Digital Transformation in Marketing and Packaging: How to Overcome Internal Resistance

By Eugenio Gómez-Acebo, an expert in brand management and the graphic design process with over 20 years of experience in communications agencies and international companies.

According to GoDaddy data, 70% of SMEs in Spain still do not have a website. But the challenge of digital transformation does not end with small businesses. After two decades working in marketing, branding agencies, and graphic supply chain management for international brands, I can confirm that even large, established companies still have pockets of digital resistance in specific areas—and one of the most resistant is graphic supply chain management.

The 5 cultural barriers hindering the digital transformation of packaging

There is always someone who has been managing artwork for years and views any change as a threat. The return on investment (ROI) of digitizing the graphic design process is very high, but it is rarely calculated because no one provides the right figures. The objection that "it will create more work for us" quickly disappears once the platform is up and running—because it eliminates the need to track down different versions, send follow-up emails, hold coordination meetings, and correct errors.

Choosing the right partner for the digital transformation of the graphic arts industry

MyMediaConnect starts from the right premise: before any implementation, an audit of the company’s current graphic workflow processes is conducted. Approval workflows, access levels, and project templates are configured to reflect how the company actually operates—not to force the company to adapt to the tool.