Executive summary
Philips operates across healthcare technology, lighting, and consumer electronics in over 100 countries, each with its own banner specs, ad regulations, and local agency landscape. Manually localising campaigns at that scale was slow, expensive, and increasingly unfeasible for smaller markets. By partnering with Cape.io, Philips built a centralised creative automation system that distributes global toolkits automatically to every market, eliminating costly agency fees for smaller markets and cutting their end-to-end campaign process from 28 working days down to 8.
Philips
success story
Challenge
Managing Global Ad Complexity Across 100+ Markets and Regulations.
Philips is a Dutch multinational corporation that operates in the healthcare technology, lighting, and consumer electronics industries in over 100 countries. Its product lines include LED lighting, medical imaging and patient monitoring systems, home appliances, personal care products, and more.
Being present in so many markets with so many different products does come with its ad challenges.
Doing business in all these markets and offering different products in these markets asks for an agile way of working. Global new formats need to be distributed across all markets, which often have different banner specifications or advertising rules and regulations. Local creative agencies might have the expertise, but they charge high costs for asset creation that might even exceed the yield.
Especially the time-consuming localization campaigns are very costly when created and published manually. Not to mention ads for the smaller markets, where big investments in creative agencies are just not feasible.
Solution
Cape offers an asset library connection with global toolkits that are automatically translated and distributed to all markets for local teams or creative agencies.
These formats get distributed to every market so all assets conform to the correct banner specs automatically. This is especially beneficial for smaller markets and their media planning with all toolkits translated automatically.
The global team invests in templates / concepts and takes on further licensing costs so smaller markets can make use of these without any additional costs. Also, they don't have to create their own assets anymore, since all the creatives are centrally created by the global branding team.
Results
Philips is able to effortlessly create, scale and deliver all-round campaigns across all markets.
Philips was able to reduce the E2E process from 28 to 8 working days with Cape. And, additional assets can now be completed in 2-3 days compared to 15 days via a creative agency.
Philips estimated to have already saved millions of euros with the use of Cape. Most decisions are steered by the global branding team and they can immediately create and distribute all creatives with the right specs, aligning with the global strategy, brand identity, and content compliances. Cape improved their campaign effectivity and operational processes.
Think of an improved test & learn process through faster turnaround time, flexibility and no costs included
Industry
Online retail
Headquarters
Amsterdam, Netherlands
Company Size
Enterprise
Teams involved
In-house brand teams
Ad Ops teams
Creative Agencies
"We not only save a great deal of money and work more quickly with Cape, it's also about effectiveness. Since we deliver all templates and toolkits at the expense of the global team, local teams no longer have to make concessions and choose between channels or size of campaigns."
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