This blog was penned by the team at Gutenberg, an international advertising production business specialising in decoupling advertising production

Is decoupling advertising production right for you?

There are a number of factors which influence whether decoupling production is right for your business. Before you embark on decoupling advertising production there are a number of factors to take into account. If you fall into one of the following structures you can almost certainly benefit.

1. Large full service marketing agency relationship
   If your agency currently manages anything beyond idea origination and strategy – this may be billed as art-working, resizing, supply, repro … you can probably save money and get it to market more quickly or with less hassle. Typically larger agencies do not have the extremely specialised processes, which enable production businesses to create marketing assets, accurately and distribute them quickly. The industry is awash with examples of businesses who have gone from 7 or 8 sets of amends to 1 or 2 saving considerable time and cost.
   
   
2. Multi-country or global production of marketing assets
   If multiple geographies are producing different or even versions of the same campaign for their country, centralising this and producing multi lingual, culturally sensitive versions centrally – with buy in from the markets, is an excellent solution. This enables large savings, improves consistency and enables great ideas to be rolled out While the above two points work for print or digital marketing equally, the next is print only!
   
   
3. Multiple printers with no guidelines for print set up
   It is amazing how much money is wasted through poor set up of print. A professional marketing production business will have professionals adept at colour management, a technique which will make your printed communications more consistent and cheaper. Consolidation of suppliers in print can also bring savings. Never ever let your agency buy your print! I hope this is a useful brief guide which will enable you to decide whether to decouple advertising production.