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Advertising Production

A Blueprint for Global Production

Executive Summary

ICP have worked with Estée Lauder for over 28 years as a key production partner. Following a review of the existing process, it was identified by ICP that the existing advertising production process involved many different stakeholders and hoops to jump through. It became very clear that Estée Lauder could save time, costs and increase brand consistency by moving to centralised production and by reducing the number of stakeholder touchpoints.

This case study provides the blueprint for a global centralised production model and reveals how by centralising production the number of touch-points can be reduced by over half bringing process and cost savings of up to 46%.

Challenges

To streamline the overall production process in EMEA, deliver process efficiencies through centralising production and reduce the number of touch points in the delivery of advertising. Whilst ensuring at all times that the Estée Lauder brand was protected and remained consistent globally.

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The Solution

By centralising their production, Estée Lauder succeeded in refocussing marketing efforts, increasing overall efficiencies in campaign development and reducing costs. A survey of EMEA has shown that savings of up to 46% can be achieved in the new process. The new process of when a master asset is created to its global roll-out was reduced from 117 to 49 touch-points. 

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‘ This case study provides the blueprint for a global centralised production model and reveals how by centralising production the number of touch-points can be reduced by over half bringing process and cost savings of up to 46%. ’