Worldwide Ad Agency Adopts Quickcut Workflow

Leo Burnett Print Management has implemented the Quickcut system for print advertisement verification and delivery in its digital workflow.

Leo Burnett Print Management has implemented the Quickcut system for print advertisement verification and delivery in its digital workflow.

The selection of Quickcut followed a lengthy evaluation of workflow alternatives for digital advertising production and caps several months of product testing said Quickcut.

Leo Burnett Print Management, the production arm of Leo Burnett USA and its media-buying agency, Starcom Mediavest Group, have begun using Quickcut's software suite and global publication specifications database to develop, verify and deliver print advertising to publishers in the USA and internationally for a specific client.

Leo Burnett Print Management's aim is to make Quickcut an integral part of the agency's digital workflow and according to Jim Mikol, the senior vice president and director of print management, Quickcut's approach to digital advertising production uses each publication's exact production specifications, including colour profiles, to guide and manage advertising materials from the point of creation to the point of print delivery said the company.

It is said to ensure print results will match what the client expects and the publisher requires, while promoting significant process efficiencies.

Commenting on the application of digital workflow, Mikol said: "We're focused as an agency to provide the best quality work and to deliver it in the best way possible and in the least amount of time and that means we must drive out inefficiencies at the creative, proofing and fulfilment stages.

Products like Quickcut that address advertising workflow as a continuum rather than as a series of isolated steps provide the advertising community with the best opportunity to achieve those goals." Leo Burnett USA plans to phase in the use of Quickcut as publishers accept files through the Quickcut network, with the intent of using it for print advertising workflow worldwide.

Publications receiving Quickcut print advertisement files from Leo Burnett Print Management and Starcom Mediavest Group currently include prominent titles in North and South America as well as in the UK.

Dean Benjamin, executive vice president of Quickcut North America said: "The name Leo Burnett is synonymous with advertising the world over and we are pleased and honoured to have Leo Burnett Print Management as a client.

The adoption of Quickcut here in the US by a top 10 global agency broadens our position as the leading international supplier for digital advertising production and it will facilitate our expansion in North America." Leo Burnett USA is the flagship office of Leo Burnett Worldwide, a wholly owned subsidiary of Publicis Group, which comprises a global network of over 200 operating units and 96 full-service advertising agencies in 84 countries.

Leo Burnett USA's client roster includes such brand names as Kellogg's, Procter and Gamble, Heinz, Fiat, Visa, McDonald's, Hallmark, Oracle, Morgan Stanley and Walt Disney.

Starcom Mediavest encompasses an integrated network of 110 offices in 67 countries that fuels brand-building results for many of the world's leading companies.

Also a subsidiary of Publicis Group, SMG specialises in media management, internet and digital communications, response media, entertainment marketing, sports sponsorships, event marketing and multicultural media.

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