Content Creation

6 ways to empower your frontline employees for maximum content creation

Papirfly
8 minutes read

Content creation is the lifeblood of modern marketing.

From a consistent cycle of blog posts, emails and social media posts, to powerful one-off videos, landing pages and billboards – great content campaigns are the key to connecting with your audiences worldwide.

With 97% of professionals saying they experience at least some level of success with content marketing, brands must keep up with growing consumer demands. But this is much easier said than done.

Maintaining a constant flow of content across multiple channels is a prevailing problem for marketing teams. Despite innovations in AI software and automation tools, the struggle persists, placing a lot of demand on creatives, designers and your head office to maintain pace with an ever-growing number of platforms – all in the face of ever-shrinking budgets.

If you’re reading this and you can relate to this familiar strain, your frontline staff – the people who interact with your customers, manage your outlets and take care of your day-to-day obligations – may be the key to scaling your output to new heights.

Here we’ll explain how, with the right tools, strategies and incentives, you can empower your frontline employees to become the beating heart of your content marketing efforts.

What do we mean by frontline employees?

First, we should clarify what we mean by “frontline employees”. As noted above, your frontline workers are the people who directly engage with your audiences and keep your operations running smoothly.

They’re the baristas serving customers in your cafe. The shop assistants stacking shelves in your supermarket or department stores. The customer service representatives answering people’s questions and concerns. Simply put, they’re the backbone of your organization.

The challenges impacting today’s content marketers

Now, what are the prevailing challenges today’s content marketers face, and which of these could be resolved by a helping hand from your frontline workforce?

Lack of trained personnel

First, there’s the simple problem of demand for content outstripping available resources. With 51% of companies saying they use over 8 channels, many marketing teams need additional personnel to produce and maintain a continuous flow of content on each of their active platforms – especially if they have visions of scaling up in future.

Personalisation and localisation

Beyond the number of channels, global companies also have to consider the pressing need to tailor content for specific audiences and regions. With personalized content now a growing expectation among consumers, this adds another layer of complexity for already burdened content marketers.

Maintaining brand consistency

Attempting to churn out content at pace can allow inconsistencies to creep in – mistakes which can subsequently damage your image in the eyes of your customers. Brand consistency is critical to a strong reputation and sustainable brand equity – when this falters, it can take a long time to fully recover.

Managing content and campaigns

With multiple marketing campaigns in motion across several locations, maintaining control and oversight of every asset is a time-consuming, painstaking burden. The more time your marketing team devotes to coordinating assets, the less time they can dedicate to evolving your content strategy.

Dependence on designers and agencies

To relieve the burden on the central marketing team, many organizations delegate content creation to freelance designers and specialist agencies. This can reduce the stress involved, but it comes at a cost – and not just a financial one.

Using professionals outside your organization places your content production schedule in their hands, adding complexity to the pipeline and concerns over their capacity to fulfill your needs.

How does empowering your frontline employees address these issues?

A lot of the fundamental issues affecting content marketers could be resolved if there were simply more people who could contribute to your content creation process. People who understand your business, your brand and your customers. So, what better than boosting your frontline employees into this role?

Now if it were as simple as that, every company in the world would already be doing it. If you’re keen to mobilize your frontline workers, there are several hurdles you have to clear first:

Tough obstacles that, with the right combination of tools and some top-line direction from your marketing leaders, can be overcome to make frontline content creation a very real possibility in your organization.

6 steps to enhance your employees’ involvement in your marketing

1. Utilize intelligent design templates

The biggest barriers between your employees and your content are a lack of design expertise and available time. Using on-brand design templates addresses both of these concerns and can instantly inspire your employees to share quality content.

Content creation solutions with this capability provide an intuitive framework for users, fixing all necessary brand elements in place so there is zero risk of inconsistency. From there, your employees then have the freedom to create and adapt materials to their requirements, without compromising your company’s identity.

This can have several practical benefits, such as:

  • Enabling anyone to produce high-performing assets, no matter their skill level
  • Cutting down asset creation times to a matter of minutes
  • Allowing users to tailor languages, imagery and wording to their audience or region
  • Permitting the production of content for multiple different channels in one location

By also incorporating safety measures, such as approval workflows and a library of professionally designed content templates, you lay the foundation for an employee-generated content revolution – one that can scale up your in-house marketing and reduce your reliance on freelancers and agencies.

2. Centralise brand guidelines and directives

Your content production tools shouldn’t stop at design templates. While these tools help lock down consistency while reducing production times and costs, it’s just as important that your frontline employees understand your brand inside and out before you allow them to start generating assets.

Your brand guidelines are the crux of this requirement, so it’s essential that they’re accessible to your entire workforce. You might think that this is a given, but while 85% of companies say they have documented guidelines, only 30% enforce them consistently.


Establishing a central, online destination for your brand guidelines and similar resources helps ensure that your frontline staff, wherever they’re based, can engage with and educate themselves on your identity. A brand portal can be a valuable tool in this process, storing this key information in one online place that your teams can access whenever required.

3. Provide education and training

Alongside these capacity-expanding tools, it’s beneficial to introduce designated training sessions with frontline workers who are interested in content creation. Hosted by members of your central marketing team or other executives, regular sessions with your team can help them understand what’s expected and feel more confident engaging in this process.

While on the surface it may seem like trading one time-consuming task for another, it’s all a matter of perspective. What is more time-costly: a monthly training session with your internal teams, or the hours you devote to creating, proofing, amending and distributing content to your outlets worldwide?

Plus, opportunities for learning and development are massive motivators for the latest generation of frontline workers. So not only can this scale up your content development – it may also enhance your overall employee experiences and job satisfaction. 

4. Incorporate content creation into your onboarding process

The employee onboarding stage sets the expectations for your new recruits, so they can fully understand your processes and their responsibilities. By introducing your content creation tools and brand management solutions at this early phase, you can help ensure that this is understood and embraced by your newest employees.

This means that by the time they have fully settled into their new role, your content creation process can already be second nature to them. Over time, this can create a culture of content production throughout your frontline workforce, rather than the sole responsibility of your central marketing teams.

5. Create a single source of truth for your content

If your entire frontline staff are engaged in content generation, assets can quickly become muddled, misplaced or lost altogether, adding to your workload instead of streamlining it. Preventing this requires a single, centralized repository for assets developed across your organization – a Digital Asset Management (DAM) system.

Investing in a DAM solution allows you to consolidate all your branded content, assets, imagery, videos and beyond into one combined library – accessible to your teams across the globe. With the ability to tag assets, set permissions and distribute these to your outlets worldwide in real time, a DAM can put you in total control over the consistency and frequency of your content.

If you want to learn more about DAM, check out our ultimate guide to Digital Asset Management.

6. Establish an employee recognition and rewards programme

Finally, encouraging your employees to play a more conscious role in your marketing operations through tangible incentives can help ensure that this is not an on-again, off-again occurrence, but a fixed, reliable approach. 

While each employee will have their own unique motivations to get involved in such a scheme, some examples to help inspire your staff include:

Reap the rewards of empowering your frontline workers

Empowering your frontline employees to be at the core of your content creation efforts is not straightforward. But by following the techniques above and investing in the tools and training required to execute this, you open the doors to a whole host of benefits:

Scaled-up content output: With more hands available, your teams can create more content than ever, with increased productivity and better cost-efficiency.

Greater consistency: As work is created in-house by professionals who know your brand, consistency can be locked down on every channel and location.

Extended reach: Scaling up your content generation means you can build a bigger presence on new and existing channels, and tailor content to specific regions and audiences.

Faster times to market: Turnaround times for content can be cut significantly, and employees are enabled to capitalize on fleeting opportunities to capture sales.

More engaged employees: By getting involved in your content generation, your employees can forge stronger, more meaningful bonds with your brand.

Capacity for strategic thinking: With the pressure of content generation eased, your marketing team will have more room to plan, reflect and evolve your brand.

Empowering your frontline employees to create collateral takes time to perfect, but with every piece of content your teams produce, the closer you come to a state of marketing self-sufficiency.

We hope this has given you the motivation to see where you can scale up your content creation in the long term, and harness your professionals at every level of your organization to make a positive impact on the future of your brand.

Table of contents:

  1. What do we mean by frontline employees?
  2. The challenges impacting today’s content marketers
  3. How does empowering your frontline employees address these issues?
  4. 6 steps to enhance your employees’ involvement in your marketing
  5. Reap the rewards of empowering your frontline workers

Digital Asset Management

Your guide: How to choose a Digital Asset Management system

Papirfly
8 minutes read

Digital Asset Management (DAM) solutions have become integral to modern-day marketing operations.

