SAS Syngenta Creative Process Integration Case Study

Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.
SYNGENTA
INTEGRATED ARTWORK MANAGEMENT
Io – integration
The Future of Content Management
November 12, 2014
Los Angeles
Stephan A. Nobs
SAS Institute
Director Business Development IMM

Introduction & Background
Generation 1
Generation 2
Video
Q&A
AGENDA
1
2
3
4
5

50,000+ Customers.
60,000 SAS Sites in 135 Countries.
90 of the Top 100 Companies in 2012 Fortune Global 500.
World Leader in Customer Intelligence & Business Analytics.
SAS WHO ARE WE?

SAS INTEGRATED MARKETING MANAGEMENT
Strategy
Marketing Mix
Definition/Plan
Marketing Mix
Implementation
Marketing
Delivery
Marketing
Analytics
Plans
Objectives
Resources
Budgets
Vendors
Communication
Tactics
Content
Analysis
Evaluation

• HQ in Basel Switzerland
• Operations in 90 countries
• Revenue : USD 14B
• 200 + Brands
• 10,000+ Packaging labels /
year
• Multiple Legal / Regulatory
environments
• World leader in Agribusiness

Packaging artwork
approval took 8-10 weeks
SYNGENTA
LAWSUITS
MULTIPLE DESIGN AGENCIES
Backlog of artwork approvals
Non scalable processes
No single responsible team/
location for storage of artworks
TOO MANY INTERFACES!
No Central Digital Library
Millions spent annually on
distribution of brand guidelines
New Corporate brand identity launch for 200 + brands
dilution
Brand
60%defects in
artwork
SYNGENTA
Starting point…
Manual processing
of packaging and
design information
Significant legal risk:
Hazards, claims on
packaging material
Counterfeit and
IP theft on the rise

SAS© MOM Syngenta Artwork Management – Generation 1

Background
• Product Company
(Packaging meets Supply
Chain)
• Integration between
Marketing and ERP
• Several production plants
ERP)
• Ownership of artwork
locally (legal, regulatory)
• Ownership of production
regional

GENERATION 1
OVERVIEW
Artwork
Coordinators
Agencies
HQ Artwork Mgmt.
Printer
DAM contains various elements
of Syngenta’s artwork, such as
templates, symbols and logo’s.
When Artwork Coordinator (AC)
wants a new or modified artwork…
AC logs in to MOM and reserves
artwork (info forwarded to gSAP)
gSAP & MOM create unique ID
and the AC downloads required
assets from MOM
AC then forwards the assets to
external agency for rework.
Agency sends back re-designed
assets to AC via email
AC forwards the re-designed
artwork to HQ Artwork Mgmt.
Once HQ approves, assets are
cataloged to MOM and FTP’d to
the printers

GENERATION 1 BENEFITS
7%Design
errors
SAS MOM SAS MOM
60%
1 week
Artwork
approval10 weeks
50%Time to market
(reduction)
Before With

GENERATION 1 “IM-PERFECTIONS”…
• Every artwork needs to go through a manual approval
process by the Artwork Management team
• There is a significant backlog of approval requests
• IMCs across geographies are ‘re-inventing the wheel’
• Time and cost aspects of IMC + Agency involvement
for re-creation is sub-optimal

SAS© MOM Syngenta Artwork Management – Generation 2

How do you make something
really good, even better?
• Reduce some of the error prone human
interactions (emails & FTP, manual
design)
• Centralize product content by introducing
PIM and sync’ing with MDM
• Automate artwork creation by introducing
Chili Publisher + MOM Artwork Producer

GENERATION 2
OVERVIEW
Artwork
Coordinators
Printer
HQ defines taxonomy rules & brand
guidelines using Chili + MOM
HQ Artwork Mgmt.
Region specific ‘enriched’
templates are created
When AC needs new or modified
artwork…
AC selects appropriate printable
packaging element and template
using MOM + Chili
AC selects region, product and
other info using simple selections
This creates a print ready artwork
within seconds, and within pre-
defined guidelines…
Once approved, artwork is stored
in DAM.
Printer can access artwork from
the system using restricted DAM
access… no more FTP

ReleaseApproveCreateReserve
The new generation of Syngenta artwork management process can be divided into four simple steps:
Reserve, Create, Approve and Release.
BACKGROUND INFO:
• Product master data is stored and managed in SAP.
• Dynamic interface between SAP and SAS MOM ensures both systems are constantly aligned.
• Each country manage their own portfolio of products and associated packaging artwork.
GEN. 2 ARTWORK
PROCESS

ReleaseApproveCreate
GEN. 2 ARTWORK
PROCESS
Artwork
Coordinator (AC)
User logs into SAS MOM and finds product data
AC selects appropriate printable packaging
element for the product
Workflow to SAP updates
bill of material.
SAS MOM generates unique artwork number
Reserve

ReleaseApproveReserve
GEN. 2 ARTWORK
PROCESS
Artwork
Coordinator (AC)
AC creates artwork using artwork producer,
powered by CHILI Publish
A pre-configured template is auto-populated
with data from PIM, requiring minimum input
from the user
The end result is a print-ready PDF
Create

ReleaseCreateReserve
GEN. 2 ARTWORK
PROCESS
Artwork
Coordinator (AC)
AC initiates an approval workflow
Approver
Email notifications are sent to each approver
Comments are gathered within the approval job
Approve

CreateReserve Approve
GEN. 2 ARTWORK
PROCESS
Artwork
Coordinator (AC)
Once approved, AC releases the artwork, thus
cataloguing in DAM
Print supplier
Print suppliers have controlled access to DAM,
to download artwork for production
Workflow to SAP updates bill of material
Workflow to SAP updates
bill of material.
Release

GENERATION 2 THE POWER OF INTEGRATED ARTWORK MANAGEMENT
• Reduce time to market further
• Reduce dependency on external resources
• Reduce cost of getting artworks right
• Improve Brand consistency globally
• Extend scope from EMEA to Global

CUSTOMER INTELLIGENCE
WORKGROUP 2013
FEB 11-14, EBC Cary NC
QUESTIONS???

SAS Syngenta Creative Process Integration Case Study

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