Philip Morris International (PMI) is a global leader in the tobacco and nicotine industry, undergoing a major transformation towards a smoke-free future. As a company operating at scale, PMI produces vast amounts of marketing content, making the efficiency of its content supply chain crucial. The organisation faced challenges in content creation, localisation, and distribution, requiring an optimised approach to maintain consistency, reduce costs, and improve speed to market.

To address PMI’s challenges, Brightful implemented a structured approach focused on proof-of-concept (POC) testing, technology enablement, and process optimisation.

We conducted multiple Creative POCs to test different hypotheses and technologies with the overarching aim of reducing costs, improving consistency, and increasing efficiency. Taking one of PMI’s toolboxes as a case study, we partially restructured its creative assets and Key Visuals, using templated ways of working. This allowed us to pinpoint inefficiencies and develop targeted solutions.

Brightful’s strategic implementation delivered measurable improvements for PMI:

Reduced Costs: The foundation we established contributed to a 50% reduction in Channel Asset costs and a 25% reduction in Localised Asset costs.

Minimised Duplication: Templated workflows within Adobe Creative Cloud reduced file duplication by 90%.

Optimised File Usage: A folder containing key visuals that previously required 713 files was successfully restructured to use just 41 individual files.

Improved Efficiency: The introduction of dynamic templates significantly increased cost and time savings across creative production and localisation.

By leveraging Adobe Creative Cloud and implementing structured process improvements, Brightful enabled PMI to significantly enhance its content supply chain efficiency. This case study demonstrates the power of templated workflows, automation, and AI-driven tools in modern marketing operations, proving that a structured approach can drive impactful results at scale.

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