With marketing teams now responsible for more digital assets than ever across an ever-growing number of channels and platforms, ensuring end-to-end brand consistency, campaign efficiency and company-wide collaboration demands the organization and structure of a strong DAM system.

Papirfly infographic demonstrating key statistics about Digital Asset Management systems - Sources: MediaValet, Straits Research

A capable DAM solution enables you to:

  • Bring all digital assets into a single, comprehensive library, rather than scattered on desktops, servers, emails, Dropbox and beyond
  • Prevent unnecessary file duplications, versions deviations and GDPR breaches, saving your team’s time, locking down consistency and guaranteeing compliance
  • Establish different access rights across your team, ensuring that people only see the digital assets relevant to them
  • Improve overall efficiency, with everyone knowing where to store and search for files
  • Share assets across your marketing ecosystem in a controlled, managed environment

The need for DAM software is clear. But, which is right for your company? As DAM technology has become increasingly important, the choice of solutions has naturally exploded, presenting many possibilities for potential buyers.

While choice can be good, it makes selecting the best DAM software for your organization a real challenge. Not all DAM solutions are created equal, so it’s important you know what to look out for before seeking a system or upgrading your platform.

That’s where this essential guide comes in. Here we’ll outline what features and qualities you should prioritize in your DAM selection process to help guarantee a decision that benefits your creatives, marketers and beyond for a long, long time.

6 essential features to focus on when choosing Digital Asset Management software

Understanding the features that separate the best Digital Asset Management tools from the rest is key to meeting the needs of your stakeholders. Below we’ve highlighted some of the most crucial to seek out – some obvious, others less so:

1. Compliance and privacy features

Did you know that in the first quarter of 2024 alone, 20% of marketing assets reviewed were flagged for potential regulatory compliance violations?

Managing consent and compliance to use assets in your content and campaigns is a vital, yet often overlooked, aspect of Digital Asset Management. Approached manually, it’s time-consuming, resource-intensive and prone to human error. The right DAM system ensures the GDPR compliance of your assets is never questioned.

Prioritizing a DAM solution with an in-built consent management tool confirms that:

  • Consent for digital assets is captured from QR codes, physical forms or emails
  • Assets awaiting consent are flagged as “pending approval”, preventing them from being used until they get the green light
  • Assets that lose consent or compliance are automatically revoked from the asset library, removing any risk of these featuring in future content
  • Users can exercise their “right to be forgotten” after receiving self-service links to any assets they feature within

By selecting DAM software with dedicated compliance and privacy features, you gain peace of mind that no requests for asset removal will slip through the net, eliminating the risk of costly fines or damage to your brand’s reputation.

Statistics related to Digital Asset Management compliance - Sources: PerformLine, Statista

2. A great user interface and usability features

Put simply, a DAM system is only useful if people use it. If the software is too complicated or confusing, users will abandon it, leaving you with nothing but a vacuum of wasted time, resources and potential.

To ensure the effort and investment you put into ensuring your assets are organized, shareable and compliant, it’s critical you purchase a truly intuitive DAM – one that seamlessly fits into the workflows of your marketing managers, content creators and frontline employees.

  • Drag-and-drop uploads for easy file storage
  • AI-assisted tagging for quick, efficient searches
  • Version control to ensure access to the latest assets
  • Access control to prevent misuse of assets
  • Automated workflows to streamline approvals and distribution

Not overly complex for non-technical users. Not too basic for enterprises seeking total brand governance. That is the perfect balance for a DAM system.

Another key consideration for usability is choosing a DAM with a built-in brand portal. This “front-end” DAM can give your users immediate access to brand guidelines, campaign information and beyond, confirming that everyone understands how and why to use the assets they have access to.

In other words, a brand portal offers a “single source of truth” that informs your users, making it simple for them to manage assets and maintain consistency at every touchpoint.

3. Metadata and categorization

Above all else, a DAM system must make it easy for users to find assets they need when they need them. Therefore, the ability to define metadata tags for each asset – from color scheme and included products to asset type, dimensions and location – is essential for users to search for relevant assets.

The right DAM system must accommodate the unique taxonomy of your organization, establishing a common language that allows people to find the right assets.

Furthermore, selecting DAM software with a multi-level category system means you can create a logical hierarchy for everyone in the company – not just a single department or person.

Papirfly infographic demonstrating examples of metadata to categorize branded assets in a DAM solution

4. Access and version control

DAM solutions with access control and user permissions ensure that only valid users can access relevant materials. It prevents users from mistakenly using assets intended for certain regions or campaigns, supporting your internal and external (agency) users.

Similarly, version control and file expiration management confirm that users only see the most up-to-date version of an asset, so outdated content never makes it to your channels.

5. AI-driven search and capabilities

You don’t want to manually fill in all the metadata and tags attached to your digital files, especially as you create more content to satisfy your audiences. That’s why you should pursue DAM solutions that harness AI technology.

For example, faceted search using generative AI can help users find assets faster by understanding context, recognizing objects and interpreting intent. AI-centred DAM solutions can also analyze digital assets to generate suitable metadata and tags based on your taxonomy guidelines.

As AI technology grows more sophisticated and its influence grows in the DAM space, you want to attach yourself to a vendor at the forefront of these innovations.

Statistics illustrating the value of AI-driven solutions in DAM software - Source: Aprimo

6. On-brand content creation and adaptation

Finally, when there is a growing need for local teams and frontline workers to produce content for their specific audiences, choosing a DAM system with on-brand content creation tools enables you to fulfill that obligation.

Rather than simply being a home for your digital assets – putting pressure on your in-house creatives or agency partners to fill that repository – on-brand content creation empowers users to develop branded, quality assets themselves, regardless of their design skills.

Plus, this functionality enables users to download assets from your DAM library and localize/personalize content for their target markets – increasing the accessibility and return on investment (ROI) of your campaigns. 

Other notable features to look out for in any prospective DAM system include:

  • File previews
  • Automatic file transcoding
  • Predefined file formats and uploads
  • Cloud storage
  • Smart cropping tool

Looking beyond features to find the best DAM systems

Focusing on the key features listed above will be pivotal in your pursuit of top DAM solutions. However, selecting the ideal DAM system for your organization extends beyond the features they do or do not include.

Many providers deliver the same technology and features. What often separates the best from the rest is the DAM software’s characteristics and the vendor’s reputation.

With this in mind, and your aim to acquire a solution that will benefit your whole company and deliver a healthy ROI, make sure you consider the following:

Papirfly infographic highlighting 7 crucial qualities that an effective DAM system should possess for a prospective buyer
  • Scalability: Will the DAM system you select comfortably grow and evolve at the same pace as your company? Does it harness cloud storage to make this attainable yet cost-efficient?
  • Integration: Can the DAM solution agreeably integrate with your existing MarTech, or enable you to reduce your dependency on multiple systems? Will it complement your current ecosystem?
  • User-friendliness: A DAM system is only valuable if people use it – is the software you’ve identified simple to operate, intuitive and accessible to all users? Is it something you can imagine your teams turning to every day?
  • Reliability: You can’t risk your files suddenly becoming unavailable – can you ensure that your DAM system will perform 24/7 for your global teams? What is the platform’s average uptime and responsiveness?
  • Security: Does your chosen DAM software incorporate best-in-class security features and protections? Does it include SSO encryption, disaster recovery plans and dedicated managed services?
  • Brand governance: Does the DAM solution ensure that every piece of content is 100% compliant? Does it help you fulfill regulations, stay up-to-date with consent rights, and enable seamless sign-off across your assets?
  • Future-proofing: Is the DAM vendor behind your selected system consistently looking to improve and innovate its solution? Do they have a development roadmap that signals the evolution of their product?

mentioned in the WP, an assurance that every piece of content is 100% compliant – for specific regulatiory needs (not well phrased), has up-to-date consent for anyone featured in a digital assets, and signed off as good to use as on-brand content.

These qualities and intangibles, combined with a strong track record and reputation for a prospective DAM vendor, must be appreciated alongside a DAM system’s core features to ensure you receive the most rounded, comprehensive solution.

Want to choose the best DAM software? Read our complete buyer’s guide

We hope this article has given you plenty of insight into selecting the most suitable DAM system for your requirements. With the abundance of choice in this market and the central role this technology can play in your ongoing marketing operations, you should know what features and qualities to prioritize in your search.

