Aprimo aims to optimise marketing

Aprimo Agency helps marketing agencies automate and streamline their processes

Enterprise Marketing Management specialist Aprimo has launched a new product designed specifically to help marketing agencies to automate and streamline their processes, boosting productivity.

Aprimo Agency covers the entire production process from brief to execution, according to the firm's European managing director, Andrew Yates.

"We're seeing a surge in [these solutions] in the past two years because the board is putting the marketing department under a spotlight – they have to become more accountable," Yates explained. "IT is also getting more involved now, whereas previously they left it alone, because how do you automate a people-centric, creative business?"

Aprimo Agency includes enhanced workflow and an electronic approvals process, according to the firm. It also features a “clients and brands” function that allows agencies to manage multiple campaigns and brands more easily, added Yates.

"It's a purpose-built system where everything is joined-up together which eliminates duplicate systems and saves money in supporting those systems," Yates argued. "We find it creates about a 30 percent productivity gain – it enables agencies to provide a better service to our customers."