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Affinity Express

ING Pre-Press & Consolidated Workflows Panel. Affinity Express. Who We Are. Largest global technology-driven advertising and marketing services provider 230,000 jobs per month nearly 2000 employees

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Affinity Express

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  1. ING Pre-Press & Consolidated Workflows Panel Affinity Express

  2. 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

  3. 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 Ad Production 30%-35% effort Post Design 25%-35% effort • Complete Work Orders • Manage Materials • Link Materials to Orders • Layout • Traffic • Plan • Design • Proofread Internally • Proof • Approve Ads • Process Client Supplied • Traffic to Pagination One System/Web Based

  4. Transition – this is what makes outsourced production successful Or the reverse is true – it is difficult to recover from a poor transition

  5. Range of Outsourcing Solutions AE 4.1 • Affinity Express works in client legacy systems and processes • Less disruptive • Limited savings • No integration—users book orders, receive final files via FTP site • Little commitment • Smaller savings • Lower startup costs • Complete integration—booking and pagination systems; clients use service bureau workflow • Drive centralization and standardization Install 1 day 12 + ? Weeks 12 weeks

  6. Transition is about having predictable outcomes – works the same way every timeCritical: • 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

  7. Change AgentNew Customer Implementation Process -12 WeeksAE 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

  8. 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

  9. Affinity Express Experience With Industry Leader in Transformation

  10. Affinity Express & Digital First Media Timeline – typically starts with print & movesto all forms of production & related tasks Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 AESB hub 1 goes live Sales support, copywriting PMO for editorial services Mobile Ad operations iPad ads, HTML5 AESB site 5 hub 1 Sign initial AESB production agreement AESB sites 6,7 hub 4 IDEA and display ad and rich media production AESB site 4 hub 3 Video Digital First Media MNG expansion AESB site 3 hub 2 Facebook creative, tabs Directory listings, daily deals AESB site 2 hub 1 First 3 years digital revenue grew 81% versus industry average of 10% with large reductions in cost

  11. Thank you

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