digital team is always up for unique assignments, even if that means catching a
cold or two, digitally! So when tasked to support a 150-year old personal care company,
the team knew they had to call upon all their accumulated experience to get it right.
Given its track record for digital excellence with leading global brands and
agencies, GraphicPeople was invited to support global personal care leader
Kimberly-Clark’s Kneelex tissue brand with a unique marketing campaign. The
Dhaka team would help build an interactive website for the US and Canadian
markets that could help predict a visitor’s vulnerability to colds and flu
based on location.
The launch of a
flagship product from the world’s largest software maker is always a
challenging project. GraphicPeople leveraged its digital production expertise
to support the launch of a new edition of the world’s most popular OS. The
project involved producing Flash and rich media banners, Flash video for
kiosks, electronic direct mailers (EDMs) and website landing pages, with simultaneous
activation across 21 Asian countries in 12 languages.
different stakeholders involved, precise coordination amongst all was a
critical element from the beginning. However, a bigger challenge for the
GraphicPeople team was delivering the required volume of digital assets within near-impossible
deadlines. The studio leveraged its experience in digital production to put
together several expert teams that would work in shifts and take up production,
coordination and communication roles. The teams put in place contingency plans
in case of mishaps because there would be no time for experimentation.
Communications planning and time zone management helped optimize product
review, feedback and brief preparation sessions with colleagues in Singapore,
which was two hours ahead of Dhaka time.
The advertising industry has undergone multidimensional change in the last 15 years. From clients to creative to communication channels, the advertising mix now includes an almost unavoidable digital footprint in every marketing communication function. Technology and digital evolution have grown together, giving clients much more options to reach customers and pushing agencies to spur innovation across all agency operations. A faster moving market with even faster moving customers have meant traditional time to market windows and campaign deployment times have plummeted from the pre-digital advertising days.