However, this article merely scratches the surface. If you want to know more about how to choose the right DAM software for your needs, and the process of locating and deploying this technology, get hold of our free, comprehensive DAM Buyer’s Guide:

  • Discover all the essential features you should look for in an optimal DAM system
  • Know the crucial qualities of a sustainable, future-proof DAM solution
  • Understand the key attributes to seek out in a reputable, quality DAM vendor, from managed services to innovation roadmaps
  • Explore the critical steps to identify, purchase and install your ideal DAM software, from creating an RFP document to the all-important deployment phase

Whether you’re investing in a DAM system for the first time or seeking to upgrade your existing solution, our complete DAM Buyer’s Guide will help put you on the direct path to the right system for your exact requirements.

Want to know how to choose the best DAM software for your marketing operations? Check out Papirfly’s comprehensive DAM Buyer’s Guide

Table of contents:

  1. 6 essential features to focus on when choosing Digital Asset Management software
  2. Looking beyond features to find the best DAM systems
  3. Want to choose the best DAM software? Read our complete buyer’s guide

Employer brand

Maintaining DEI communications on limited budgets in the automotive industry

Papirfly
4 minutes read

As DEI (Diversity, Equity and Inclusion) initiatives continue to be deprioritized across the automotive industry due to budget cuts, maintaining strong, consistent DEI communications remains essential for talent acquisition, employee retention and brand reputation:

Infographic displaying the importance of DEI communications for the automotive industry - Sources: Glassdoor, Kantar, Diversio

Rather than eliminating DEI efforts, brands can leverage automated marketing technology to sustain and even enhance their messaging at a fraction of the cost.

Templated content creation tools empower anyone in your organization to produce high-quality, on-brand materials. A well-organized Digital Asset Management (DAM) system streamlines campaign execution and ensures compliance.

Below, we’ll explain how Papirfly’s powerful Digital Asset Management and Content Creation Suite can make your DEI communications more cost-efficient, more consistent and more effective across your company.

4 ways Papirfly’s solutions deliver cost-efficient DEI communications at scale

1. Achieve scalable DEI content with on-brand content creation tools

Manual content creation is a major drain on automotive marketing budgets:

  • Content production is time-consuming and resource-heavy
  • It limits scalability and diversity
  • It prevents localization and personalization
  • It slows campaign execution
  • It impacts brand consistency

Papirfly’s on-brand content creation software enables you to not only maintain but expand your DEI communications.

Intelligent design templates lock in key branding elements (logos, slogans, colors, etc.) so your teams can create content efficiently while staying on-brand. No more bottlenecks that delay campaign launches or result in low-quality, off-brand materials.

Papirfly asset highlighting 6 powerful benefits of on-brand content creation tools for the development of DEI communications for automotive brands

Plus, because our templated content creation solution is so intuitive, anyone can produce DEI communications – no design skills required. So if your local dealership or factory runs a recruitment campaign, they can generate content in-house, rather than rely on HQ.

Speaking of local teams, templates include customizable text and image fields, so regional teams can create localized employer brand campaigns. Combined with automated approval workflows that suit a dealership network structure, this software delivers truly agile, self-sufficient marketing.

Even without a dedicated DEI team, on-brand content creation software lets you produce high-impact, multichannel campaigns faster, more consistently and more cost-effectively than ever.

Papirfly statistics showcasing the value that on-brand content creation tools offer automotive companies in reducing the effort and cost of asset creation

2. Ensure standardized, compliant DEI messaging with DAM

Alongside our templated content creation solution, Papirfly’s DAM software streamlines your DEI communications, ensuring structure, compliance, and efficiency.

By centralizing all DEI and employer brand content, our DAM system eliminates scattered assets. Assets can be tagged and categorized based on location, users, language and beyond, so your messaging is nuanced to the relevant region, while custom access control lets you manage who can retrieve particular assets.

This seamless access to all DEI materials empowers both HQ and regional teams to execute campaigns on time and reduce wasted resources.

Beyond this, our DAM solution saves time and money by automating compliance across your digital assets – something few DAM systems offer:

Papirfly asset showing how its DAM system helps brands manage compliance across their digital assets and DEI communications

Total compliance and total control over your digital DEI assets – Papirfly’s DAM system ensures only approved, on-brand content reaches your marketing channels.

3. Educate your frontline employees with powerful brand portals

To empower frontline workers to create impactful DEI content, they need a deep understanding of your brand. Papirfly’s brand portal makes this seamless by centralizing brand guidelines and campaign materials in one accessible space.

Unlike standard DAM solutions, brand portals ensure employees can easily educate themselves on how to communicate DEI messaging effectively. 

You can create custom campaign or regional pages, clarifying what assets your people can use, available templates and general guidelines. They are simple to make, and you can assign access rights based on country, region and other parameters.

By integrating seamlessly with our DAM software, intuitive brand portals cut search time and provide clear content direction. The result? Consistent, authentic DEI communications across all channels, and employees inspired to be ambassadors for your automotive brand.

Infographic showcasing that 68% of employees say they do not understand their company’s vision, highlighting the need for brand portals - Source: European Leaders

4. Measure the ROI of your DEI communications with real-time analytics

Tracking the effectiveness of your DEI communications is key to continuous improvement. Papirfly’s marketing data and analytics tools provide real-time insights into what content your teams are engaged with across your organization.

With our tools, you can analyze campaign adoption rates to see which assets are being accessed by your dealerships and regional teams. 

You can also gather insights from successful, popular campaigns and apply those insights to underperforming regions, refining your global DEI communications strategy.

With a customizable analytics dashboard, you can focus on the data that matters most – filtered by date, region, and asset type – ensuring your DEI communications remain impactful, data-driven, and consistently optimized.

Papirfly asset illustrating the cost and performance improvements that automated DEI marketing technology offers over a manual approach

Papirfly: Your key to successful DEI communications at scale and under budget

Even as DEI departments disappear across the automotive industry, strong, sustainable DEI communications remain crucial for employee recruitment and retention.

Papirfly’s dynamic Digital Asset Management and Content Creation Suite is the only way to maximize the reach of your DEI content against ever-shrinking budgets. 

Through our smart content creation templates, cohesive DAM system and insightful brand portals, you not only replace the role of a DEI department or team. You take the volume, quality and consistency of these communications to the next level, all while staying within budget.

Ready to create compliant DEI communications at one-third the cost?

Discover how our solutions work for scaling all your on-brand content needs. Explore now.

Table of contents:

  1. 4 ways Papirfly’s solutions deliver cost-efficient DEI communications at scale
  2. Papirfly: Your key to successful DEI communications at scale and under budget

Brand consistency

Brand integrity at scale: Explore key insights from MarTech Dagen 2025

Papirfly
3 minutes read

Over 200 marketing professionals gathered in Oslo for ANFO’s MarTech Dagen 2025. The event centered on the practical application of technology in marketing, showcasing how businesses leverage tools like real-time Customer Data Platforms, marketing automation, and personalized customer dialogues to create valuable customer experiences.

As a sponsor, Papirfly was keen to explore one of today’s biggest branding challenges—maintaining consistency across an ever-growing number of channels—and how the right marketing technologies can help solve it.

The challenge of new channels

Key MarTech Dagen 2025 insight: As brands venture into emerging marketing channels, maintaining a cohesive brand identity becomes increasingly complex.

The proliferation of marketing channels offers brands unprecedented opportunities to reach diverse audiences, using a multitude of formats. However, this expansion often leads to challenges in preserving a unified brand voice. At MarTech Dagen, speakers highlighted the risks of brand dilution when messaging becomes inconsistent across platforms. The consensus was clear: without a centralized approach to brand management, the essence of a brand can easily become fragmented.

Håvard Kvinnesland at BAS Kommunikasjon, explored the rising potential of RCS (Rich Communication Services)—the next evolution of SMS. With features like branded messaging, rich media, and interactivity, RCS offers a new way to connect with customers directly on their phones.

But as with any emerging channel, it introduces a new layer of complexity: How do you ensure consistent branding and tone of voice in a format that feels more like a conversation than a campaign?

Without clear guardrails and centralised assets, there’s a risk that RCS messages stray off-brand—especially when created quickly or by different teams. It’s another example of why structured content governance and easy access to approved brand materials are critical in today’s Martech ecosystem.

Scaling content without losing control

Key Insight: Increasing content production doesn’t have to lead to chaos. Martech tools, such as DAMs, are pivotal in streamlining content workflows.

As the demand for content grows, so does the potential for inefficiencies. Common pain points include workflow bottlenecks, approval delays, and the dissemination of off-brand assets. At the event, industry leaders emphasized the importance of structured content governance. Implementing Martech solutions like DAMs can bridge organizational silos, ensuring that all teams have access to the latest, approved brand assets, thus maintaining efficiency and control.

Brand Integrity: A recurring theme at MarTech Dagen

One concept that surfaced repeatedly throughout the day was brand integrity—and how difficult it is becoming to preserve in the face of increasingly complex marketing ecosystems.

