With a stable of blue-chip clients like Pepsi International, AOL, Starbucks, 7-Eleven and Nokia, TracyLocke knows that ad agencies must invest in technology to save their clients’ money.
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That’s why the nation’s 10th largest sales promotion agency with $87 million in revenues, chose Xinet WebNative Venture over Canto Cumulus, Artesia and INSCI Web Ware for its global digital asset management system. “Speed to market and real-time marketing is where you need to be right now in the advertising industry,” said Fred Squeo, partner at TracyLocke. “Your client is always challenging you to do things efficiently, and to explain where their marketing budget is being spent, and is it to the greatest effectiveness. We knew we had to have the technology to help us get there. That’s why we chose WebNative.” Prior to investing in Xinet WebNative, TracyLocke used Canto Cumulus, another digital asset management solution. “We had Cumulus before we brought in Xinet, which doesn't compare. And then during our audit of going into a new asset management system again, we looked at Artesia and Web Ware. They were very good asset management systems, but they were stagnant asset management systems,” Squeo said. “Xinet was the only product that offered a full end-to-end production solution.” TracyLocke uses WebNative to create and host all the advertising and promotional assets globally for Pepsi International and Grand Marnier. “In the agency business, you need to deliver solutions that save the clients money and bring in revenue. We do that with Xinet,” Squeo said. “We use WebNative internally for our production workflow and externally to provide client solutions.” “With today’s technology, the geography of your office means nothing. It’s the technology that you have. We are in a small suburb 45 miles outside New York City, but we service our Pepsi International client throughout Europe, Asia and the Middle East,” said Squeo. “That we are managing all the assets for Pepsi International out of our server in Wilton, Connecticut, is a fact that really speaks for itself. Fifty gigabytes were downloaded last month off the Pepsi databank and our server didn’t even break a sweat.” |
TracyLocke prides itself on using creativity to think up new ways to build powerful promotional campaign. “What makes TracyLocke different in our industry is that we really leverage our clients' brands with really strong strategic platforms. A good example of that is the iTunes campaign with Pepsi where we were the first agency to give away iTunes under the lid of the Pepsi bottles.Squeo says the best way to build an asset management system for a client is to first ask the client exactly what they want in a personalized digital asset management system. That’s the approach TracyLocke took with its client Grand Marnier. TracyLocke’s Director of Studio Services wrote a discovery survey for Grand Marnier that covered 15 questions, such as: What’s important to you in a DAM? What are you looking to do? Do you want a button that says “Download JPEG?” “Instead of being locked into a box of an asset management system we really noticed how viral this could get as far as branching out into other possibilities,” Squeo said. “What we do is that we inquire about what the client is looking for, what their challenges are, and then we bring a simple solution with really great wallpaper, just saying, ‘This is how we could do it on the Web.’ “WebNative is a simple solution. It's browser-based, which is key. You know, we run it on a Unix server. So, everyone is working off the server, and it has a really good engine behind it. So, people realize that they are working faster.” |
