Trusting Relationships Reduce Compliance Headaches
- Involve compliance advisors in the marketing production process early so that they can help marketing teams achieve
compliance more easily and position themselves as trusted advisors to the marketing team.
- Compliance is the result of a good mix of people, processes, and technology that work together to build a repetitive, understood, and effective approach to creating marketing materials.
“The business likes to have our compliance advisors with them because we help get things done. Being present makes it easier to build compelling and compliant marketing.”
Compliance review processes of the past won’t work in today’s fast-paced digital environment, according to LaSalle Vaughn, executive director of marketing compliance for the United States Automobile Association (USAA). He explains that the marketing compliance of the past was like a baseball game: Marketing creatives completed their work in the first few innings, and compliance review and approvals occurred at the bottom of the eighth. “We were to advise, review, and approve before things go out the door,” he explains. “Fast-forward to 2017, and we do a lot more digital marketing and a lot more real-time, on-demand marketing. The pace has increased exponentially. We need to get things out much faster, but not seeing a marketing asset until the bottom of the eighth inning can create a bottleneck.”