With the rapid rise of new tools, platforms, and AI-powered solutions, marketers are under pressure to move faster and produce more content than ever before. But in this flurry of automation and innovation, maintaining a clear, cohesive brand identity is more challenging—and more critical—than ever.

Speakers at MarTech Dagen pointed to how quickly brand identity can erode when different teams, regions, or agency partners rely on disconnected systems or outdated assets. As AI tools begin generating content at scale, the risk of going off-brand grows exponentially unless the right governance structures are in place.

This is exactly where Papirfly steps in.

Papirfly supports brand integrity at scale by giving all stakeholders—from local marketers to external partners—access to one platform, one source of truth. With pre-approved assets, templates, and guardrails built in, every piece of content, no matter who creates it or which channel it appears on, stays true to the brand.

Papirfly infographic - Multi-tool workflow vs DAM system workflow supporting brand integrity at scale

Conclusion: Time to take control of your brand presence

MarTech Dagen 2025 underscored that brand consistency is achievable, even at scale, with the right Martech foundation. Centralized systems are essential in streamlining brand management across teams and channels. As brands continue to navigate the complexities of a multi-channel world, embracing these technologies will be crucial in maintaining control, coherence, and—above all—brand integrity.

From ideas to impact—without losing control

Explore how a more structured approach to assets and content creation helps brands stay consistent, no matter the platform.

Table of contents:

  1. The challenge of new channels
  2. Scaling content without losing control
  3. Brand Integrity: A recurring theme at MarTechDagen
  4. Conclusion: Time to take control of your brand presence

Digital Asset Management

DAM LA 2025 wrap-up: How AI and DAM innovations are transforming marketing

Papirfly
2 minutes read

Another incredible DAM LA event is in the books! Over two dynamic days, we explored cutting-edge innovations, engaged in thought-provoking discussions, and gained valuable insights into the evolving world of Digital Asset Management (DAM). From AI-powered efficiencies to the growing demand for brand consistency, here’s what stood out at DAM LA 2025.

How AI is transforming digital asset management

Artificial intelligence was a dominant theme at this year’s event, underscoring its growing role in optimizing DAM. From AI metadata tagging in DAM solutions to intelligent asset organization, AI makes it easier for marketing teams to manage, find, and personalize content at scale.

Industry leaders shared how AI-driven workflows streamline DAM operations—reducing manual effort, enhancing accessibility, and ensuring greater efficiency. The takeaway? AI isn’t just a trend—it’s a fundamental shift in DAM strategy, driving scalable digital asset management for enterprises.

The challenge of brand consistency

Ensuring brand consistency across global teams remains a top priority—and a significant challenge. As marketing operations scale, content can become fragmented, leading to inefficiencies, off-brand messaging, and version control issues. Many attendees shared frustrations about the struggle to maintain alignment across channels and regions.

At Papirfly, we showcased how a DAM system for brand consistency empowers teams to create, manage, and distribute content seamlessly—keeping every asset on-brand every time. With centralized asset management, marketing teams can ensure all content aligns with their brand identity.

Breaking silos with DAM solutions

Siloed teams and disconnected workflows are still significant hurdles for many organizations. A lack of visibility in marketing, creative, or product teams slows down production and leads to inconsistent branding. Many attendees were eager to explore solutions that enhance collaboration, streamline approvals, and improve version control.

Elisabeth Knulst, Managing Consultant at EMM Consultancy, highlighted the growing need for DAM and Product Information Management (PIM) systems to work together. Her session, Powering the World of Content – Implementing Agile DAM to Adapt to Constantly Changing Content Needs, explored how integrating these two systems helps brands managing real consumer products streamline product data updates and content distribution. With the right DAM workflows, brands can ensure a seamless content ecosystem that keeps assets accurate, accessible, and aligned with marketing needs.

At our booth, we demonstrated how Papirfly’s modular DAM suite enables cross-functional teams to work more efficiently—ensuring brand governance without bottlenecks. Our DAM workflows for global teams provide structure, allowing marketing teams to operate with agility while maintaining brand integrity.

Why DAM is critical to marketing success

If one message resonated throughout DAM LA 2025, it was this—DAM is no longer a background tool. It is central to marketing technology stacks, ensuring content operations’ efficiency, consistency, and compliance.

As brands navigate rapid digital transformation, an enterprise DAM solution is critical for maintaining seamless content workflows at scale. Whether it’s organizing marketing assets at scale or streamlining marketing operations with DAM, the right system helps brands stay competitive and agile.

See you in New York!

We’d love to continue the conversation if you missed us in LA. And if you’re heading to DAM New York this fall, visit our booth and see us on stage at the 2025 Great DAM Bake-Off! Expect more hands-on demos, insightful discussions, and industry-leading innovations.

Thank you to everyone who stopped by our booth and shared insights. We’re excited to keep pushing the boundaries of DAM and helping brands take their content strategies to the next level.

Table of contents:

  1. How AI is transforming digital asset management
  2. The challenge of brand consistency
  3. Breaking silos with DAM solutions
  4. Why DAM is critical to marketing success
  5. See you in New York!

Employer brand

The role of employer branding in attracting top pharma talent

Papirfly
6 minutes read

In today’s highly competitive pharmaceutical sector, companies face an increasingly complex challenge in attracting and retaining top talent. Traditional recruitment methods are no longer enough in an industry that demands innovation, speed, and expertise. As the pharma industry grapples with a shortage of skilled professionals, the importance of employer branding has never been more critical.

Employer branding goes far beyond simply promoting a company’s products and services—it’s about defining what it’s like to work there. A strong employer brand fosters trust, sets a company apart from its competitors, and signals to potential employees that the organization values their growth, fosters a positive work culture, and is committed to employee well-being. But with the talent market flooded with outdated job descriptions and a lack of differentiation, can pharma companies afford to overlook this key aspect of recruitment?

What makes a strong employer brand?

A compelling employer brand isn’t just about creating a catchy tagline or designing an attractive job posting. It’s the essence of what makes a company a desirable place to work. At its core, a strong employer brand revolves around a clear and compelling Employer Value Proposition (EVP)—a statement that defines what the company stands for and the unique benefits it offers to employees.

In the pharma industry, a successful employer brand highlights elements such as:

  • Career development opportunities: Pharma professionals are looking for growth opportunities that align with their ambition. A strong employer brand offers clear pathways for progression.
  • Commitment to innovation and patient care: Talented individuals in pharma are deeply motivated by the impact they can have on healthcare. A company that demonstrates innovation in treatments and services will attract professionals driven by this mission.
  • Company culture: A strong culture that values collaboration, diversity, and work-life balance can make a company stand out as a desirable place to work.
  • Employee benefits: Today’s top candidates expect more than just a paycheck. Companies that demonstrate a commitment to employee well-being, such as flexible working arrangements, wellness programs, and competitive benefits packages, appeal to the best talent.
4 Key factors influencing employer branding in the pharmaceutical industry - Infographic

But creating a strong brand isn’t enough if the messaging isn’t consistent. Pharma companies must ensure that their brand is communicated uniformly across all touchpoints—job boards, company websites, social media, and recruitment campaigns. Consistency in messaging helps reinforce the company’s values, making it easier for potential employees to identify with the brand.

How employer branding attracts top pharma talent

When potential candidates evaluate where they want to work, one of the first things they consider is a company’s reputation. A strong employer brand increases the trust and credibility of an organization, making it more attractive to high-caliber professionals.

In fact, 56% of pharma companies report significant challenges in hiring for critical positions due to a shortage of qualified professionals (PharmaTimes). However, companies with strong employer brands see 50% more qualified applicants and 33% lower turnover (LinkedIn Talent Solutions). This highlights just how important it is to differentiate through your employer brand, especially when hiring for hard-to-fill positions in the pharmaceutical industry.

A strong employer brand also enables organizations to streamline their recruitment process. Candidates who resonate with a company’s values and culture are more likely to apply, reducing the time it takes to fill key positions and cutting down on recruitment costs. Moreover, it helps reduce employee turnover, as candidates are more likely to stay with companies that align with their personal and professional values.

With growing competition for talent in the pharma industry, having an attractive employer brand isn’t just a “nice-to-have”—it’s a strategic advantage.

How employer branding improves hiring and retention - Papirfly Infographic - Source: LinkedIn

The importance of consistency and authenticity in employer branding

While a strong employer brand can attract candidates, authenticity and consistency are what will make them stay. Pharma companies must communicate their values not just through marketing materials but also through the experiences of current employees. Encouraging your employees to act as brand ambassadors can be one of the most effective ways to communicate your company culture authentically.

