Nordea

Background

In 2000, Merita Bank, Nordbanken, Unibank and Christiania Bank og Kreditkasse merged under the name Nordea. Over the next few years the company made major organizational changes and efficiency improvements. Several marketing organizations would be merged into one and the marketing efforts needed to be more efficient. Earlier it was hard to find the current marketing and sales materials when you needed it. Also marketing efforts were not sufficiently coordinated within the organization, to the customers or between the countries. There was also a problem with how the visual identity was communicated in different countries and through different channels.

Objectives

The objective of the MRM system was to support or automate the process of producing marketing and communication materials in the Nordea Group. This would create a more integrated and consistent communication work. The system would function both as a channel for the central marketing department to make available current marketing and sales materials and also to give branch users a tool to produce localised material. This way Nordea would be able to create and manage a visual identity, lower its costs and speed up time to market.

Results

The implementation of BrandAirport is regarded as a successful IT investment and is considered a big success in the organization. The branches of Nordea produce today approximately 400 ads per month, plus materials such as flyers, radio spots, invitations, posters and more , using BrandAirport. 80% of the marketing material is produced in the system and the production time for an advertisement has been reduced from 5-7 days to 10 minutes. Today the local branches can create an ad by using the ad templates developed by Nordeas central marketing departments . Based on the template, the branches can make necessary local adjustments and then send the print-ready ad to a newspaper, magazine or print shop.

The branches local marketing activities ha s become much easier to administrate as the access to accurate text and approved images are so easy. The cost of producing local material ha s fallen to a fraction of the previous cost and the marketing budget can instead be used for other sales activities.

“BrandAirport is a success.
We use the system much than we anticipated from the beginning.
One reason is that it is very easy to use - at all levels of the organization.“
- Gry M. Varre, Senior Project Manager, Marketing, Nordea