Delivering a Multi-Channel Campaign Under Compressed Timelines for AI Festival Asia 2026
for Association of Small & Medium Enterprises Singapore
A multi-channel campaign spanning EDMs, social media, website, and print, delivered in under seven weeks across the festive period with over 50 proof rounds and 100% on-time deployment.
Background
AI Festival Asia 2026 was a two-day national industry event organised by ASME with participation from multiple industry partners across nine sectors. The campaign required a full suite of marketing collateral, from EDMs and social media content to website assets, print materials, and partner-specific communications, coordinated through a single agency point of contact.
The entire project was executed in under seven weeks, with the Christmas and New Year period falling between weeks three and four of the production window.
Challenge
Large-scale industry events involve multiple partners, evolving promotional requirements, and deliverables that only become clear as partnerships are confirmed and event logistics take shape. This engagement was no exception.
The campaign’s visual identity was established in week one, and all subsequent assets, from presentation templates to EDMs to social media content, needed to follow within the remaining weeks. As new partners came on board and event programming was finalised, additional collateral requirements emerged throughout the production period, including new platforms, print materials, and partner-specific communications that were not part of the initial brief.
The proofing volume reflected the multi-stakeholder nature of the project. EDMs alone required up to 9 proofs per variant, with sectoral versions multiplied across 9 industry tracks. Booth partner EDMs required up to 7 proofs per company due to branding alignment and clearance requirements. Social media posts went through 2 to 8 proofs each, with refinements continuing close to scheduled publish times.
Approach
A sequential production workflow would not have been viable given the timeline and the number of concurrent deliverables. The team instead operated on parallel production tracks from the outset, developing multiple asset types simultaneously once the visual direction was confirmed.
As new requirements emerged, they were absorbed into the existing production flow rather than queued. Coordination with the client, partners, and sector track leads was managed through WhatsApp and Notion, enabling rapid proof cycles and same-day approvals. When new platforms were introduced mid-campaign, the team coordinated directly with external stakeholders to produce and publish within the same day.
Production continued without interruption through the festive period of Christmas and the New Year.
Execution
The original brief covered core campaign assets: key visual, campaign presentation deck, email signature, Instagram templates, website banner, generic and sectoral EDMs, and reminder EDMs.
As the event took shape, additional deliverables were produced to support evolving needs: partner section design for the event website, event badges, partner showcase visuals, additional website banner dimensions, email and WhatsApp invitation artwork, a pull-up banner for the event venue, LinkedIn moderator visuals for a platform added to the promotional mix, booth partner EDMs adapted across 9 sectors, and last-minute social visuals for partners and the website.
Turnaround times across these additions ranged from same-day delivery to within three days. The pull-up banner was designed and sent for print within 24 hours. The LinkedIn moderator post was coordinated and published on the same day it was requested. Some social visuals were produced and deployed within hours of being briefed.
Across the full engagement, the team managed over 50 proof rounds for EDMs alone, alongside iterative revisions across all social media content.
Outcome
Every deliverable was designed, revised, approved, and deployed within the event timeline. No deadlines were missed. Visual and messaging consistency was maintained across all channels and partner communications throughout the production period.
Key Learnings
Multi-partner event campaigns rarely follow a fixed brief from start to finish. Promotional requirements evolve as partnerships are confirmed, programming is finalised, and new channels are activated. The ability to deliver reliably in this environment depends on structuring workflows for parallel execution from the outset and maintaining coordination discipline that supports rapid proof cycles without compromising quality or consistency.
