This was a very large project with a great number of moving parts that all needed to work together. The first set of challenges we came across were organizational imperatives – What data sets were relevant to what product? Which deliverables took priority so that we could achieve the CEO’s rollout plan? How do we best coordinate a multi continent rollout? Even establishing an easy to use archive for vast amounts of print layouts translated into 24 languages was an intriguing proposition. At the end of the day all worked out seamlessly and to the credit of Kara and Olivia, Digital Ammo’s Director of Project Management and Senior Project Manager respectively. The organizational principles and tools these two deployed for Lantern Messaging paved the way for Digital Ammo by way of field testing our abilities to handle the largest, most complex projects for companies that have a multinational reach.

The international aspect also required countless hours of strategy and war room style meetings. Fact is, the target audience had vastly different preferences depending on the country of origin. What we found most difficult to account for were cultural and religious nuances native to each region. For example, black borders around someone’s picture means they’re dead and prospective clients native to Dubai are particularly sensitive to what people are wearing in the stock photography used for advertising. Though somewhat stressful, we’re pleased to say that our team wasn’t at the root of any major faux pas and our sensitivity to international preferences are now sharper than ever.