No marketer wants their brand to make headlines for the wrong reasons. Of course they don’t. Running comms that breach advertising or regulatory rules not only equals bad PR, but hefty fines. Just look at the penalties dished out to Heinz in 2018 for violations in marketing compliance. Fines run in the order of millions of dollars and the extent of reputational damage is difficult to summarize. Mistakes can easily happen when say, a freelancer designer, (who’s probably stressed trying to connect the dots between the brief and approvals across multiple share drives and emails), simply forgets to include fine print or an asterisk. A “sorry dude” from this well meaning creative just isn’t enough. But the thing is, even if you never hire that – or any freelancer again – infringing standards in governance will happen again without the right systems in place. Marketing compliance, that is, making sure your brand’s ads, packaging and social content adheres to rules set by governing agencies needs iron clad administration – and preferably one that saves time rather than creates work.
Large brands, particularly those in highly regulated industries demanding marketing compliance such as healthcare, cosmetics, finance, gambling and alcohol must have a foolproof marketing approval process threaded into and a system of record that encompasses the following key capabilities leaves marketing quality and compliance at risk:
1. Digital Asset Management
To categorize, store and share approved creative files. This ensures only files that have been vetted by your marketing and legal teams and are compliant with talent usage rights are used by your broader team.
2. Creative Workflows and Proofing
To approve creative amongst marketing, legal and creative teams with smart comparisons to automatically detect differences between versions.
3. Campaign Briefing
With content risk scoring so creative with price points and elevated media spend get seen first by legal and senior management.
4. Online Brand Guidelines
To keep everyone on brand and to educate people on what works and technical style guides.
5. Disclaimer Engine
To automate which ‘fine print’ disclosure should go on which ad and to automate the population of disclaimers on branded content.
6. Marketing Risk Assessment
To formally review campaigns against brand and regulatory compliance standards before it launches. Just like pilots have pre-flight checklists, marketing teams need the same.