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
© Affinity Express 2013
3
Transition – this is what makes
outsourced production successful
Or the reverse is true – it is difficult to
recover from a poor transition
© Affinity Express 2013
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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
5
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
© Affinity Express 2013
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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
© Affinity Express 2013
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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:
•
•
•
•
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
8
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