Can centralisation and creativity really coexist?
We recently helped Netflix deliver their outdoor print and digital campaign across Europe, for the launch of The Politician. Why did they choose Spark? Because we’d proven ourselves in making a creative and operational difference.
So let’s rewind: our relationship with Netflix began on the launch of their TV series, Disenchantment, with a project to optimise their out-of-home home creative adaptation, localisation and production. They challenged us to streamline their process but retain the creative capabilities of supporting multiple territories. Our solution maximised reuse of existing assets across media placements, reduced demands on their teams and guaranteed best in class quality. All without hampering creativity on premium placements and agility in taking advantage of last-minute media buys.
We performed rigorous analysis of media requirements, which enabled us to propose a unique approach focusing on upstream planning to allow efficient downstream execution across hundreds of different placements. The result was a balance of high-output centralisation and local creativity. With tangible differences in brand consistency and process transparency as well as a reduction in master source files and duplication of effort for our client.