Ford UK had one of the largest media spends in Europe.

Workload was being choked by BAU assets that were being individually produced. The goal for 3 years prior to my arrival was to create Dynamic digital/radio assets so attention could turn to more creative tasks.

Constraints: Struggling to keep up with current workload at time. It was a first, and it was technical, so no-one to turn to and no blueprint to achieve. Working with coders in Eastern Europe. Experimental so costs had to be controlled. Had to understand and quickly…