As a growing oil/gas producer in Europe where dozens of companies fiercely compete in the market, Grupa LOTOS realized the importance of elevating the positioning and appeal of its brand in the marketplace. The company wanted to establish a consistent brand identity, including a logo and brand voice, that would express the essence of the rapidly expanding firm, which is Poland’s fourth-largest business.
The company has always invested in defining its brand look and how to present it to the outside world in a way authentic to the history of its multiple companies. Grupa LOTOS also wanted to set the stage for its future objective—to be a bigger, more noticeable player in the industry.
Once the company landed on the visual identify of the unified brand, it needed to put brand assets in digital form, where customers, partners and employees – the people who would help broadcast the brand messaging to the world – could easily assess these assets. That’s where Nintex came in.
Working off Microsoft’s SharePoint 2010-2013, Grupa LOTOS implemented Nintex Workflows and Nintex Forms to construct a digital brand style guide that the company’s marketing and communications department could manage.
The guide included, among others, the following elements:
The complexity of Grupa LOTOS – a combination of 14 companies in Poland, Norway and Lithuania – made the previous paper-based brand management system of 48 printed brand identity books impossible to manage. Those books changed frequently, so in addition to being a management nightmare, this manual process meant the problem of endlessly rising paper costs. Marketing and sales opportunities with a wide range of partners and customers in dozens of different countries called for an automated system that could handle a multitude of requests in a broad range of situations.
For example, brand guidelines for displaying the Grupa LOTOS logo on the side of a race car in a high-profile European sports event may look a lot different than a request from a partner to use company graphics in a sales brochure, or from an employee wanting to add images to an internal presentation.
The brand style guide now contains about 50,000 files in 2,500 directories. More than 100 internal users access the guide currently.
With a company as diverse and dynamic as Grupa LOTOS, the team needed a solution that could make changes fast. Nintex workflows are simple and intuitive to build. They do not require coding or external design resources.
From first discussions in 2013 through analyzing Grupa LOTOS resources, Brand Management Office developed functional requirements and information architecture, designed system requirements, ran acceptance tests, and completed the final build by June 2015.
The company’s brand team, partnering with the IT department, developed over 50 workflows to optimise the experience of users accessing and managing the brand style guide.
The benefits of the implementation include:
Grupa LOTOS’ Chief Information Officer, Tadeusz Rogaczewski, says it’s clear that the efficiency improvements from workflow automation are significant, and he estimates a 50% efficiency gain to date. The benefits include:
Rogaczewski also estimates that up to 30% is saved through digital storage and archiving.
In addition to the digital brand solution, Rogaczewski and the IT team have deployed 60 Nintex workflows around the company for processes such as environmental protection procedures, legal approvals, procurement, internal audits, supervisory board policies and management meetings.
Looking at the improvements the automation has made already, the CIO believes more processes can likewise be tightened at the company. He estimates the addition of 10 to 15 new workflows each year for the foreseeable future.
The company already has been on a growth run the past few years, growing to 5,000 employees and becoming the second-largest fuel producer in Poland and one of the country’s top exporters. With a polished brand presence, continued expansion appears even more likely. With a polished brand presence, continued expansion appears even more likely.
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Grupa LOTOS, Europe’s leading oil company and one of the largest producers of fuel in Poland, automated its marketing asset management process with Nintex Workflow. The company is fourth in the group of the 500 largest businesses in Poland. "We are excited to work on a project that is flexible, powerful and easy to use and, of course, meets customer requirements to their satisfaction," says Marcin Balun, Sales Director with Nintex partner ISCG Consulting Group. “Nintex is an obvious choice.”
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