Customer spotlight: How Mitchells & Butlers executes marketing campaigns 66% faster with a Bynder x Wrike solution

Mitchells & Butlers is a much-loved restaurant and pub company in the UK with over 1,700 locations and 45,000+ employees nationwide.

Providing a wide range of eating and drinking-out experiences, its portfolio of well-known brands includes Harvester, Toby Carvery, and All Bar One – each of which has its own unique brand identity, market positioning, and target audience. Understandably, its range of subsidiaries requires a lot of marketing firepower, and an efficient internal operation to manage content effectively and promote each brand in its best light.

We spoke to ​​Lucie Parfitt, Process & Resource Coordinator at Mitchells & Butlers, who shares the story of why she and her team onboarded an integrated Bynder x Wrike solution to meet these needs and reveals the benefits it has brought company-wide.

What needed solving?

Before Bynder, Mitchells & Butlers had no central process for storing its content. Files were spread across Sharepoint and Dropbox, yet as their marketing demands grew (particularly after the COVID pandemic), storage limits were quickly maxed out and employees were wasting too much time searching for files. For a company of their size, these inefficiencies were seriously cutting into marketing ROI.

Mitchells & Butlers also works closely with third-party vendors to produce marketing materials, raising its own set of challenges. Sharepoint functioned like an intranet, which made it difficult to give access to third parties. Communication was often missed, stakeholders weren’t being notified as projects progressed, and the lack of version control on assets made it difficult to see who was updating what (and when).

An integrated digital ecosystem that could automate much of the manual admin surrounding asset management and create efficiencies across their content lifecycle was definitely needed. In other words, a solution that could combine project management and digital asset management together to streamline their entire content operations.

A digital asset management platform (Bynder) integrated with a project management solution (Wrike) was deemed the perfect solution for the job.

How Bynder x Wrike helps

By integrating Bynder and Wrike together, Mitchells & Butlers are now benefitting from a streamlined content lifecycle that provides the ‘missing link’ between content creation and distribution. 

Bynder centralizes the digital assets of all 16 brands, tagged with custom metadata to ensure instant findability. Assets are fed to and from Wrike to fuel brand campaigns, ensuring marketers and agencies know exactly which assets are in progress, need approval, or ready to be published.

The result? Mitchells & Butlers are now 66% faster in executing marketing campaigns – from briefing right through to publishing.

What’s next for Mitchells & Butlers?

Bynder x Wrike is gradually being rolled out to more teams after its initial success. There are also plans to expand its use for the brand’s hotel chain, Innkeeper’s Collection.

Other integrations are being considered to facilitate a more agile way of working – particularly Bynder’s integration with social media management platform, Sprout Social.

Soon, Mitchells & Butlers will also be expanding its Bynder suite to include the Brand Guidelines module, providing a digital home for its brand identity (and all 16 of its subsidiaries).

Book a demo and see what Bynder can do for you

Over 4000 organizations worldwide are conquering the complexity and chaos of proliferating content with Bynder’s powerful, intuitive, and richly integrated DAM platform. From centralized file storage and secure asset sharing to better brand consistency and project collaboration, we have a tailored solution to fit the needs of each and every customer. Why not see what Bynder can do for you with a free demo?