Leveraging Comprehensive Creative in Five Campaign Simultaneous Launch
PROBLEM TO SOLVE
BNY Mellon engaged Edelman to create comprehensive visual branding that would provide the architecture of a five campaign, multi-media release - over 100 deliverable assets. The five campaigns, In the Know, Making an Impact, Driving Change, Future Ready, and Working As One, focus on sector initiatives, with the goal of publishing time sensitive information across a wide range of social media platforms as well as the BNY Mellon intranet. Initial planning called for the five campaigns to be released in consecutive months (March - July), but due to COVID-19, the project was put on-hold. Three months later, in June, BNY Mellon was ready to re-start the five campaigns - but the deadline remained the same - July. All campaigns were to be now launched simultaneously. One month to execute the same work that was initially planned for five.
GETTING IT DONE
Fortunately, Edelman has a deep creative bench, and we were able to bring in the best available talent across our vast Creative Network to increase design capacity. Working closely with BNY Mellon's internal Branding Dept. to efficiently expedite approvals, Edelman Creative established the look & feel (typography, iconography, image library, and graphic elements), that unified the campaigns while providing stand-alone messaging.
RESULTS
After four weeks of streamlined client communication, Edelman was able to secure approvals across all five campaigns and roll out over 100 digital and print deliverables to both internal and external audiences ... on time and within budget.