Wink Proves In-House Value and Modernises Content Supply Chain Following Intuit Acquisition with -lution
Proving the value of an in-house agency requires more than great creative, it demands clear benchmark data, bulletproof asset governance, and an operating model designed for enterprise scale.
The Challenge
Following Mailchimp’s high-profile acquisition by Intuit, its internal creative agency, Wink, faced a pivotal transition. Operating within a significantly larger, performance-led corporate culture, Wink needed to prove its intrinsic business value while evolving into Wink 2.0.
Despite delivering exceptional creative work, Wink’s backend operations were severely strained by an unusually high internal workload:
Ecosystem Fragmentation: A broken digital asset management (DAM) structure led to paid enterprise software going underutilised, turning asset discovery into an informal process relying on direct messages.
Resourcing and Recognition Gaps: The agency suffered from misaligned capacity, outdated cost models, and structural under-recognition, which created friction as demand scaled across the broader Intuit ecosystem.
Scalability Bottlenecks: Wink required an operational and technology reset to expand its remit across Intuit without causing operational burnout or sacrificing creative quality.
To navigate this change, Wink engaged -lution as its strategic transformation partner to audit its operating maturity, fix its asset ecosystem, and align its operating model for enterprise scale.
The Solution
-lution executed a multi-lens diagnostic and technical overhaul to reposition Wink into a scalable, enterprise-ready creative organisation.
Multi-Lens Diagnostic: Conducted an end-to-end operational diagnostic across six core pillars (Culture, Strategy, Structure, People, Process, Tools), incorporating 21 benchmarked survey responses, 25 depth interviews, and industry maturity benchmarks.
DAM Evaluation & Selection: Audited the existing asset environment, evaluated DAM maturity across 12 criteria, and scored six top technology platforms directly against Wink’s operational workflows.
Solution & Information Architecture: Designed a complete DAM solution design, including workflow automation, metadata schemas, standardised job numbering, folder architecture, system integrations, RACI frameworks, and customised user personas.
End-to-End Delivery & Adoption: Managed the platform reconfiguration, asset consolidation and ingestion, user training, and rollout of operational process guides.
The Results
We respect our client’s commercial sensitivities so don’t publicly share our results. We can share that we saved Wink a significant amount of time and money, and improved their in-house capability. If you’d like to know more, contact us.
