Here is a sampling of how Aquent has helped marketing organizations across multiple industries address a variety of challenges.
Designing a cost-effective alternative to an outside agency for a leading communications company
The world’s leading wireless communications company needed to revamp the online demo for one of its premier services following a Web site redesign. Since the demo had to complement the Web site’s new look and feel, the company asked its ad agency to also revise the demo. When the agency quoted a five-figure budget and a monthlong timetable, the company decided to look elsewhere. The challenge was to find a more timely and cost-effective solution while maintaining the strict design integrity, quality, and usability of this mission-critical demo. Aquent was more than up to that challenge.
Within twenty-four hours of receiving the assignment, Aquent had identified a Web designer, who quickly developed a sample demo and presented it to the client’s senior creative management team. Two days later, our talent received unanimous approval to proceed with the project and was able to complete it in less than three weeks at a cost that was $20,000 below the ad agency’s estimate. The client was so pleased with the outcome that it now regularly relies on Aquent talent to execute high-profile project work.
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Assembling a complete creative services team for a systems and engineering firm on short notice
Aquent was contacted when the creative services department of a not-for-profit systems and engineering firm needed a temporary team to meet the demands of a new contract. We quickly assembled a group of talented professionals that included a creative director, a lead Web developer, a database administrator, technical writers and editors, and design and presentation specialists. The team’s stellar performance on the contract—and the additional skills that team members brought to the department’s other projects—have earned the firm’s creative services department significantly more funding and contracts than it previously had.
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Creating a successful ad campaign when the client’s ad agency didn’t have capacity
One of the world’s leading liquor distributors wanted to reintroduce a small, lesser-known brand of tequila into the U.S. market. The company knew that its agency of record would not devote sufficient resources to this relatively low-budget print campaign, so the distributor turned to Aquent to create a series of launch ads for the brand.
Drawing on our sizable pool of prescreened talent, Aquent quickly identified a creative team with liquor-industry experience that had collaborated for many years. In fact, the team had previously worked on several of the client’s other brands.
By turning to Aquent for its tequila campaign, the client worked with senior experienced talent (rather than overworked junior agency staff) who provided more “creative” for its ad dollars and produced an agency-quality campaign for a small-but-growing brand. The distributor has already asked Aquent’s team to present concepts for its next generation of tequila ads, confirming the campaign’s success.
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Integrating multiple legacy databases for a large insurance company
A large insurance company wanted to profile its customers for cross-selling opportunities but couldn't do so because policyholder data was housed across several disparate product databases (life insurance, long-term care, etc.). Once the customers were profiled, the company then needed a way to measure campaign effectiveness. There was no time to assign a dedicated team and insufficient budget for a full-time hire.
The client turned to Aquent for a database management expert with eight years’ experience and expertise in applied statistics and customer behavioral modeling. The databases were merged into one centralized location, and the marketer oversaw the data-management processes, including conditioning, extraction, householding, merge/purge, deduping, and eventually modeling. This allowed prospect profiling and segmentation followed by predictive behavior models to support highly effective cross-sell programs. For the first time, the client had a closed-loop, integrated marketing database.
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Developing technical guides for a major software company
Macromedia engaged Aquent to assist with documentation for its product Macromedia Director MX 2004. Our team provided an analysis of how to improve the documents. They then created the first Getting Started Guide for Director and updated the user manual and Director Scripting Reference. There were more than 2,000 pages of material to be revised or written.
Working with Macromedia subject-matter experts and studying existing documents, the team quickly identified what information needed to be added and which content could be reused from previous versions of the product. The team’s organizational skills and attention to detail allowed Macromedia to bring Director to market on time and with more supporting documentation than originally planned.
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Relaunching an established brand for a consumer packaged-goods company
The No. 1 cookie marketer needed new thinking, a new strategy, and a relaunch. Since no full-time staff were available to devote to the project, a seasoned product manager with brand turnaround experience was necessary.
Aquent provided a CPG veteran with more than twenty years’ experience in launching major brand initiatives into competitive and fast-paced environments. His challenge? Rethink the brand. Reposition the brand. Make it easier to find, easier to buy, easier for customers to fall in love with again. Redesign, repackage, and give POS a thorough face-lift. As a result, new life has been breathed into a premium high-margin franchise.
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