How Leading Aussie Brands Use Martech To Keep Teams On-Brand & Compliant

How Leading Aussie Brands Use Martech To Keep Teams On-Brand & Compliant
B&T Magazine
Edited by B&T Magazine

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.


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