Think of the last campaign you created. Ask yourself: how was it born? For many it’s not dissimilar to real life; it’s a long and manual process - sometimes with a lot of painful stages. Peel back the surface of an ad campaign and beneath the glossy exterior there’s a lot of moving parts. From a tech perspective, it can look like Frankenstein’s monster – a lot of pieces, of old and new tech hashed together in the process. But we’re in the age of AI, why are we still working like Frankenstein when we could be working like Terminator? Well, maybe because we aren’t murderous monsters, but we are all determined to make something amazing. The fact is, the current standard process of campaign management is still shockingly manual, but the potential is so great.
For such a fast-paced industry obsessed with innovation and forward thinking, it’s a major blind spot. Perhaps understandably so: up until now, an integrated platform that offers end-to-end service simply didn’t exist. Needless to say, the current manual process eats up precious time and money, which could be spent fuelling real creativity.
Recently Britain’s largest broadcaster, ITV, took their campaign management process into their own hands. They put Frankenstein’s Monster to rest and decided to build something from the ashes – ITV Phoenix.
ITV Creative is responsible for producing over 1000 promos for TV per month. Each episode of every programme is advertised across its many channels, meaning constant and repetitive manual processes from creating them to versioning and airing. They asked us at NMR, with our reputation for having supplied the Guardian’s video management systems, to help them create and implement an entirely new campaign management system, to streamline the production and delivery of on-air and digital marketing campaigns. Cue Terminator.
The result of our three-year quest? A revolutionary new software platform: no more painful and messy processes - just a slick and smart system to complete the modernisation of a company. For agencies and brands, this is a game-changer and we’re convinced it’s the future of how people will make and deliver content.
New channels are fast emerging, from TV, web, to social media. When once you were tasked with creating several versions of one campaign, you could now be asked to create 500 versions – all optimised for different markets, languages, subtitles, platforms, social media, and broadcasters. In the face of this new landscape, traditional ways to collaborate and communicate ideas just don’t cut it.