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THE MOTHER TONGUE COMMUNICATION'S CREDENTIALS |
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The WordFlow concept has been rigorously tried and tested in a tough multinational market. The system's efficacy and substantial benefits are well proven.
Prior to establishing Mother Tongue Communications its principal was a senior European Marketing Manager for a top 3 company in the Fortune 500 league, responsible for a wide range of above-, below- and through-the-line marketing collateral deployed in numerous countries across the continent. He rapidly identified a number of damaging inconsistencies in the company's activities.
Many in-territory marketing teams, both in-house and external agencies, were working independently of the European head office. This was ostensibly to enable them to meet the needs - linguistically in particular - of their national markets.
and corporate image and identity
particularly at national level
in-territory staff to focus on implementation in the field
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As a consequence however, the material they produced collectively lacked any consistency in style or content, to the detriment of corporate identity and brand integrity, ultimately leading to the company's trademark assets being at risk.
Conversely where regional and central marketing teams were undertaking the work, and distributing mastered artwork CDs to the individual national teams, the campaigns were rarely fully implemented at a national level.
The combined spend on these activities was in excess of $5 million per annum
The company then developed and implemented a process, similar to that of Mother Tongue Communications' WordFlow, with the following results.
printing
Within three years the new streamlined system had saved the company $6.6 million with further savings accruing as the system was rolled-out globally.
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Total consistency
of branding, message