A Digital Transformation Success Story
Discover how we transformed Control Publicidad’s website with improved UX, agile design, and a smooth WordPress migration, boosting performance and engagement.
The project
in a nutshell
Control Publicidad, a renowned Spanish publication in marketing and advertising, found itself hindered by an outdated digital ecosystem.
The company’s platform was spread across three fragmented websites, with technical issues and limited ad management capabilities restricting their reach and engagement.
Agile Digital Agency took on the challenge, creating a cohesive digital presence that would revitalise Control Publicidad’s online impact.
Revitalising
Control Publicidad
Client Background
Control Publicidad is a leading Spanish media group that has been at the forefront of advertising, marketing, and communication for over 50 years.
The group publishes both print and digital media aimed at professionals in these fields, providing insights into the latest trends in creativity and marketing strategies.
Its flagship publication, Revista CTRL, serves as a critical resource for industry analysis and opinion, while the group also organizes the CTRL Awards to recognise outstanding achievements in advertising and marketing.
The
Challenge
Fragmented Digital Presence
The brand was split across three separate websites—Interactiva Digital, Grupo Control, and Control Publicidad—leading to inconsistent user experiences.
Outdated PHP Platform
With a custom-built PHP setup, the websites struggled with deteriorating performance and broken assets.
Inefficient Ad Management
Control over ad placements and user engagement was limited, impacting revenue and visibility.
Strained Provider Relationship
Past service providers left the platform fragmented, with incorrect URL structures and ineffective technical support.
Our
Solution
Agile Digital Agency developed a comprehensive strategy to address Control Publicidad’s challenges from the ground up:
Brand Refresh and Unification
We crafted a modern, unified design that respected Control Publicidad’s brand identity while bringing visual consistency.
Streamlined Content Migration
Our team mapped out the existing database structure and created custom scripts to seamlessly migrate content, recategorising and restoring assets to preserve Control Publicidad’s rich historical archive.
Transition to WordPress
Moving the platform to WordPress allowed for flexible ad management and robust user engagement tools. We also integrated an enhanced email newsletter system, streamlining audience outreach and engagement.
Technical and Performance Optimisations
We boosted website speed and usability to provide a smooth, responsive experience across all devices and optimised SEO to drive higher organic traffic and improve search visibility.
The Results
Control Publicidad now enjoys a cohesive digital presence, with measurable improvements:
Enhanced Website Management
The project unified three separate sites into one centralised platform, simplifying content organisation and management. This enabled the Control Publicidad team to manage ads more effectively, creating revenue opportunities and control. We also preserved a rich archive dating back to 2010, keeping historical data accessible.
Improved User Experience
The new platform offers a more intuitive experience across content areas, boosting audience engagement. A revamped newsletter system enables targeted, personalised content, increasing user interaction. Streamlined navigation allows easy access to current and historical content, enhancing satisfaction.
Enhanced Performance
Significant load time reductions ensure a faster, more responsive browsing experience. Improved site structure boosts organic traffic and search visibility while simplifying maintenance, supporting long-term growth.
Project
Details
Services provided
- UX / UI Design
- Web Design
- WordPress Development
- Content Migration
- Website Hosting & Support
- 24x7 Website Monitoring
Our Process
Discovery and Analysis: We conducted a detailed review of the existing websites and database structures to understand all pain points.
Strategic Planning: Developed a unified brand identity and comprehensive migration plan.
Content Mapping and Organisation: Carefully mapped and restructured content for clarity and ease of navigation.
Custom Migration and Development: Leveraged custom scripts for data integrity, building a tailored WordPress site to handle Control Publicidad’s requirements.
Quality Assurance and Optimisation: Conducted rigorous testing and implemented final adjustments to ensure a smooth transition.
Client
Testimonial
It was a complex project that involved migrating a database with a large amount of content and redesigning our website and CMS. The months of collaboration with Agile Digital Agency were intense, but the result has been excellent. Highly recommended!
Javier San Román - CEO
Control Publicidad
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