2. Decoupling 2010
The Strategic Imperative for Marketing Supply Chain Productivity For Marketing Procurement Professionals
Creating and implementing an integrated DAM/CMS is a major initiative. It demands substantial intellectual and financial
resources. Its the foundation for decoupling which generates real savings — usually in the range of 25-40% of overall
production costs. DAM/CMS also promises intangible results such as improved brand integrity from create assets once,
use them often — layouts, images, taglines, headlines and other campaign elements. One example is localization kits with
culturally appropriate content, created simultaneously during production to enable global campaigns with fewer assets at
greatly reduced costs.
Decoupling’s underlying driver is asset and content management. Marketers are implementing enterprise level asset and
content management systems — as fixed installations or software as a service (SaaS) solutions because they guarantee
independence from any holding company, creative group or production resource. Once in place, these systems become
the basis for a number of decoupling strategies and tactics — near-sourcing, outsourcing, off-shoring and automation.
Engaging in a successful decoupling project without DAM/CMS and SMEs is possible, but the ROI will be significantly
reduced and the project is less likely to succeed.
Decoupling — A Marketing Supply Chain Management Best Practice
Decoupling is a highly effective marketing supply chain productivity innovation with the appropriate implementation.
u Subject matter expertise focused on the nuances of the specific executions to identify the hidden savings
u Access to all the creative assets and content — who controls your assets and how are they tagged?
u Insights to the overall goals and objectives of the marketing campaign and advertising strategy
u Knowledge of the budgets and the agency compensation model used
u A thorough understanding of the workflows, processes, quality levels, media, distribution and final outputs required
How Decoupling Works
Full Service Agency Process Decoupled Process
Research Creative Approved
Development Creative sent to
Presentation Print and Online.
media plan, campaign Decoupled
tactics, and other Global/Regional
Creative Creative Agency Production Group
Decides Edits, localizes,
Broadcast: TV & Video
to Master Version translates, versions,
Client Approved Decouple Delivers all assets/content and other adaptations.
Strategy Production to decoupled global/
Print: Ads, DM, OOH
regional production group.
Online: Site Maps and
Creative Production Group
Creative Brief Agency Receives approved
Print Approved Creative Develops VID Brand Style Guide for
with budget. (Visual Identity) execution of all campaign
Brand Style Guide elements. Online
for all media with approvals by clients and
Production Specs. creatives
This process can be applied to any decoupling tactic.