Andrew Marconi

Digital Ad Builder

Cingular (AT&T)

2005

Digital Ad Builder
Digital Ad Builder
Digital Ad Builder
Digital Ad Builder
Digital Ad Builder
Digital Ad Builder

Vertical

Advertising

Geography

North America

Media Type(s)

Enterprise Application

Tags

UXDesign Management
A print-automation platform that let Cingular's local marketing teams produce more campaigns at consistent national quality, without growing the team behind them.

Credits

Client

  • Cingular Wireless (AT&T Mobile)

Agency

  • BBDO Atlanta

Solution: UX leadership and print innovation

As Manager, Digital Design & Development, I led UX for the marketing automation program. AdWorks 1.0 was 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 grew the client's print output from roughly 11,000 ads a year to over 20,000.
  • Efficiency: That near-doubling happened with no added headcount.

The program carried the local advertising load for Cingular through a period of fast growth.

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