CompanyIndustryInsights

A new supply chain for global brand visibility

31st May 2018
Procurecon Week 3

In an ever more complex global marketing environment, it has become difficult for brands to have full visibility of their assets and campaigns. Many organisations are structured around silos, both internally (globally, regionally, locally) and in their relationships with production companies, agencies and media owners.

Therefore no one person or team in these businesses is responsible for monitoring the supply chain – which means that there is no possibility of efficient supplier management.

The only way to achieve visibility historically has been to rely on agencies – but this is restricted to the work they do, provides only a view of past activity and is often inaccurate, while also being expensive to obtain. And in todays marketing landscape, with global channel proliferation and the separation of media and creative entities, the resource to provide this information often isn’t available.

Time is the enemy for all marketing stakeholders today. Before a campaign runs, the next is in development – and what is happening to brand assets and values in the moment can get neglected.

What’s needed is real time visibility, giving the ability to impact and influence current activity as it happens. Breaking out of silos and building a new type of supply chain. One that’s not developed by stakeholders amongst themselves, but is always controlled by the brand. Linking planning to production and implementation in a connected process that helps to eliminate waste. Because then, only what is needed is produced, as opposed to what was historically predicted or requested.

This kind of innovation is powerful, because total visibility is provided of current campaign and asset status, ensuring that any key issues in local markets are flagged up to the centre in real time. Promoting improvement in the whole ecosystem of the brand over time and allowing accurate monitoring of its global impact.

It is this visibility that Adstream makes tangible. Giving brands a real understanding of the work they produce with their marketing partners. Our single, unified Platform makes management more efficient through standardization, connecting stakeholders throughout the process. Handoffs become seamless as they are viewed in real time, and wastage (which currently in the industry runs at between 17% and 48% of all assets) is reduced, as no superfluous materials are produced. In this way, productivity and return on investment are dramatically boosted.

Such clarity is harder to achieve today than ever before, but working in global partnership with Adstream ensures that intelligent technology unlocks the visibility that major global brands are seeking from a transformed marketing supply chain.

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