About Lockton
Lockton is the world’s largest privately held insurance brokerage, with over 135 offices and over 12,500 associates globally. Known for its unique tone of voice and expert insights into emerging trends and risks, Lockton distinguishes itself through thought leadership, localized campaigns, and a commitment to delivering standout client experiences across every market it serves.
Intro
When you have 135 offices worldwide, managing content creation is a nightmare. Collaborating with different teams, waiting for the headquarters to send you guidelines, creating on-brand content... These are common hurdles companies like Lockton have to deal with.
We chatted with Ashleigh Arthur, Head of Creative and Design at Lockton UK. Ashleigh explained how collaboration and brand governance were tough to achieve with their previous content creation process. She highlighted 3 pain points they were having:
- Production processes were slow due to a lot of back-and-forth
- Content was often off-brand, and there was no way to control it
- They didn't have clear visibility into how their content was performing
All this while trying to stand out in a pretty competitive market.
“The biggest challenge would be standing out in quite a crowded market and creating really engaging content that drives actions.”
So far, to date, Lockton has:
“Now that we’ve introduced Foleon, we can really be very consistent. We are able to create content a lot quicker.”
Ashleigh Arthur, Head of Creative UK & Europe, Lockton
Overcoming content bottlenecks
The issues Lockton faced are not at all unusual in big corporations. Struggling to collaborate across teams or keeping an overview of what everyone creates is hard when you have to align with a global brand.
Facing slow content processes
Without a central place to gather all the content, processes were longer.
“Previously, projects would take a lot longer. Our content wasn't as easy to find. If information was outdated, getting that updated was a longer process.”
The most frustrating part of content creation in a big company is being dependent on many different stakeholders. Everyone has their own way of providing feedback; regrouping everything is a nightmare.
“There were a lot more back-and-forths with stakeholders.
Dealing with strained collaboration across teams
All companies want their content to look good. But they usually rely on only a handful of designers to support their global efforts, creating design bottlenecks and limiting flexibility.
The issue is that when you give teams more flexibility, they tend to go off-track and off-brand easily.
“There were some differences, like introducing the Lockton tone of voice and branded templates aligned with our brand guidelines. Every team has different goals, so bringing those together and keeping everyone aligned wasn’t always easy.”
Lack of performance data on their content
Not being able to track and analyze the performance of their content meant they couldn’t easily prove content effectiveness to internal stakeholders.
“We couldn’t measure our content for engagement, and we couldn’t see if it was working well for our clients.”
And what's the use in creating amazing content when you can't know its impact?
Reaching a streamlined content production process
Foleon provided Lockton with a streamlined, collaborative platform for creating interactive, brand-consistent content at scale, while empowering teams with analytics to measure success.
Collaborating better on content and improving processes
With a central place to create content and leave feedback, processes completely changed.
“Things have improved greatly… we're able to collaborate better across our teams… there’s improved alignment.”
The biggest game-changer for Lockton was the ability to collaborate with multiple users within the platform.
“Multi-user collaboration is fantastic… designers and marketers can all work together seamlessly.”
Sticking to deadlines and managing expectations was no longer an issue.
“We can send work to our stakeholders and clients in a much more seamless way.”
Getting brand control and consistency
With Brand Kits and Templates, Lockton empowered more people to create always-on-brand content.
“Better control over our brand and brand consistency, which is really great. Templates and brand control were the most important for making the decision.”
Templates allow them to create content much faster than before.
“Once we build templates, we can duplicate and reuse them; it’s really seamless.”
Offering better client experiences
Lockton creates Docs for their customers to find all the relevant information in one place. With Foleon, they've improved their customer journey.
“Microsites have proved invaluable; clients have all their content in one place.”
Gaining time back, the team was able to focus on more strategic approaches for their content creation process.
“We’ve been able to think about the customer journey in a more succinct manner.”
And they've received positive feedback from clients.
“Clients are saying they’re having a better experience all around.”
Improving content engagement
Ashleigh's words speak for themselves:
“We’ve seen massive improvement in engagement, lead generation, and producers find it valuable.”
The bottom line
Collaboration and governance will always be common pitfalls for big companies when creating content. But with the right processes in place, they can easily be avoided. Lockton is proof that, even when you work in a multinational company, you can keep your content on brand and effective!
Have a look at this impact report Lockton created with Foleon.
What’s next?
Lockton is already expanding Foleon’s use into new use cases like HR onboarding, events, and improving internal associate experiences. As the UK team continues to strive with its content, new teams are onboarding on Foleon, starting with the US.
Are you struggling to collaborate across teams and departments on content creation? Foleon can definitely help with that. Let's chat!
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