How Wpromote cut concept brief time by 60% while improving quality
Wpromote’s creative department was looking for innovative ways to reduce the time and bandwidth to create innovative, high-performing ads that form the foundation of a successful paid media strategy.
60% decrease in time per concept brief
30% increase in quality of concept briefs
50%+ increase in capacity per creative strategist
Overview
Wpromote is an award-winning digital marketing agency with offices across the United States.
Named the Leader in the Forrester Performance Marketing Wave, Wpromote helps brands Think Like A Challenger to drive transformational growth. Challenger clients include leading brands such as Whirlpool, Adobe, Vuori, TransUnion, Frontier Airlines, and more.
Wpromote’s mission is to build and deploy holistic, agile marketing strategies that drive significant results for their clients.
Challenge
Scaling creative concepting
Wpromote's performance creative team—responsible for driving creative strategy, design, and production for paid media across the marketing funnel—needed to find more efficient ways to support an expanding client base.
Successful paid media relies on developing and testing a high volume of new creative ad concepts. The process of developing these concepts, turning them into client-facing materials, and then finalizing them was incredibly time-consuming. This limited the team’s capacity to deliver more for existing clients and take on new projects.
The team knew they needed a way to speed up the process without compromising on creativity or quality of output — which would ultimately help their clients scale faster.
Solution
An AI-assisted process to generate high-quality, client-specific concept ideas the team can elevate.
Wpromote partnered with Melior to streamline the creation of brand-driven concept ideas and convert them into pitch-ready briefs. The goal was not just to increase efficiency, but to elevate the quality of creative concepts, ensuring that Wpromote maintained its client satisfaction and competitive edge.
We worked with the team to design an AI-assisted process that uses tailored AI prompts rooted in brand identity and voice to generate, refine, and flesh out concept ideas. This AI workflow incorporates insights on past successful campaigns, client-specific context, and “gold-standard” examples to maximize concept quality. But human creativity still drives this process - AI outputs are the raw clay that Wpromote’s strategists mold into final concept vision and execution.
This process dramatically reduced Wpromote’s time per brief. Assisted by AI, the creativity and ingenuity at the core of the team’s culture is now channeled in a much more productive way— the team’s creative strategists are able to create a greater volume of higher-quality ads for their clients in less time.
Results
Melior’s AI workflows are helping Wpromote improve efficiency and raise the bar on quality
Since teaming up with Melior to create their AI-assisted creative process, Wpromote’s team is seeing:
- 60% decrease in time per concept brief
- 30% increase in quality per concept brief*
- 50-100% increase in client capacity per creative strategist
*Wpromote conducted blind testing to evaluate the quality of AI-assisted concepts against traditionally created ones. Creative strategists not involved in the process rated the concepts on a scale of 1-10, revealing a significant improvement in quality with the AI-assisted approach.
This is one of many AI-assisted workflows that Melior has helped Wpromote roll out, enabling the agency to deepen its competitive edge and deliver better for its clients.
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