Employee testimonials, work-life balance highlights, and showcasing internal initiatives such as professional development programs help potential candidates envision themselves within the organization. It’s about giving candidates an insider’s view of what it’s really like to work at your company, not just what you say in a job posting.

Equally important is maintaining consistency across all platforms, ensuring that every touchpoint—from job descriptions to social media posts—aligns with the company’s core values and messaging. Inconsistent branding can confuse candidates, leading to potential misunderstandings about what the company stands for and whether it’s the right fit.

How to build a consistent and authentic employer brand

In the competitive world of pharma recruitment, building a consistent and authentic employer brand is essential for attracting top talent. However, achieving this requires the right tools and strategies.

Pharma companies, especially those operating across multiple markets, need tools that streamline their content creation process. This allows them to maintain a consistent brand message across different regions, while still being localized for each market. For multinational companies, scaling employer branding efforts quickly without compromising on brand integrity is crucial. Whether it’s for job postings, recruitment ads for social media, or posters for recruitment fairs, maintaining a cohesive and on-brand narrative is vital and can make all the difference in attracting the best talent.

The challenge of outdated job profiles

A significant challenge in pharma recruitment is the prevalence of outdated job descriptions and role profiles. These documents often fail to reflect the evolving culture and values of the company. Worse, outdated content can make a company seem out of touch with current industry standards. In an industry where top talent is in high demand, this can seriously impact a company’s ability to attract quality candidates.

For many organizations, keeping job descriptions and recruitment materials up to date and aligned with company culture is an ongoing struggle. The right tools can help address this. Templated content creation solutions enable teams to quickly update job descriptions and recruitment assets, ensuring the most current, relevant messaging. These tools make it easy to keep job descriptions accurate and in line with the company’s culture, helping to attract the right talent. This proactive approach helps businesses stay competitive in a fast-moving talent market.

Digital Asset Management solutions also ensure that all content, whether recruitment-related or internal, aligns with the company’s branding strategy, providing a unified approach to employer branding that strengthens both recruitment and retention.

The role of company culture in job applications - Infographic - Source: Jobvite

A streamlined approach to employer branding

To tackle these challenges, teams need more than just basic solutions. What they need are Digital Asset Management and on-brand content solutions that streamline the content creation process across all platforms. This allows recruitment teams to scale their employer branding efforts quickly and ensure that every piece of communication—whether it’s a job posting, social media ad, or internal memo—aligns with the company’s core values.

By integrating the right solutions, pharma companies can create globally consistent and locally relevant recruitment materials, which helps attract top talent from multiple markets without compromising brand integrity.

Solving the challenges of employer branding to attract top pharma talent

Building a strong employer brand is no longer optional—it’s a necessity in today’s competitive pharma recruitment landscape.  It helps attract and retain top talent by building trust, reducing recruitment costs, and showcasing what makes your company a great place to work. 

Papirfly’s on-brand content creation and Digital Asset Management solutions enable pharma companies to efficiently scale their employer branding efforts while ensuring their messaging is both globally consistent and locally relevant. These tools enable recruitment teams to quickly update job descriptions and other recruitment assets, ensuring they always reflect the company’s culture and values.

By maintaining consistency, pharma companies can not only build trust with candidates, attract the right talent, and reduce recruitment costs but also retain talent by showcasing what makes them a great place to work.

Ready to enhance your employer brand and attract the best pharma talent?

Explore how Papirfly can help your company create a cohesive, engaging, and consistent employer brand. Stand out in the talent marketplace and attract the best pharma talent.

Table of contents:

  1. What makes a strong employer brand?
  2. How employer branding attracts top pharma talent
  3. The importance of consistency and authenticity in employer branding
  4. How to build a consistent and authentic employer brand
  5. The challenge of outdated job profiles
  6. A streamlined approach to employer branding
  7. Solving the challenges of employer branding to attract top pharma talent

Pharma/Healthcare

5 corporate marketing trends transforming pharma marketing in 2025

Papirfly
5 minutes read

The pharmaceutical industry is facing a pivotal moment in 2025. As digital technologies continue to evolve and patient expectations shift, more pharma companies are discovering the benefits of modernizing their marketing strategies.  To remain competitive and meet the needs of today’s digital-first world, pharma marketers must adapt to emerging trends that drive both operational efficiency and meaningful customer engagement. In this article, we’ll explore 5 key pharma marketing trends and how companies can harness them to modernize their approach.

1. Digital transformation: the new era of pharma marketing

The digital transformation of the pharmaceutical industry is no longer a trend—it’s a necessity.  In 2025, more pharma companies are embracing digital tools and technologies that help streamline operations, enhance customer experiences, and ultimately improve patient outcomes.

AI investments in pharmaceutical companies - Papirfly Infographic - Source: ZS Consulting

For pharma companies, digital transformation is not just about adopting new technology—it’s about rethinking their entire marketing strategy. Automation, AI-driven analytics, and cloud-based solutions are enabling marketing teams to gain deeper insights into customer behavior, personalize communications, and optimize campaigns in real-time.

By integrating advanced technologies, pharma companies are becoming not only more agile but also more efficient. From automating repetitive tasks to making data-driven decisions, digital transformation is helping pharma businesses stay competitive in a rapidly evolving market.

2. Personalization: creating tailored experiences to modernize pharma outreach

Personalization is at the heart of modern marketing, and pharma is no exception. In 2025, pharma companies are leveraging advanced data analytics and AI to create personalized marketing experiences that resonate deeply with individual healthcare professionals (HCPs), patients, and caregivers.

Data-driven trends in pharma industry - Papirfly Infographic - Source: Healthgrades Partner Solutions

Gone are the days of generic messaging. Today, pharma companies are using vast amounts of data to deliver highly personalized content tailored to the unique needs of each audience. Whether it’s offering personalized treatment options to a patient or providing HCPs with content that speaks directly to their practice needs, personalization ensures the right message is delivered at the right time.

By incorporating real-time data into their campaigns, pharma companies are taking personalization a step further. This dynamic approach allows marketing efforts to evolve alongside the changing needs of the customer, ensuring messaging remains relevant and effective.

3. Data analytics: smarter, data-driven decisions for marketing success

Data is the foundation of modern marketing, and its role in the pharma industry is only growing. As big data and advanced analytics tools become more accessible, pharma companies are gaining deeper insights into customer behavior, market trends, and the effectiveness of their marketing campaigns.

Pharma executives' investment projections -Papirfly Infographic - Source: ZS Consulting

In 2025, data analytics will be even more critical for optimizing marketing strategies. By using predictive analytics, pharma companies can forecast patient outcomes, improve clinical trial designs, and develop drug portfolios tailored to evolving market demands. Additionally, real-time tracking helps marketers adjust underperforming campaigns quickly, ensuring continuous optimization and higher ROI.

Harnessing the full power of data analytics allows pharma companies to be agile, efficient, and more responsive—key ingredients for success in today’s rapidly changing market.

4. Social media: A modern channel for real-time patient engagement

Social media is fast becoming an indispensable channel for pharma companies to engage with patients and healthcare professionals alike. Platforms like Facebook, X , LinkedIn, and Instagram provide unique opportunities to connect directly with audiences, share educational content, and gather valuable feedback in real-time.

Healthcare professionals' use of social media - Papirfly Infographic - Source: PharmaExec

In 2025, social media will play an even greater role in educating patients about treatment options, offering real-time updates on new drugs and therapies, and creating an ongoing dialogue with both healthcare providers and patients. The power of social media lies in its ability to foster a more personal and direct connection, making it easier for pharma companies to build trust and offer tailored support. Beyond patient engagement, platforms like LinkedIn and X are becoming key spaces for thought leadership and B2B interactions, allowing pharma companies to build credibility and authority within the medical community.

By embracing social media platforms, pharma companies can reach a wider audience, engage more effectively with patients, and gather valuable insights that can guide future marketing strategies.

5. The role of on-brand content in pharma’s modern marketing landscape

As the pharma industry modernizes, one of the most critical areas for focus is on-brand content creation. With an increasing amount of digital content being produced across various channels, maintaining brand consistency is more important than ever. Companies that deliver consistent, high-quality content that aligns with their brand values will build trust and recognition with their target audiences.

In 2025, the need for on-brand content will be more essential as pharma companies scale their digital marketing efforts. Whether it’s marketing materials for healthcare professionals or patient-facing educational resources, maintaining brand consistency across all touchpoints is critical for ensuring that messaging is clear and trustworthy.

