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Case Study: WorkPath

Company Leo Burnett London

Profile Leo Burnett is among the world’s best-known agency brands. In 2007, Leo Burnett merged with its below-the-line unit Arc Worldwide under a single management team, although it continues to use both brands. Advertising Age estimated advertising revenues of €4.5 bn in 2007, making Leo Burnett the #12 agency network worldwide

• Two merging companies needing standardisation of multiple processes & procedures
• Too much time was being spent administering projects instead of creating great work
• To free up e-mail server space as this was creating huge problems with cost and capacity
• Duplicate files / assets stored across many drives and email inboxes. 1 high res TV ad (~20mb) could exist in up to 10 different locations on the network – that’s up to 180mb of unnecessary storage space for just this one asset!
• Client becoming more involved in processes and savvy to technology – Leo wanted to stay one step ahead

Adstream Solution WorkPath

• Instant status report of all projects upon login
• Provided formality around the historically disparate briefing process
• Instant notification, via email, of new jobs from their clients
• All project deadlines are entered and communicated to the project stakeholders
• All key campaign documentation (client briefs, creative brief, research…) is stored in one central location, not clogging up email systems and endless hard drives
• The internet browser based interface means that you’re not having to install any software at client and this also allows for access at any time
• Creative concepts & production edits for review are uploaded to WorkPath giving instant notifications and enabling both agency and client to benefit from a much faster approval process
• The online approval centre provides simple tracking of all concept/production revisions.
• All project critical communication is stored alongside the project providing a comprehensive audit trail.
• Once a project is completed assets are stored with all documentation within the AdBank and can be easily retrieved for viewing or adaptation for future campaigns.
• Key images, logos, product shots can be stored within the ImageBank with associated usage rights. Assets are now easily found and available to the account teams in a variety of formats.

Details Leo Burnett were looking for a tool to facilitate the management of all their internal projects from client brief, concept creation and production approval through to archive and distribution. With the ever increasing complexity and diversity of advertising campaigns Leos felt they needed to embrace technology to help them manage administration in order to focus their time and energy on their creative work.

After extensive research into campaign management tools, WorkPath was identified as offering the best solution. They understood that it would provide them with significant benefits, to not only their internal processes, but also the interaction with their clients, radically improving the approval processes, asset management and the overall speed of campaigns to market whilst enhancing their relationship with their clients by demonstrating this revolutionary, efficient way of working.

Managing change proved to be the biggest obstacle facing the agency, but once a few accounts had been introduced to the system, people soon started to realise the potential of the system for reducing workloads and effectively managing their campaigns.

John Hodges says that “It is our intention to use WorkPath across all accounts and we are confident that our clients will see the benefits in the way that they communicate with us enabling us to create advertising campaigns that are on brief, on time and on budget.”

’WorkPath has enabled us to simplify and standardise our existing manual processes across all divisions of our company leading to savings in time and money. The quality and depth of management information that is available makes it easier to make effective decisions and allows us more time to find the right creative solutions for our clients‘

- John Hodges, COO