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

The Business Problem

The Business Problem

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• Increasing demand for ‘digital’ content– New Channels, greater mobile consumption…

• Greater client Globalisation and sales– Double digit sales

The Business Problem

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Brief

Studio

Idea

Shoot

Live

Channel

Brief

Studio

Idea

Shoot

Live

Channel

The Business Problem

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STORE

SUPPORTSHARE

SELL

The Business Problem

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STORE

SUPPORTSHARE

SELL

Location for Briefs & Ideas

Production Workflow

Available for Global Use

Distribute Single Source of Truth

Solving the Problem

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Solving the Problem

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STORE

SARE

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

Solving the Problem

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SUPPORT 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

Creation of an asset/file sharing tool, ensuring speedy and secure sharing of content

Solving the Problem

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SHARE

Distribution of the content across the various channels

Global client intranet site leveraging the CMS platform highlighting the marketing content and activities

running globally

Solving the Problem

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SELL

Making available to the client the finished and approved assets for other functions e.g. PR

Solving the Problem

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STORE

SUPPORTSHARE

SELL

Digital Asset Management

Workflow Management

Intranet sites

File-Sharing

What we’ve achieved in 9 months…

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6000+ Users 100K + Assets

Removed 30 weeks from

Brochure Production

2 x New Intranet

WebsitesSSO Enabled

Brochure & Translation Workflow

Any Questions?

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