Case Study
Adzone Steps Up Production To Full Throttle With Vio Composer
December 1st, 2004
Advertising production specialist Adzone is gaining a rock-solid reputation for express fulfilment of complex advertising campaigns, boosted by the implementation of Vio Worldwide's Composer advertising production software.
Adzone provides fast-track, low-cost production services to advertising and marketing agencies. Its mission is to offset the relentless price pressure on agencies at the production end, helping customers to respond to their clients' need for guaranteed brand integrity, even in the most cost- and time-sensitive campaigns.
Investment in automated production technology has always been fundamental to Adzone's business model, enabling the compact team to implement challenging, long-run, time-critical retail and tactical marketing campaigns for the likes of Volkswagen and Kwik-Fit. The search for web-driven advertisement make-up tools soon led Adzone to Vio Composer as a far more productive alternative to its incumbent solutions.
Managing Director Paul Ridgeway explains: "Since Vio Composer has been installed we have experienced an 80% increase in speed of turnaround, enabling us to take on campaigns that traditionally would have involved substantial time and manpower. This 'push-button' ad creation means that two operators alone can achieve in a day and a half what used to keep a studio busy for a full week. Reworking a single ad used to take 20 minutes: with Vio Composer it's done and dusted in under 20 seconds."
Vio's Composer solution allows Adzone to load each client campaign into the system and to work with the media booking data to adapt the master Quark artwork to create a full range of tailored advertisements, in different formats and executions, in a matter of hours.
A vivid example is that of a tactical promotional campaign for Kwik-Fit. Receiving the master creative from the agency at 11.00am, Adzone had created the templates, produced over 100 different versions of the ad to fulfil a nationwide newspaper advertising schedule, obtained sign-off from the client on the revised versions, and delivered all artwork to the destination publications by 5.00pm. According to Paul Ridgeway, without Vio Composer, it simply couldn't have been done without throwing massive manpower resources at the project, and the client incurring prohibitive rush charges.
In practice, Paul Ridgeway is confident that Vio Composer could easily produce, deliver and track 250 ads in a single day, meaning that Adzone now has the potential to substantially expand its business without increasing overheads.
Advertisements can be effortlessly tailor-made to take in variables such as headlines, sub-headings, locations, illustrations, photos, copy, site details, prices, opening hours, logos and contact details. Vio Composer handles the adjustments automatically according to the production data provided, and delivers finished files to the publisher, with no distortion and pin-sharp quality. Paul Ridgeway is proud of his claim that since implementing Vio Composer, Adzone has successfully fulfilled every schedule with 100% accuracy.
According to him, Vio Composer combines the best features of template-based solutions with optimum flexibility. Adzone is now harnessing this flexibility and providing customers with browser-based global access to Vio Composer, enabling them to create and deliver localised, brand-controlled tactical marketing collateral in minutes, for a fixed cost.
"Of course, automation is one thing, but experience and an eye for detail will always be part of best-practice ad production," Paul Ridgeway emphasises. "Advertising is a human process, so in our view, a rigid template-based system would compromise creativity and intuition. Combining the advantages of Vio Composer with the expertise of our staff in traditional production standards and principles, we can maximise the benefits of technology, whilst still exercising subjectivity to ensuring that every individual ad does absolute justice to the brand it carries."