Tank Worldwide (Tank WW) is a creative advertising agency that specializes in the healthcare and wellness sectors. It is part of the WPP group of companies, with clients that include the world’s largest pharmaceutical companies, as well as highly ambitious clients in regional and local health and wellness segments.
Tank Worldwide Case Study with TVT
The creative content from Tank WW includes text copy, videos, websites or micro-sites, email promotional material, PowerPoint presentations, and more. A proofreading team provides the quality control for advertising material to ensure accuracy, consistency and compliance across content and different media.
Typically, a project begins with a copy deck outlining the text, messaging and content elements of the project, along with visual references, timelines, style guidelines and other elements. This template provides the roadmap for the project. Against this background, the Quality Control team proofreads all downstream advertising materials, usually an approved document in MS Word format is compared with a laid-out PDF document.
The Challenge at Tank Worldwide
Tank WW works with promotional material in a highly regulated healthcare environment. The team must ensure text meets the rigorous industry quality standards and regulations. Safety information, for example, must comply with required formats, demanding great attention to detail. Most of the content handled by the Quality Control department is text-based. Graphical elements are generally verified by a different department.
“By automating our proofreading, our aim was to take the “mechanical” element of word-for-word, number-for-number proofreading off the plate of the team,” explains Alexa Jordens, head of the Quality Control department. “That way the team could focus more on high-value content elements important for advertising materials – stylistics, consistency, flow and clarity, readability, and whether it could be easily understood by the target audience.”
Manual proofreading was unnecessarily time-consuming and inconsistent with the fast pace and tight deadlines of advertising agency projects. The company saw automated proofreading as a way to reduce the time spent proofreading, and therefore costs, while minimizing the risk of human error.
The Outcome with TVT
The Quality Control department had been using another automated proofreading software to some extent but was not satisfied with that solution. In particular, they sought a solution with better learning and support services. This would reduce the amount of time spent onboarding new employees to the department and troubleshooting. A good online training platform, which is offered to all TVT users, was therefore a high priority for Tank WW. Because of TVT’s intuitive interface and online learning platform, the team was almost immediately able to begin using it in their day-to-day proofreading. “TVT’s training platform is robust, comprehensive and well-structured into bite-sized topics,” says Alexa Jordens. “Perfect for the fast-paced agency environment.”
TVT Delivers Results
The Quality Control team at Tank WW is very satisfied with TVT. Time spent onboarding new hires has been reduced significantly. This is important for Tank WW as a company that is rapidly growing. “The team can rely on TVT to pick up any deviations between documents and now focus more attention on aspects of advertising material that add higher value” says Alexa Jordens. Annotated PDFs increase the speed and efficiency of correction cycles, and time savings are significant especially for large content pieces and when proofreading identical pieces used in series or for campaigns.
The ability of TVT to load a document for comparison through simple insertion of a URL is a highly valued feature when proofreading online and print versions for consistency across different campaign pieces. Furthermore, features such as the ability to identify reading order issues (important for screen reader applications) position the company well to meet evolving challenges of accessibility. Tank WW supports many Canadian pharmaceutical companies, and like some other countries globally, in Canada, non-compliance with digital accessibility laws covering websites, mobile applications and other digital content may result in high fines for clients.
About Tank Worldwide (Tank WW)
Tank Worldwide (Tank WW) is a creative advertising agency part of WPP, the world’s largest advertising group, employing over 115,000 people at over 100 locations throughout the world. Clients include over 300 of the Fortune Global 500 companies. Tank Worldwide specializes in the health and wellness area. Based on its global reach, Tank Worldwide provides creative advertising services to some of the leading pharmaceutical companies in the world, as well as to local companies at the beginning of their ambitious journey in the healthcare and wellness segment.