How Papirfly helps pharma modernize marketing and content creation

Papirfly goes beyond what a content management platform provides—it’s a solution designed to help pharma companies transform their marketing operations. By simplifying the content creation process, Papirfly ensures brands can maintain on-brand consistency while increasing efficiency across teams.

With Papirfly, pharma companies can scale content production without sacrificing quality or brand integrity. Whether creating targeted materials for healthcare professionals or developing patient-facing resources, the solutions guarantee that all content aligns with the company’s broader marketing strategy.

Papirfly’s intuitive interface and robust features make it an essential tool for any pharma company aiming to embrace digital transformation. In an industry where speed, consistency, and compliance are critical, Papirfly enables marketing teams to deliver impactful campaigns that drive results and stay ahead of the competition.

By offering customizable templates and collaborative workflows, Papirfly ensures all content produced is consistent, engages the target audience, and upholds brand standards. This streamlined approach allows teams to focus on crafting high-impact campaigns that meet their business objectives.

Embracing the future of pharma marketing

The pharmaceutical industry is at a crossroads. To remain competitive and relevant in 2025 and beyond, pharma companies must modernize their marketing strategies by embracing digital transformation, personalization, data analytics, and on-brand content creation. The trends outlined in this article represent the future of pharma marketing, and those who adapt will thrive.

At Papirfly, we understand the challenges of modernizing pharma marketing and content creation. By offering a solution that enables seamless on-brand content development, we empower pharma companies to stay agile, efficient, and impactful in an increasingly digital world. It’s time for the pharmaceutical industry to embrace the future—are you ready?

Papirfly on building customer trust through content creation - Call to action graphic

Table of contents:

  1. 1. Digital transformation: the new era of pharma marketing
  2. 2. Personalization: creating tailored experiences to modernize pharma outreach
  3. 3. Data analytics: smarter, data-driven decisions for marketing success
  4. 4. Social media: A modern channel for real-time patient engagement
  5. 5. The role of on-brand content in pharma’s modern marketing landscape
  6. How Papirfly helps pharma modernize marketing and content creation
  7. Embracing the future of pharma marketing
Rebranding

Rebrand success: Expert strategies for maximum brand impact

Papirfly
3 minutes read

Rebranding is more than a new logo or tagline—it’s a strategic shift that ensures your brand remains relevant and aligned with business goals. For brand managers, a successful rebrand requires careful planning, stakeholder alignment, and a strong execution strategy.

In a recent webinar, branding experts Maarten Evertzen of VIM Group, Blake Howard of Matchstic, and Espen Harstad from Papirfly shared their insights on why rebrands fail and how organizations can set themselves up for success.

Define strategic drivers and measure success against business goals

Before embarking on a rebrand, establish the underlying business reasons. Are you repositioning to reach a new audience, aligning with a merger, or responding to market shifts? Clarity on your objectives will shape the scope and direction of the rebrand.

Once you have clarified these business reasons, success can be measured by tangible business impact—brand perception, market positioning, and revenue growth—not just visual appeal. Align KPIs with business objectives to track progress effectively.

4 rebranding success metrics - NPS, social media engagement, customer retention rate, revenue growth - Papirfly Infographic image

Conduct in-depth research to inform decision-making

A data-driven approach ensures your rebrand is built on insights, not assumptions. Assess your current brand equity, audience perceptions, and competitive landscape. Avoid rebranding for the sake of change—every decision should serve a strategic purpose.

Plan for full implementation and allocate resources effectively

Rebrand execution extends far beyond design. Updating assets across all touchpoints—digital platforms, physical locations, internal materials—can cost 15-20 times more than the design phase alone. Budget accordingly to avoid hidden costs and disruptions.

For every dollar you spend in design, you would be paying between $15 to 20 in implementation. And that’s a figure people are not always aware of. You need to budget the actual change process itself, not just the design.

Choosing the right agency partner is equally critical. Seek a team with relevant industry experience and a collaborative approach that aligns with your internal culture. Look for agencies that provide strategic insight and creative guidance, not just execution. Ensure there’s good chemistry and a shared vision between your team and the agency.

Benefits of working with a design agency on your rebranding strategy for better perspective and efficiency - Papirfly infographic

Engage internal stakeholders early and drive cross-departmental alignment

Even if confidentiality is required, involving key internal teams from the outset ensures smoother implementation. Marketing, product development, HR, and operations all play a role in embedding the new brand.

Clear internal communication fosters buy-in and ensures employees can confidently represent the refreshed brand. Externally, customers and partners need to understand the rationale behind the rebrand to maintain trust and engagement.

Execute a phased rollout and manage timelines realistically

A phased approach reduces risk and allows for refinements along the way. Prioritize high-impact brand elements—website, social media, key marketing materials—before transitioning less visible assets.

Avoid the temptation to rush the process. A well-paced rollout ensures consistency and minimizes operational disruption.

Illustration highlighting key elements of a phased rebrand rollout, including visual identity, digital assets, brand messaging, product packaging, promotional materials, and intellectual properties.

Use the rebrand as a catalyst for operational improvements

Beyond aesthetics, rebranding presents an opportunity to streamline workflows, update brand governance, and improve asset management. Implement tools that enhance efficiency and enable teams to maintain brand consistency at scale.

During a rebrand, you can educate people not only on the brand, but also on how they can execute faster with more efficiency and more effectiveness in going to market with the new brand.

By following these strategic principles, brand managers can navigate the complexities of a rebrand with confidence—ensuring the new identity resonates both internally and externally while driving meaningful business impact.

Need a solution to help deliver your rebrand?

Learn how technology can facilitate your rebranding strategy implementation and also improve operational effectiveness. Discover now.

Table of contents:

  1. Define strategic drivers and measure success against business goals
  2. Conduct in-depth research to inform decision-making
  3. Plan for full implementation and allocate resources effectively
  4. Engage internal stakeholders early and drive cross-departmental alignment
  5. Execute a phased rollout and manage timelines realistically
  6. Use the rebrand as a catalyst for operational improvements

Employer brand

Driving the future: Recruiting top talent in the evolving automotive industry

Papirfly
3 minutes read

The automotive industry is undergoing a fundamental transformation. As electric vehicles (EVs) and digital technologies reshape the landscape, traditional roles like “building a car” are evolving into “programming a car.” To stay ahead, automotive companies must attract tech-savvy talent—engineers, data scientists, and AI specialists. For HR leaders, creating fast, consistent, and compelling recruitment campaigns is essential to meeting this challenge.

The challenge: Recruiting in the EV era

In the age of EVs and digital transformation, HR leaders face several key challenges:

1. Adapting to a new talent landscape

Demand for software engineers, AI specialists, and data scientists in the automotive industry has surged. The global automotive software market is projected to reach $43 billion by 2027. Yet, many companies struggle to position themselves as the right employer for this evolving workforce. With increased competition from tech firms and startups, automotive brands must highlight their unique advantages to stand out. This includes showcasing their role in cutting-edge innovations, sustainability efforts, and the impact of their technology on the future of mobility.

Papirfly Graphic with automotive software growth prediction of $43 billion. Source: alliedmarketresearch.com

2. Staying agile in a rapidly changing industry

Innovation in EVs and digital technologies moves at an unprecedented pace. Recruitment campaigns must evolve just as quickly—outdated messaging risks making a company seem irrelevant to prospective candidates. HR leaders must develop agile strategies that allow them to swiftly adjust messaging, ensuring their employer brand stays aligned with industry trends. Additionally, leveraging real-time data insights can help HR teams refine job descriptions, highlight in-demand skills, and tailor outreach to match shifting workforce expectations.

3. Building a consistent employer brand

Differentiation is critical. Automotive companies need to communicate clearly and consistently why they are the ideal choice for top talent. Without a strong and unified employer branding, attracting the right candidates becomes increasingly difficult. A well-defined employer brand not only strengthens recruitment but also enhances employee retention, as candidates are more likely to stay with companies that align with their values and career aspirations. Consistency in branding across digital platforms, job descriptions, and social media is essential in reinforcing credibility.

4. Balancing global consistency with local relevance

While the EV revolution is global, recruitment strategies must resonate locally. Companies must develop localized content tailored for specific markets while maintaining alignment with their global employer brand. Cultural nuances, regional job expectations, and local talent pools all play a role in shaping recruitment strategies. By ensuring recruitment messaging is adaptable yet consistent, companies can engage candidates more effectively while maintaining a cohesive global identity.

Meeting HR challenges in the automotive sector

HR teams must ensure their recruitment strategies reflect industry changes, stay competitive in talent acquisition, and establish a strong employer brand. The ability to swiftly update recruitment campaigns, reduce time-to-market for content, and maintain consistency in messaging is crucial. Companies that effectively execute these strategies will build trust with prospective hires and strengthen their position as an employer of choice. Additionally, integrating digital tools that streamline recruitment efforts—such as AI-powered resume screening, automated workflows, and data-driven insights—can significantly enhance efficiency and outreach.

