[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"casestudy-cingular-att-digital-ad-builder":3},{"id":4,"title":5,"body":6,"client":62,"credits":63,"description":57,"extension":71,"featured":72,"gallery":73,"geo":80,"keyart":82,"lede":84,"mediaType":85,"meta":87,"navigation":88,"path":89,"seo":90,"sort":91,"status":92,"stem":93,"tags":94,"vertical":97,"year":98,"yt_video":99,"__hash__":100},"casestudies\u002Fwork\u002Fcingular-att-digital-ad-builder.md","Digital Ad Builder",{"type":7,"value":8,"toc":56},"minimark",[9,14,18,31,34,38,53],[10,11,13],"h2",{"id":12},"solution-ux-leadership-and-print-innovation","Solution: UX leadership and print innovation",[15,16,17],"p",{},"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:",[19,20,21,25,28],"ul",{},[22,23,24],"li",{},"Build their own ads from corporate pre-approved assets for seasonal campaigns.",[22,26,27],{},"Manage local store listings for inclusion in print advertising.",[22,29,30],{},"Deliver camera-ready artwork via FastChannel directly through ad networks.",[15,32,33],{},"One quiet technical win: the system profiled every newspaper outlet and adjusted ink levels by press-type, so color held up across the network.",[10,35,37],{"id":36},"impact","Impact",[19,39,40,47],{},[22,41,42,46],{},[43,44,45],"em",{},"Production",": AdWorks 1.0 grew the client's print output from roughly 11,000 ads a year to over 20,000.",[22,48,49,52],{},[43,50,51],{},"Efficiency",": That near-doubling happened with no added headcount.",[15,54,55],{},"The program carried the local advertising load for Cingular through a period of fast growth.",{"title":57,"searchDepth":58,"depth":58,"links":59},"",2,[60,61],{"id":12,"depth":58,"text":13},{"id":36,"depth":58,"text":37},"Cingular (AT&T)",[64,68],{"sort":65,"role":66,"value":67},1,"Client","Cingular Wireless (AT&T Mobile)",{"sort":58,"role":69,"value":70},"Agency","BBDO Atlanta","md",false,[74,76,78],{"src":75},"\u002Fwork\u002Fcingular-att-digital-ad-builder\u002Fcingular-att-digital-ad-builder-01.jpg",{"src":77},"\u002Fwork\u002Fcingular-att-digital-ad-builder\u002Fcingular-att-digital-ad-builder-02.jpg",{"src":79},"\u002Fwork\u002Fcingular-att-digital-ad-builder\u002Fcingular-att-digital-ad-builder-03.jpg",[81],"North America",{"src":83,"alt":5},"\u002Fwork\u002Fcingular-att-digital-ad-builder\u002Fkeyart.png","A print-automation platform that let Cingular's local marketing teams produce more campaigns at consistent national quality, without growing the team behind them.",[86],"Enterprise Application",{},true,"\u002Fwork\u002Fcingular-att-digital-ad-builder",{"title":5,"description":57},100,"live","work\u002Fcingular-att-digital-ad-builder",[95,96],"UX","Design Management","Advertising",2005,null,"wNsR7ijwP7uJcVYTfUqqcJIOUORovTCuDFv0KXPQcFw"]