Digital transformation in marketing and packaging: how to overcome internal resistance

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

According to GoDaddy data, 70% of SMEs in Spain still lack a website. But the digitalisation challenge does not end with small businesses. After two decades working in marketing, branding agencies and graphic 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 chain management.

The 5 cultural clashes that hold back packaging digitalisation

There is always someone who has managed artwork for years and sees any change as a threat. The ROI of digitalising the graphic chain is very high, but it is rarely calculated because no one presents the right numbers. The "it will give us more work" objection disappears quickly once the platform is running — because it eliminates version hunting, follow-up emails, coordination meetings and error corrections.

Choosing the right partner for graphic chain digitalisation

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