When web hosting requirements are unpredictable, the choice of service provider is critical. Advertising agency DraftFCB’s Digital team looks to Umbrellar to provide flexible, rapid-response solutions capable of scaling to meet the rapidly escalating demand which comes from campaigns that go viral.
With offices in Auckland and Wellington, DraftFCB is among the country’s top advertising agencies, with numerous awards behind its name, including the Communication Agencies Association of New Zealand (CAANZ) ‘Most Effective Agency’ prize in 2011. It’s Digital team runs online campaigns for clients in the private and public sectors, leveraging the power of the internet to raise profiles and drive mindshare.
According to Kevin Akers, DraftFCB Digital Production head, it has relied on Umbrellar for nearly two years. “The jobs with which Umbrellar assists range from the small to the incredibly large. Some are hosted as shared services, others have dedicated resources allocated to them,” he says.
One of the ‘risks’ which is ever-present for a digital agency is that a campaign goes viral. While that is obviously highly desirable – more is more, after all – it means resource allocation can go from ‘sufficient’ to ‘woefully inadequate’ in a matter of hours.
Akers explains what’s at stake: “Depending on the job, if websites crash or perform badly, there can be financial implications. There are service level agreements that we adhere to; for example, if there is a TV campaign that directs viewers to a site and that site goes down, the media spend is lost and that can be expensive.”
There is also the possibility of reputational damage, both for the client and for DraftFCB itself. Notoriously impatient web surfers have social media at their fingertips. If pages fail to load, websites are slow or what’s promised isn’t delivered, they can quickly turn a good campaign into a public relations nightmare.