The Challenge: Expanding Multimedia Campaigns While Shortening Delivery Timelines
Maintaining long-term client trust and loyalty for major retail and consumer brands requires constant agility and innovation. As clients’ marketing needs have shifted towards new video and animation styles and integrated social media assets, Linney’s creative department needed its many business units and content systems to sync closely in order to shorten delivery timelines across all media.
“We're at this digital pivot. Campaigns that used to involve 48-sheet billboards now live on modular LED screens. When you're creating things, it's multi-discipline from films and animations to studio and creative. Speed is the name of the game,” explained Luke Dennis, Producer at Linney. “That's what diversification is all about. We're a company not afraid to invest in new things.”
The agency continues to grow its business in this new media landscape by using agility at scale to coordinate its multiformat services: deploying film crews anywhere in the U.K. in a matter of hours to shoot, immediately producing rough cuts for review and relying on rich analytics to constantly measure campaign success and adjust tactics on the fly.
The agency had been using a legacy proofing system and had tested out a video management platform, but neither offered Linney’s production team the right level of flexibility and collaborative review for storyboards, animation, and video content.
In fact, Luke and his team found themselves spending more and more of their time answering questions about issues with content proofs. Without reassurance that creative content would always be accessible for review at all hours, Linney’s creative team struggled to use their proofing system just for internal collaboration.
Linney began searching for a more comprehensive, reliable proofing system that could expedite review for video and animation while also providing one collaborative solution for hundreds of Linney employees, multiple teams, and clients to use to hit campaign launch deadlines.