Affinity Express - International Newspaper Group
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Transcript Affinity Express - International Newspaper Group
ING Pre-Press & Consolidated Workflows Panel
Affinity Express
© Affinity Express 2013
Who We Are
Largest global technology-driven advertising and marketing
services provider
• 230,000 jobs per month
• nearly 2000 employees
• two production platforms India & Philippines for Business Continuity
& hosting in two Chicago data centers for Disaster Recovery
Serving top 5 of U.S. media companies, 75% of Canada’s
media industry and UK’s largest print media company
Focused on high growth traditional media and digital sectors
Owned by Manila based 160 year old $8bn Ayala Corporation
© Affinity Express 2013
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End to End Production Process
Resource Allocation: Industrial Engineered Case Study
Lesson - Must focus on the entire workflow to maximize efficiencies
Design Prep
35%-40% effort
Complete Work Orders
Manage Materials
Link Materials to Orders
Layout
Traffic
Ad Production
Post Design
30%-35% effort
Plan
Design
Proofread Internally
25%-35% effort
Proof
Approve Ads
Process Client Supplied
Traffic to Pagination
One System/Web Based
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Transition – this is what makes
outsourced production successful
Or the reverse is true – it is difficult to
recover from a poor transition
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Range of Outsourcing Solutions
AE
No integration—users
book orders, receive final
files via FTP site
Little commitment
Smaller savings
Lower startup costs
Install
1 day
© Affinity Express 2013
Affinity Express works in
client legacy systems and
processes
Less disruptive
Limited savings
12 + ? Weeks
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4.1
Complete integration—
booking and pagination
systems; clients use
service bureau workflow
Drive centralization and
standardization
12 weeks
Transition is about having predictable
outcomes – works the same way every time
Critical:
• Local leadership to support the project in addition to corporate
mgmt – it must be obvious to local employees there is no room
for failure – make someone local have clear visibility to project
and tie outcomes to their success
• Change management is provided by the outsourcer
• Cannot be performed by one person or one set of skill sets
• Outsourcer provides US based Onsite Newspaper domain
experts
– Professional Project Management
– Print/Online Systems Experts to Setup Workflow Integration
– Sales and Production Trainers
– Production Platform Representative
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Change Agent
New Customer Implementation Process -12 Weeks
AE has installed at 87 separate sites – late once
Systems integration
Migration of Advertiser Style Guides to Production
End to end testing
Parallel Production
Training Production & Sales
Production Ramp
Review – Lessons Learned
12 man weeks on site
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Thoughts on speed of transition based
on size or complexity
Probably do not want to move more than 20 to 30
FTE’s per month
Multiple sites can have cross-over during system
integration steps – so can run concurrent transitions
to compress overall project
Better to appoint one executive in charge across all
locations with a corporate production manager to
ensure:
•
•
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Similar processes across all sites
Measurement/benchmarking is instituted
Use of sophisticated software is optimized
Best practices are shared
Ratio of traffickers to artists range from – 6:1 to 10:1
© Affinity Express 2013
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Affinity Express Experience With
Industry Leader in
Transformation
© Affinity Express 2013
Affinity Express & Digital First Media
Timeline – typically starts with print & moves
to all forms of production & related tasks
Q3
2010
Q4
2010
AESB hub 1
goes live
Q1
2011
Sales
support,
copywriting
Sign initial AESB
production
IDEA and
agreement
display ad
and rich media
production
Directory
listings,
daily deals
Q2
2011
iPad ads,
HTML5
Video
AESB
site 3
hub 2
Q3
2011
PMO for
editorial
services
Q1
2012
Q2
2012
Mobile
AESB site
4 hub 3
AESB site 5
hub 1
Digital First
Media MNG
expansion
Ad operations
AESB
sites 6,7
hub 4
Facebook
creative, tabs
AESB site
2 hub 1
First 3 years digital revenue grew 81% versus
industry average of 10%
with large reductions in cost
© Affinity Express 2013
Q4
2011
10
Revenues
Costs
Thank you
© Affinity Express 2013