sas syngenta creative process integration case study

Company Confidential - For Internal Use Only

Copyright © 2012, SAS Insti tute Inc. Al l r ights reserved.

SYNGENTA

INTEGRATED ARTWORK MANAGEMENT

Io – integration

The Future of Content ManagementNovember 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

dilutionBrand

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

CoordinatorsAgencies

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 weekArtwork

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 createdWhen 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???


Copyright © 2012, SAS Insti tute Inc. Al l r ights reserved. www.SAS.com

THANK YOU VERY MUCH!

[email protected]

Authors: Stephan A. Nobs, Dhiraj Nambiar,

Edward Pembroke

http://www.sas.com/

http://www.sas.com/

sas syngenta creative process integration case study

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