– Tabitha Winter, Global Head of Creative Operations, Entain (Formerly GVC)
Entain is one of the world’s largest sports betting and gaming groups employing over 300 marketing staff across more than 20 brands including Ladbrokes, Coral, partypoker and Gala Bingo.
Coping with strategic marketing projects while reacting to time sensitive artwork and social media graphic production created bottlenecks and inefficiency.
The CRM team for example were finding the process of briefing, waiting for artwork and revision cycles to be cumbersome and slow. Inevitably this lack of speed led to third party creative agencies being drafted in. Design costs rose and brand consistency suffered.
Another challenge was creating graphics for real-time odds. Even in 2020 designers had to physically locate themselves alongside traders to obtain up to date odds and respond with graphics as a game or event unfolds.
ROI360 worked with the Entain artwork team to build “Kit Room”. A place where non-designers can create their own marketing from brand consistent artwork templates. Kit room has reduced artwork origination time from weeks to minutes and removed countless email threads, frustrating revision cycles and missed deadlines.