Overview

AC Delco distributes its products through a worldwide network of automotive repair facilities that service any make or model of vehicle in two hours or less. Part of ACDelco’s business strategy is based on volume production on a global scale to ensure competitive pricing in the auto parts industry. With such a vast international network, the company faces a marketing challenge to ensure consistency and integrity of the brand.

Business Issue

With the growing complexity of marketing material and the need for local customization (language, currency, layout, and tone), marketing managers at ACDelco International were overwhelmed by the sheer volume of advertising- and guideline-related requests coming in from service centers and local offices.

BrandWizard Response

BrandWizard created a multi-lingual Brand Toolkit and AdWizard to address ACDelco’s challenge.

The Toolkit is an online repository for translated logos, ad templates, brand guidelines and regional administrative tools, while the AdWizard allows users to create custom newspaper and direct mail ads with translated headlines and body copy in 12 languages, across Asia-Pacific, Europe, the Americas and the Mideast. Translated logos are available in a range of foreign-language character-sets for download and placement into master templates.

Warehouse Distributors and Service Center Operators set access privileges to ensure that each user type gets the exact content and guidance (s)he needs to accurately represent the ACDelco brand. The system allows central marketing to control the raw materials while allowing the local markets quick, easy and cost-effective access.

Business Result

The ACDelco International Brand Toolkit and AdWizard solution supports users from 212 countries across 12 languages. BrandWizard and ACDelco continue to partner on improvements to the system as technology and business needs evolve.