The advertising industry is a driving force behind economic growth, shaping market dynamics, stimulating trade, and fueling innovation. Yet, for many small and medium-sized enterprises (SMEs), staying competitive in this fast-evolving landscape requires more than creativity—it demands cutting-edge digital tools.
For Setline, a Baku-based advertising firm, digitalization proved to be the key to scaling operations, increasing efficiency, and securing high-profile clients.
Building Strong Industry Connections
Founded in 2013, Setline quickly carved out a niche in advertising, design, and event production, providing high-quality print and promotional materials. While deeply rooted in tradition, the company understood that staying ahead required continuous adaptation.
Setline’s success is built on both technical capacity and strong partnerships. The company operates a fully equipped workshop, warehouse, and rental facility, enabling it to meet client demands efficiently. Over the years, it has delivered design and advertising solutions for major institutions and companies.
With a core team of 10 permanent employees, Setline scales its workforce as needed, bringing in specialized professionals for specific projects. The company’s recent strategy has focused on expanding its client base and strengthening its position in the sector.
Bridging the Gaps: The Push for Digitalization
By 2022, after nearly a decade in business, Setline faced a critical challenge: inefficiencies in workflow and operations. The company struggled with fragmented data management, duplication of tasks, and a lack of centralized control over business processes.
Recognizing the need for transformation, Setline turned to the European Bank for Reconstruction and Development’s (EBRD) Advice for Small Businesses, funded by the EU4Business Initiative.
"We learned about the project from a partner company, and it immediately caught our interest," recalls Setline’s director, Samir Jafarov. "We saw it as an opportunity to fix inefficiencies and optimize our operations."
The impact was immediate and profound. Revenue surged as streamlined workflows improved service speed and accuracy, enhancing client satisfaction. Employee productivity climbed, with automation and digital tools enabling a more agile workforce. Costs declined, thanks to optimized operations and smarter resource allocation.
"Digitalization has given us better control over our business and allowed us to scale faster," Jafarov adds.
The Road Ahead: Growth and Expansion
By 2023, Setline’s commitment to digital transformation paid off, with turnover and labor productivity increasing by 40%. The company now seeks to expand further, exploring new market segments and adopting emerging technologies to stay ahead of industry shifts.
With a renewed focus on efficiency, innovation, and strategic growth, Setline’s journey underscores a crucial lesson: for SMEs in fast-changing industries, embracing digitalization isn’t just an option—it’s a necessity for survival and success.
