The Make Line
The MAKELINE is Serviceplan’s content supply chain tool that transforms how marketing assets are created at scale. It centralizes workflows, automates repetitive tasks, and blends human creativity with efficiency, turning fragmented processes into one smooth system.
L’Oréal Belgium & Netherlands adopted MAKELINE to tackle the complexity of four business divisions, 35 brands, and over 200 stakeholders. The result is faster, more consistent, and more cost-effective production, showcasing MAKELINE as Belgium’s most innovative marketing tool in action.
With the MAKELINE, one design can be transformed into hundreds of on-brand assets, producing thousands of visual variations in minutes.
- Unify fragmented workflows: Replace collaboration with 30+ agencies and inconsistent processes by introducing one centralized tool.
- Boost efficiency & cost effectiveness: Shorten lead times, eliminate duplication, and accelerate delivery across offline and online channels.
- Ensure brand consistency: Guarantee compliant communication across all divisions, brands, and markets.
- Scale content production: Seamlessly manage 5,500+ projects per year, from social ads to OOH.
- Empower marketing teams: Provide a 24/7 platform that reduces manual effort and fosters proactive collaboration.
We built MAKELINE as a one-stop, production tool that integrates briefing, design, adaptation, approval, rendering, and delivery.
- Centralization: A unified database of 50,000+ assets, accessible to all authorized parties.
- Connected tools: Direct links with Photoshop, DAMs, workflow platforms, and CGI rendering.
- Transparency & continuity: A fixed workflow where every stakeholder has a clear role, keeping projects on track even when people are absent.
- Change management: Smooth onboarding for client teams and agencies ensured adoption and satisfaction.
MAKELINE proves that creativity and efficiency can coexist.
- Automated adaptations carry brand stories across languages and markets without losing impact.
- Creative teams are freed from repetitive production tasks, enabling them to focus on big ideas.
- Clients experience a structured, collaborative, and even inspiring process rather than a chaotic one.
With L’Oréal Belgium & Netherlands, MAKELINE delivered measurable transformation:
- 50% faster production compared to traditional agency workflows.
- 30% cost savings through automation and centralization.
- 5,500 projects annually across 35 brands and 4 divisions, managed in one system.
- 97.5% satisfaction rate among stakeholders.
- 90% of projects finalized in fewer than 5 review cycles.
- 229 people aligned on one tool, with 50,000+ assets stored centrally.