The solution: How Papirfly empowers automotive recruitment

Addressing these challenges requires a solution that enables agility, consistency, and efficiency. Papirfly’s Digital Asset Management and on-brand content creation solutions empower HR teams to create recruitment campaigns that evolve with industry trends, attract top talent, and reinforce a strong employer brand—globally and locally. By centralizing assets, ensuring brand consistency, and offering intuitive tools for customization, Papirfly allows organizations to scale their recruitment efforts efficiently. With built-in compliance features, seamless collaboration, and localization capabilities, recruitment teams can maintain messaging accuracy while adapting to regional needs.

Automotive Employer Branding is easy with Papirfly - find out how we can help.

Table of contents:

  1. The challenge: Recruiting in the EV era
  2. Meeting HR challenges in the automotive sector
  3. The solution: How Papirfly empowers automotive recruitment

Brand management

The rebrand process: 3 tips for better collaboration between marketing leaders and design agencies

Papirfly
8 minutes read

Rebranding is a process every business must go through to stay relevant in an ever-evolving landscape.

As customer attitudes change and your own visions and values naturally shift, occasional refreshes are crucial to your company’s long-term development. While there’s no hard and fast rule about exactly when to rebrand, the vast majority of S&P 100 companies revitalized their identity in their first seven years of existence.

While these activities are a strategic necessity, change is often hard. Any rebrand, regardless of its size or scale, requires a significant investment of time, resources and creative energy:

Papirfly infographic illustrating the cost of the rebranding process in terms of money, time and content creation - Sources: ikon, Rebranding Experts, Bynder

With so much at stake, maintaining a consistent brand image in the months and years following the initial rebrand rollout is an essential part of making it stick.

Before a company’s refreshed brand can truly take off, realizing this new direction calls for close collaboration between a company’s in-house marketing leaders and the outside design agency they’ve chosen to lead the way.

Without consistent, coherent communication between a company and their third-party creatives at every stage, these big projects can take longer to complete, send costs soaring, and lead to a disjointed identity post-rebrand.

Whether you’re an organization eyeing a new identity, or a third-party agency being brought on to develop a refreshed look and feel, in this article we outline 3 ways to achieve better collaboration between marketing leaders and design agencies – advice you can use to complete these projects efficiently, so you can build a platform for long-term brand consistency across channels.

Marketing leaders and design agencies: Combining strengths for a successful rebrand

The best, most sustainable rebrands are formed through the combined efforts of a company’s internal marketing teams and a supporting design or marketing agency. While it may be tempting for in-house marketing leaders to “go it alone”, both sides bring much-needed strengths to the rebranding process:

Papirfly infographic outlining the strengths of in-house marketing leaders and design agencies during the rebrand process

In-house marketing leaders: The grounding force

The in-house marketing team champions the existing brand and drives the rebranding strategy forward. They live and breathe their company’s values, vision and visual identity, enabling them to identify where changes must be made based on their market position, business goals and how customers are evolving.

Beyond this, they will also be key to setting the objectives and parameters of the rebrand project, coordinating all internal stakeholders each step of the way. And, perhaps most importantly, they will be responsible for ensuring the new brand identity is consistently applied long after the rebrand rollout.

External design agencies: The creative spark

If internal marketing leaders are the grounding force of any rebrand, design and marketing agencies act as the creative spark that bring the specific goals and visions of a rebrand to life:

  • They provide a fresh, outside perspective, not blinkered by company culture or past decisions, enabling them to innovate their clients’ visual identity and brand messaging
  • They offer specialist expertise in creative concepts and design, bringing industry knowledge, trends, insights and strategic thinking that can elevate a brand’s in-house resources
  • They often have a broader skill set, with experts in graphic design, UX and digital marketing to help internal teams deliver all aspects of the rebranding process to a high standard
  • They can fully devote their time and resources to driving the rebrand forward, giving internal marketers the capacity they need to manage the day-to-day demands of brand management

All this is to say that, when it comes to delivering a fruitful rebrand, two heads are better than one. Not only does success require the base knowledge and structure of a company’s marketing leaders, it also demands the ingenuity and expertise of an agency partner to bring the right ideas to life.

However, without solid communication between both sides at every stage, it can be easy for these projects to quickly succumb to common rebrand mistakes. To stop this from happening next time you’re given the greenlight , finding effective ways to collaborate should be one of your top priorities.

Common rebrand mistakes

Papirfly infographic presenting 6 consequences of poor collaboration during the rebrand process

3 techniques and tools for exceptional collaboration during the rebrand process

1. A united approach to brand auditing and strategic planning

First, it’s important that every individual involved in the rebrand process begins on the same page. A ‘staggered start’ to a project of this scale can quickly snowball into further delays, while any last-minute second-guessing can lead to costly changes that should have been agreed earlier.

So, how do you avoid these monumental projects faltering at the first hurdle? In our view, it’s important to get both sides of the rebrand team actively involved in the initial steps of a rebrand:

  • Auditing a brand’s perception and presence
  • Setting out the long-term marketing strategy
  • Agreeing the overarching objectives

While it may seem obvious that the in-house marketing leaders handle the brand audit alone due to their close proximity to what goes on, it can be beneficial for a design agency to conduct their own separate audit. Their impartial perspective may highlight issues and opportunities that internal teams overlook.

From here, both sides can then compare and contrast their findings, bringing all viewpoints to the table to establish a shared starting point. With everyone on the same page about the problems and possibilities, you can take a holistic approach to how the vision, values and visual identity of the brand should evolve.

Settling this from the outset should mean the rebrand process runs smoothly from start to finish, with expectations established on all sides.

Asset linking through to the rebranding journey of Papirfly customer PostNord

2. An interactive way to present a new visual identity

Creating the concepts for a refreshed visual identity is a back-and-forth process where clarity is key. It’s vital that a design agency can clearly pitch their rationale behind new logos, color palettes, typography and wider design files to the internal marketing team.

Any breakdown in communication here can set the rebrand process back significantly. Misinterpretations might result in the creation of multiple iterations that cost both agencies and their clients precious time and money, all while generating tension between all stakeholders.

When brand presentations fail to educate and enthuse clients

Papirfly infographic highlighting 4 repercussions of poor rebrand presentations

While slideshows and mood boards can certainly help agencies visualize their concepts, the best approach to rebrand presentations involves using a brand portal.

A brand portal is an online hub designed to house everything that makes up a brand’s identity. From examples of visual elements to dedicated brand guidelines and style guides, these portals can act as a vivid representation of how a brand looks and feels.

Building a brand portal in the style of the new rebrand allows a design agency to showcase their concepts in a more dynamic, interactive way. Then, the in-house marketing teams can engage with it in their own time, fully immersing themselves in this refreshed identity now and in the future.

By providing this all-round, hands-on picture of a renewed identity, all sides stay on the same wavelength and can reach faster decisions on any desired changes. Plus, it can greatly reduce the risk of misunderstandings, so there’s no delay in reaching the final, agreed-upon concept.

Using a brand portal for a design presentation

Papirfly infographic presenting 4 of the benefits of using a brand portal to present a rebrand to internal marketing teams

3. Bring all rebranded assets together in one place

When the core concepts for a new brand are signed off and settled, then comes the hard task of replacing old branded content with new, refreshed assets.

From website graphics, digital advertising assets and social media profiles, to signage, packaging and physical collateral – every customer-facing material must consistently reflect this new brand identity.

Managing these digital assets is one of the biggest challenges of any rebrand, especially when it comes to multichannel marketing. Without effective communication between internal marketing teams and external design agencies, it’s all too easy for required assets to be missed, or for newly created materials to be lost in email chains or disorganized servers.

So, to fulfill this task in the most seamless, efficient way possible, we suggest two important steps:

Create a shared checklist of all required brand assets

First, it’s crucial to set up a complete list of every place your brand assets are currently used. Both digital and physical channels, internally and externally.

Using an online spreadsheet or similar collaborative tracking tool, assign team members to investigate the entire marketing ecosystem, logging everything you find in this single shared list.

Once this is complete, it can then be shared with the people responsible for creating the rebranded assets – be that the design agency or in-house professionals using on-brand content creation tools. This will ensure that no stone is left unturned, so there isn’t any remnant of your old branding present when you hit the big red launch button.

