ONE-TO-ONE MARKETING: SingTel sets up branding 'library'

The SingTel Online Branding Resource Centre (OBRC) allows users to instantly perform a variety of marcom tasks online, according to its director of corporate marketing Adelina Ko.

"For example, they can download campaign and media elements, and view the latest brand guidelines," Ko said.

The service was developed by XM, which is working with SingTel on implementing additional functional requirements, according to Ken Mandel, chief executive officer and regional director of XM Asia-Pacific.

He said OBRC was a stand-alone extranet application with a Digital Asset Management Application (DAMA) at its core.

"The DAMA allows SingTel's various agency partners to remotely upload and download a wide range of brand collaterals and information. Using the built-in administration tools, SingTel executives are able to control the security and access rights for each agency partner, only allowing them access to the specific collaterals and information they require.

"In addition, XM has built a customised workflow into the application. This workflow can be compared to a digital approval process that allows for a remote and streamlined approval process of creative work or media plans for example," he said.