FMCG, Banking, Retail, Technology and other consumer brands
Large multi-nationals have the daunting task of managing not only the creative process but also the production of creative assets which then would have to be distributed to various vendors.
Increasingly most multi-nationals have embarked on the path of de-coupling the creative process from the production process and aggregating the assets in a centralised studio. Basil helps large multinationals with the creation of these dedicated production hubs by brands, skills or by regions.
Basil's Offshore Centralised Production Hub Solution has the following advantages compared to the traditional outsourced models:
Generating a higher ROI on marketing spends by
- Aggregating functional capability across the group
- Building scale and thereby lowering costs
- By delivering service across geography
- Specialist skills being made available through the group (e.g. digital/packaging group)
- Single window being provided for all their requirements
- Providing delivery across geography
De-coupling of creative and production reduces costs through
- Better management of peaks and overflows
- Better use of existing assets through a centralized DAM
- Better management of technology – insurance against technological obsolescence
The typical savings one can expect based on the above concept could be as follows:
|Cost categories||Areas covered|
|People||Onsite Account/Project Managers, Offshore Project Managers, Offshore Project Supervisors, Proofing & Quality, Management Overhead|
|Infrastructure||Space, Service & Facilities space, Hardware, Software, Bandwidth, IT Infrastructure-Servers / Back-up devices / Firewalls / FTP servers & Accelerators / Printers|
|Other Infrastructure||Asset Management tools / Collaboration tools|
|Other Overheads||Finance / HR / Administration /|
|Business volume||$1 mil - $3 mil||$3 mil - $5 mil||>$5 mil|
|Costs & Overheads||10%||8%||6%|
|Overall / Net Saving||21%||23%||25%|
|Typical team size||50-75||75-110||120+|
It has to be noted that the savings for different countries may vary - the figures above are indicative and typical only for a global hub which includes APAC / Americas & EU.
|Category||Areas||Volume of total||Expected saving*|
|Image re-touching, Adaptations & re-sizing, Transcreation, Art-working (Adv./ Brochures / Collateral / OOH / DM / Packaging)||50%||30%|
|Interactive||Website / Microsite development / Flash Banners / Webisodes / Movie.flv / Application development (Widgets / others)/ Animation (2D / 3D), Multimedia Presentations||30%||35%|
|Digital||Photography (Studio / Product) / Audio editing / Video editing||10%||40%|
|Updation, Creation of new content, Transcription||10%||40%|
*Only considers the cost arbitrage of delivery people; other operational expenses need to be deducted to arrive at the net savings.
Read our case study on “How Basil assists the Lenovo production hub ”