Transcreation of the brand identity
Challenge
At L'Oréal's four business units in the Benelux countries of Belgium and the Netherlands, static workflows and a plethora of independently operating agencies were hindering the uniform implementation of advertising materials.
What was needed was an efficient and brand-compliant implementation of brand communication and the establishment of a change management process that also focused on partnership and support.
"My personal experience with an automation tool is positive. The idea of working with a platform is less time consuming. The people I have contact with on their team are always available/ approachable. Sometimes our demands are high or difficult to explain, so it is always a pleasure to communicate with them by phone to know how to create a better briefing so that the communication is on point trough the platform."
Retail Education Manager
LPD
Consistency in all areas
Solution
We hired a change manager who was present in the L'Oréal offices for the first 3 months and had the task of centrally managing and accompanying all tasks related to change management. This included implementing the tool in terms of structure, identifying problems or resistance, and ultimately initiating changes to optimize collaboration.
With success: in 2 countries, 35 brands and with 200 employees, production processes were streamlined, efficiency increased and additional players integrated into the ecosystem. As a result, all advertising materials were managed, created and delivered in a high-quality, consistent and cost-effective manner.
"Our approach is to deliver personalised & relevant content for omni-channel use with state-of-the-art and effective process & quality management. It’s not only about implementing a tool, it’s also about, partnership, support and change management."
Serviceplan
Key Facts
