Digital
12 March 2025
Helping PMI to Embrace Templated Ways of Working
for Philip Morris International (PMI)
for Philip Morris International (PMI)
Philip Morris International (PMI) is a global leader in the tobacco and nicotine industry, dedicated to transitioning towards a smoke-free future. With a diverse portfolio of brands and operations across multiple markets, PMI manages a complex content ecosystem that must adhere to varying regulatory requirements while maintaining global brand consistency.
As part of Brightful’s ongoing strategic work with PMI, we identified the need for a more efficient content creation process. Through multiple Creative Proof of Concepts (POCs), we explored how Templated Ways of Working could be embedded into PMI’s workflows to optimise efficiency and maintain creative integrity at scale.
PMI’s existing production and transcreation process relied on outdated methodologies and underutilised technology. Creating Toolbox assets and adapting them for local markets was both costly and time-intensive, with a high degree of manual effort required. This also led to inconsistencies in brand execution across different regions.
Our key objective was to develop a blueprint for templatisation, shifting PMI’s content creation process from static to dynamic templates. This would enable more efficient Toolbox production, reduce redundant work, and improve brand consistency across markets.
Brightful introduced Templated Ways of Working using Adobe Creative Cloud and Adobe Express, aiming to streamline Toolbox creation by reducing file duplication, effort, time, and costs. We implemented these changes within a live Toolbox production process, gathering insights to refine and scale the approach.
A crucial part of this initiative was the development of Toolbox Wireframe, a scalable framework designed to standardise and automate content creation.
This framework included:
Defined file and folder structures – Ensuring consistent organisation and easier asset retrieval.
Adobe Creative Cloud Libraries – Centralising assets for improved accessibility and collaboration.
Dynamic Templates – Pre-built, adaptable templates to streamline localised asset creation.
Additionally, Brightful developed a comprehensive training programme, including presentations, guides, and workshops, to help PMI teams adopt and integrate these new workflows into their daily operations.
While this project is still ongoing, we’re already seeing clear, measurable benefits and expect the following improvements as the approach scales:
90% reduction in file duplication, driving significantly more efficient content workflows.
10% cost savings in adaptation, by reducing manual asset recreation across markets.
15% faster turnaround for master asset creation, streamlining the production process.
10% lower costs in Quality Checks, thanks to improved consistency and structured workflows.
A scalable, structured platform for Toolbox creation that boosts both speed and creative consistency.
Enhanced automation capabilities that reduce manual effort and lower transcreation costs.
These early outcomes demonstrate the power of templated ways of working—and their potential to transform how content is created, localised, and scaled across global teams.
Reduction in file duplication
Cost savings
Faster turnaround
“Brightful’s expertise in templated content workflows has transformed the way we approach creative production. Their strategic approach and technical execution have helped us move towards a more efficient and scalable way of working.”
The Templated Ways of Working approach is a key pillar in PMI’s broader Content Supply Chain Initiative. By embedding scalable templates and automation into workflows, PMI is on track to achieve a more agile, cost-effective, and consistent content production model.
As this project continues, further enhancements and optimisations will be implemented to ensure long-term success. Stay tuned for more updates as we refine PMI’s approach to content creation at scale.
Want to explore how templated workflows and content supply chain thinking could work for your organisation?
Contact the Brightful team — we’d love to help you unlock speed, scale, and smarter content delivery.
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