Papirfly infographic highlighting different marketing assets that should be included in a rebrand checklist to ensure brand consistency across channels

Use Digital Asset Management (DAM) software to centralize all materials

With the new brand shaped and the full remit of refreshed content created, setting up an enterprise Digital Asset Management (DAM) system for your marketing teams helps them bring all up-to-date marketing materials into one centralized, orderly digital asset library.

Why is Digital Asset Management important for structuring your rebrand? DAM tools act as a “single source of truth” for a brand, bringing all content together in a comprehensive repository that teams can access worldwide, whenever they want.

As you can imagine, during a rebrand, this structured approach to media asset management is vital. The right DAM software ensures the new wave of collateral isn’t scattered around in email threads or on disparate servers.

On top of that, because a DAM is a cloud-based solution, all stakeholders can access it in real-time. That means if you’ve split the roles and responsibilities of creating marketing materials between the internal teams and the design agency, both sides can log their content in the system immediately.

Efficient Digital Asset Management workflows allow for seamless collaboration during this often arduous content creation stage. With everyone involved bringing their work together into one shared space, the rollout of your various types of brand assets can be handled smoothly, keeping projects on schedule and consistency at the core of every channel.

The benefits of Digital Asset Management don’t stop with the rollout. A high-quality DAM system will then be a vital ally in reinforcing the rebrand over the weeks, months and years ahead, which is key to keeping your new identity at the forefront of customers’ minds.

By empowering your users to organize, locate and distribute assets using intuitive tags and categories, choosing a DAM solution for your branding team helps you make sure future content is created and published the way it’s intended, with zero risk of compromising your core identity.

Papirfly infographic noting 4 benefits of using Digital Asset Management (DAM) systems during a rebrand

Working together toward a rewarding rebrand

A rebrand by its very nature can be a risky proposition. Get it wrong and it can seriously damage your reputation in the eyes of customers – as organizations such as Tropicana, GAP and Pizza Hut have learned the hard way.

But, rebranding is an integral part of a brand’s survival. By fostering strong communication and collaboration between your in-house marketing teams and your chosen design agency, you put yourself on the surest footing to achieve a rebrand that resonates with audiences, covers all bases and drives business growth.

We hope that the suggested techniques and tools outlined in this article make your next rebrand as seamless as possible, and puts the foundation in place for long-term brand uniformity under your new identity.

Table of contents:

  1. Marketing leaders and design agencies: Combining strengths for a successful rebrand
  2. 3 techniques and tools for exceptional collaboration during the rebrand process
  3. Working together toward a rewarding rebrand
Brand management

Accelerating Campaign Speed: Dealer Marketing for Automotive Launches

Papirfly
4 minutes read

In today’s fast-paced automotive industry, speed is crucial. With new models being released more frequently and consumer expectations changing rapidly, automotive brands face mounting pressure to launch campaigns quickly and consistently across their nationwide dealer networks.

Yet, many brands find themselves stuck in neutral when it comes to dealer network campaign deployment. Coordinating marketing efforts across hundreds of independent dealers while maintaining brand consistency and meeting tight launch timelines is no small feat.

The high cost of slow campaign deployment

For automotive brands, traditional dealer network rollout strategies present significant challenges that can hinder launch success and impact brand reputation:

Reasons why dealer networks often have slow marketing campaigns - Papirfly infographic
  • Marketing teams spend excessive time on manual asset creation for multiple dealers
  • Lengthy approval processes delay crucial campaign components across the network
  • Brand messaging varies between independent dealers, leading to market inconsistency
  • Dealership marketing teams wait on corporate for localized materials
  • Delayed dealer campaign launches result in missed market opportunities

These delays don’t just inconvenience dealer networks; they seriously affect the bottom line. In an industry where a single day’s delay could mean millions in missed opportunities and lost revenue, accelerating dealer campaign deployment isn’t just an operational goal—it’s essential for success.

The Agency Connection: Supporting dealer marketing partners

A critical aspect of automotive marketing is creative agencies’ role in dealer campaign deployment. Many independent dealers work with trusted agency partners to create local campaigns and engaging content, where success lies in balancing dealer creativity with brand consistency. Modern dealer network platforms enhance these agency relationships by transforming how teams work together.

Agencies gain immediate access to approved dealer marketing assets and streamlined approval processes, while collaboration between corporate teams, dealerships, and their agencies becomes seamless. This unified approach ensures brand compliance while supporting dealer marketing creativity and significantly reduces time spent on repetitive asset creation.

When teams adapt their collaborative processes and digital solutions, automotive brands can unlock new levels of efficiency and creativity across their dealer networks — laying the foundation for transformative improvements in dealer network marketing.

Transforming dealer network marketing

Forward-thinking automotive brands are adopting modern dealer network marketing strategies to reshape their campaign deployment. This new model empowers independent dealers while maintaining corporate oversight, striking the perfect balance between speed and consistency.

Key Elements of Success

Centralized Asset Creation with Dealer Flexibility: At the heart of modern dealer marketing lies a flexible yet controlled system of asset creation, where dealers can customize master templates while staying within brand guidelines. The system automatically adjusts content sizes across marketing channels, while built-in compliance controls maintain brand standards throughout the network, creating an efficient balance between dealer autonomy and brand integrity.

Streamlined Processes and Technology: Speed and efficiency are achieved through automated approval workflows and template-based production methods that accelerate asset creation and deployment. With real-time collaboration between corporate and dealership teams, plus instant reformatting capabilities for various marketing channels, dealers stay equipped with current materials while maintaining clear visibility into campaign status across the network.

Real Results from Leading Automotive Brands

Major automotive manufacturers like BMW, Mercedes-Benz, and Volkswagen embracing modern dealer network marketing are experiencing transformative improvements across their operations. These leading brands have dramatically reduced their campaign deployment times while significantly cutting creative production costs.

As seen in BMW’s recent network transformation, local marketing has become more efficient through streamlined customization processes, all while maintaining stronger brand consistency across their global networks. From Audi to Toyota, new model launches reach the market faster, and dealer marketing resources are utilized more effectively than ever before. Premium brands using this approach have revolutionized their deployment process—BMW, for example, transformed what was once a weeks-long dealer network rollout into a smooth operation that rapidly reaches their entire dealer base in just days.

BMW dealer network marketing - Papirfly customer story

The Path Forward: Building an Effective Dealer Marketing Ecosystem

Automotive brands looking to accelerate their dealer network campaigns should consider these steps:

Step 1: Assess Your Current Dealer Process

  • Evaluate existing dealer campaign deployment workflows
  • Identify bottlenecks in dealer network marketing
  • Calculate the cost of delayed dealer launches

Step 2: Build the Right Foundation

  • Implement a centralized dealer marketing platform
  • Establish comprehensive dealer asset management
  • Create automated workflows for dealer compliance
  • Enable self-service capabilities for dealership teams
  • Integrate with existing dealer marketing systems

Step 3: Empower Your Dealer Network

  • Provide user-friendly tools for dealers and their agencies
  • Establish clear communication across the network
  • Foster collaboration between corporate and dealer marketing teams
  • Support dealer creativity while maintaining brand control
  • Offer comprehensive training for all dealer users

The Future of Automotive Marketing

As the industry evolves—with electric vehicles, direct-to-consumer sales, and digital showrooms becoming the norm—swift and consistent dealer network execution becomes increasingly vital. The automotive landscape demands brands that can execute with precision and speed. Success will belong to those organizations that launch dealer campaigns at market speed while maintaining perfect brand consistency across their network. This means empowering independent dealers with the tools they need while protecting brand integrity, and scaling marketing operations efficiently to meet ever-growing market demands. The automotive brands that master this balance of speed, consistency, and scalability will be best positioned to thrive in this rapidly evolving industry.

Accelerate Your Dealer Network Marketing Today

The technology exists today to transform your dealer network campaign deployment from a months-long marathon into a sprint. Modern dealer marketing platforms enable automotive brands to accelerate their go-to-market speed dramatically while maintaining brand consistency and compliance across their dealer network.

The question isn’t whether to modernize your dealer marketing approach—it’s how quickly you can shift. In today’s competitive automotive market, the brands that can launch fastest across their dealer networks will ultimately win the race for consumer attention and sales.

Ready to accelerate your dealer network marketing? Learn how BMW and other leading automotive brands are transforming their campaign deployment speed while maintaining perfect brand consistency across their dealer networks. Read the full story of BMW’s dealer network transformation.

Papirfly Suite customer story - How BMW unified communications across seven countries using a centralized dealer marketing system

Table of contents:

  1. The high cost of slow campaign deployment
  2. The Agency Connection: Supporting dealer marketing partners
  3. Transforming dealer network marketing
  4. The Path Forward: Building an Effective Dealer Marketing Ecosystem
  5. The Future of Automotive Marketing