Baillie Gifford

Baillie Gifford & Co. (BG) is one of the UK’s leading independently owned asset management firms, managing funds currently in excess of £100 billion.

The challenge

With a rapidly expanding business, the demands on Baillie Gifford's marketing team was increasing; managing campaigns on spreadsheets and using paper-based job bags was no longer an option.

The solution

Baillie Gifford realised that streamlining and automating campaign processes was the answer. Key requirements were identified from the marketing, compliance, IT & legal departments. The market was then researched and provider was chosen. The on-line, automated marketing work flow solution offered by be the brand experience was the clear winner.

Following a speedy four-week deployment, including training key users, bethebrand went live in August 2007.

Tighter control

Six years on, bethebrand is an integral part of Baillie Gifford’s operations, allowing their marketing teams, compliance and other internal stakeholders to work together to create and approve financial promotions faster and more cost effectively.

Key stakeholders and processes are defined for each stage of the project, giving Baillie Gifford better visibility and control over each campaign’s progress. All signed off marketing documents are saved in the centralised Asset Store which also stores previous document versions for audit purposes. Authorised users can search documents using text, numbers, item type and other metadata defined and configured by Baillie Gifford, including searching for text and numbers within the actual documents.

The assets can be downloaded and emailed to pre-defined user lists or on an ad hoc basis. Email alerts are sent when specified events are triggered by the asset life cycle to the teams assigned to that activity such as web editors, ensuring they maintain the latest public facing assets.

An invaluable marketing services tool

Stuart Conlan, Marketing Manager at Baillie Gifford comments: "We really like how easy it is now to manage and audit our financial promotions. The fact that the system is securely accessible from any desk in the office, or indeed from anywhere, is another great plus.

"It means our stakeholders can get hold of our marketing documents without the files physically changing hands. Bethebrand has already proven itself to be an invaluable marketing services tool."

Baillie Gifford is not the only beneficiary of bethebrand. Recently Baillie Gifford's auditors were really pleased that we saved them from the annual task of trawling through mountains of paperwork. Now they can simply log on to bethebrand and find everything in one place.

In 2013, the use of M&RS (Baillie Gifford's name for bethebrand) was expanded to bring additional marketing teams on board and they upgraded to the latest version of bethebrand. The benefits of the upgrade introduced the much improved mark-up functionality allowing better collaborative commenting. The new release meant the asset meta data could be better configured which allowed Baillie Gifford to capture individual asset meta data for different teams. Baillie Gifford has also centralised evidence assets onto M&RS and are using the centralised process to manage the asset lifecycle. The use of the system continues to expand as Baillie Gifford look to centralise and automate more of their processes and help their resources achieve more.

Great partnership

Baillie Gifford and be the brand experience review the company's changing requirements periodically, resulting in a number of upgrades developed and implemented over the last few years. These new developments are also available to the entire client base.

"We really like how easy it is now to manage and audit our financial promotions. The fact that the system is securely accessible from any desk in the office, or indeed from anywhere, is another great plus. " Stuart Conlan Marketing Manager

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