Case study · Cingular (AT&T) · 2005
Digital Ad Builder
A print-automation platform that let Cingular's local marketing teams produce more campaigns at consistent national quality, without growing the team behind them.
Solution: UX leadership and print innovation
As Manager, Digital Design & Development, I led UX for the marketing automation program and helped produce AdWorks 1.0, a print automation tool that let in-house ad teams, local marketing teams, and third-party dealers:
- Build their own ads from corporate pre-approved assets for seasonal campaigns.
- Manage local store listings for inclusion in print advertising.
- Deliver camera-ready artwork via FastChannel directly through ad networks.
One quiet technical win: the system profiled every newspaper outlet and adjusted ink levels by press-type, so color held up across the network.
Impact
- Production: AdWorks 1.0 doubled the client's yearly newspaper ad output.
- Efficiency: It did that with no added headcount.
The program carried the local advertising load for Cingular through a period of fast growth.