The VML–Adobe collaboration is a strategic transformation . It aims at modernizing how VML delivers creative, content, media, data, and experience work. This alignment occurs by integrating its internal Content Supply Chain (CSC) with Adobe technologies. It also utilizes WPP Enterprise Technology tooling and VML’s new offerings model.
MY ROLE: I managed the discovery through design.
1. Build a clear understanding of VML’s current operational reality
2. Identify where Adobe solutions can accelerate efficiency, quality, and scale
3. Co-design the “TO-BE” state of VML’s offerings and operations
Details of my work are confidential. This is a glimpse of what I, and the team, have been working on.
Identifying the offerings end to end
VML’s current environment suffers from siloed, non‑standardised tools used across agency teams, service lines, and regions. The organisation has run through a number of mergers in the previous years and created operational groups to redefine the go to market offers.
I reviewed these offers to to build out contextual interviews with the global leads to better understand their product propositions and identify key people to co-create and share the ‘How’
As-Is
I created workshops that are structured working sessions. These sessions are designed to map VML’s current ways of working. They identify gaps and pain points. They also validate Adobe’s technology against real workflows.
They bring together VML capability leaders, WPP Enterprise Technology, and Adobe specialists to ensure the future tooling, workflow, and operating model are fully aligned.
These were a mix of in person and virtual as the offerings and people are distributed.
Outcome
I was able to produce some simple service blueprints to express how the offerings delivered today. These blueprints allowed the organisation to ‘see’ itself and understand what would need to be true to execute on their technology vision.
Miguel Edwards 