In this guest post, global martech leader and IntelligenceBank CEO Tessa Court (pictured below) discusses how Australia’s leading brands use marketing technology to keep their teams on brand and stay compliant…
Never before have marketers had so many competing interests – to quickly produce more relevant content to niche audiences, yet do so under the shadow of both brand and regulatory compliance – especially for brand leaders who work in government, financial services, healthcare, food manufacturing, energy and telecommunications.
With digital channels exploding as well as the rising influence of the risk department, not getting fined over a marketing claim breach is just as important as producing great, on-brand creative.
Marketers in these regulated industries need a better way to produce great work quickly and at the same time, have an audit trail and system to approve all work before it leaves the building, and ultimately manage and distribute creative in a centralised Digital Asset Management system (DAM). It’s the classic tug of war between efficiency and compliance, because what’s ‘quick and easy’ is usually a minefield for CMO’s to manage from a marketing compliance perspective.
“It used to be that brand compliance referred only to the visual basics – correct colours, font and basic UI components,” confirms Tessa Court, CEO, IntelligenceBank. “The focus was on complying with the brand guidelines to achieve consistency. This is still important, of course, but with brand reputation consistently ranking as the #1 corporate risk and inaccurate claims in advertising causing large fines and headaches, it has never been more important for brand leaders in regulated industries to leverage marketing technology to avoid these common mistakes.”
The best way to think about the enormous challenge of brand compliance within a regulated environment or a large company where the stakes are high when you get it wrong is to visualise an iceberg. A brand experience is not only made up of the tip of the iceberg or where big brand creative is most visible to c-suite executives, but the vast majority of communications which happen below the water line – such as customer communications, call centre interactions, social media, partner marketing and sponsorships.
While it’s relatively easy to ensure big-budget campaigns get approved through the proper channels and adhere to claim and brand standards, often, the ‘below the waterline activity’ doesn’t always follow the same rigorous process and this is where poor branding and rogue advertising takes place.
Take for instance, when a price point is advertised in a banner ad for a special offer or an investment yield is mentioned. Certain disclaimers are usually required in the fine print, and many times, they are different by state or even media.
In large regulated industries – it is impossible for the legal department to approve everything without brand compliance automation. That’s why IntelligenceBank’s automatic content risk scoring within creative approvals helps to prioritise ‘risky’ content, so it gets reviewed by the right people.
Another way IntelligenceBank clients streamline creative compliance is by integrating advertising disclaimer engines into the online creative briefing process, which makes marketing compliance everyone’s job – not just the legal department. According to Court, “with this capability, in effect CMO’s are democratising the marketing compliance process, by having people choose their product, state and type of communications in the online creative brief, and the disclaimer engine will automatically populate the brief or the creative template with the language that needs to be used within the ad.”
Having marketing technology in place that can cover the entire lifecycle of content from creation, collaboration, right through to creative approvals and the centralisation of final artwork in a digital asset management system, is no longer a nice-to-have but rather a must-to-have. Essentially, without marketing compliance in place, it’s impossible to manage digital content in a methodical way.
To learn more about how to use a range of marketing technologies to automate creative approvals and when to use the fine print, download IntelligenceBank’s Suncorp Case Study to see first-hand.
Please login with linkedin to commentintelligencebank
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]