ad agencies

By Danny O'Donnell, MD, Connecti

Over the past few decades, the emergence of high volume press advertising campaigns has become apparent with multinational organisations pushing their brands out to both national and local newspapers and publications on a daily basis. Key advertisers appear to be the furniture and telecommunications industry with leading brands such as O2 and DFS appearing in press regularly.

From an advertising perspective the glossy, creative work is passed by at an early stage and agency studios are left to churn out hundreds and even thousands of the same ad, requiring limited creative tweaking. On a daily basis, studio operators spend much of their time re-sizing ads and perhaps adapting small amounts of content. This can often disillusion staff resulting in a high employee turnover and low levels of motivation amongst aspiring Mac operators. Further more, it is often the case that such high volume press campaigns can be seasonal, resulting in studio staff having a limited volume of work at some points of the year and being inundated during others.

For advertising agencies themselves, with labour wages and costs increasing, profit per ad has been quite significantly reduced. There is limited scope for increasing pitch pricing with competition in the advertising industry remaining strong.

Having worked closely with a number of multinational advertising agencies, Connecti has a clear understanding of production issues. The challenge for Connecti was to provide advertising agencies with the right technology to produce high volume press advertising both quickly and easily yet within the brand parameters set.

brandPRESS™ is a press ad production system, which resolves all such issues. By utilising intelligent brand templates (which incorporate the original creative work), ads can be created and delivered to publications in minutes. The system significantly reduces efficiencies and cost savings throughout the production workflow, enabling advertising agencies to become more profitable.

On a daily basis, no hardware investment is required and brandPRESS™ is accessible through any web browser. Studio operators or account handlers can also easily up-date/amend content of ads. Overall, the system eliminates bottlenecks and dramatically improves turnaround times, giving advertising agencies using brandPRESS™ an advantage over competitor agencies.

A leading brandPRESS™ client states; ‘Including brandPRESS™ in our working practices has truly enabled our agency to become both more effective and profitable. We can now take on last minute campaigns, ours ads are consistently on brand and our profit per ad has increased substantially’.

• Advertising
• Automotive
• Franchise