For any marketer in a regulated industry – getting great work out the door quickly can be difficult. This is especially the case for financial services marketers where claims you make in advertising cannot be misleading and it’s a fine line between selling a service and providing advice.
According to Tessa Court, CEO of IntelligenceBank, “We work with banks, credit unions, insurance companies and other financial institutions such as stock exchanges to ensure not only that creative is centralized in one place, but during the creative process, there are consistent checks and balances when producing communications in a regulated environment.”
While general branding communications are usually ‘safe’ from regulatory frameworks – they still need brand and legal approvals for final sign off. On the other hand, product marketing with product disclosure statements can be tricky, especially when you are trying to convey a benefit that is differentiated.
Here’s how our Marketing Operations Platform can help:
1. Start with the creative brief and include a check list of compliance requirements for your specific product line. For example, within IntelligenceBank, you can integrate your compliance checklist and brand guideline best practices within the online creative brief form, so agencies, product managers and brand managers adhere to compliance requirements for every project.
2. During the creative production process, automate risk profiles based on the types of creative and messages being produced. This helps to prioritize content approvals based on Content Risk Score. This also serves to prioritize approvals and ensures content with a higher risk score gets automatically elevated for appropriate sign off.
3. Have an audit trail of all approvals to demonstrate compliance considerations throughout the creative development process – including brand, legal and compliance. Conditional workflows are triggered by type of communication and risk score.
4. Centralize all finished artwork in one place, so your IntelligenceBank DAM serves as the ‘single source of truth’ for approved and compliant artwork. This ensures only the latest and approved versions get used in communications, on your website and on social media. If there is an issue with a claim, talent usage rights or message, there is an audit trail of where the asset is being used, and it only needs to be adjusted in one place.