Workflow Xs
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Workflow Xs

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A presentation that made us aware that instead of just changing our workflow we have to look how we might have to change completely as an agency how we know it now.

A presentation that made us aware that instead of just changing our workflow we have to look how we might have to change completely as an agency how we know it now.

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Workflow Xs Presentation Transcript

  • 1. Workflow study and Digital Asset Management insight Michael van den Heerik - May 2009 The Jupiter Drawing Room Cape Town
  • 2. Workflows have been created to accommodate interactions between all parties in a project with the purpose of minimising inefficiencies.
  • 3. OLD THINKING! Workflows have been created to accommodate interactions between all parties in a project with the purpose of minimising inefficiencies.
  • 4. “Some painful inefficiencies have historically been accepted as part of the intrinsic nature of advertising” Mike Pollitt Chief Technical Officer Adstream UK
  • 5. Project based workflow example
  • 6. Project based workflow example A Z
  • 7. Project based workflow example A Pr o ble m 1 Z
  • 8. Project based workflow example 2 lem ob Pr A Pr o ble m 1 Z
  • 9. Project based workflow example 2 lem ob Pr A Pr o ble m 1 Z
  • 10. Project based workflow example 2 lem ob Pr m 6 oble Pr 3 A Pr o ble m 1 Pr ob lem Pr o ble m 5 Z 4 m oble Pr Loss of efficiency
  • 11. Responsiven Speed Year 1 ess Creativity Budget
  • 12. Responsiven Speed Year 1 ess • • • • Creativity Budget
  • 13. Responsiven Speed Year 1 ess • • • • • • • • • • • • Creativity Budget
  • 14. Responsiven Speed Year 1 ess w • Wo rkflo • • • • • • • • • • • Creativity Budget
  • 15. Responsiven Speed Year 1 ess w • Wo rkflo • • • • • • • • • New Client • • • • • • Creativity Budget
  • 16. Responsiven Speed Year 2 ess • w Wo rkflo - TJDR • • • • • • • • • • • • • • • Creativity Budget
  • 17. Responsiven Speed Year 3 • ess • w Wo rkflo - TJDR • •• • • • • • • • • • • • Creativity Budget
  • 18. The principle of a workflow should be around creation of an environment which can accommodate the best outcome of your assets.
  • 19. Asset
  • 20. Digital sset A
  • 21. Digital sset A Management
  • 22. Digital sset A Management = Workflow
  • 23. Account M.! Copywriter! Finance! asset Designer! creation Traffic! DTP! Production! Photographers!
  • 24. Account M.! Copywriter! Finance! asset Designer! creation Traffic! DTP! Production! Photographers!
  • 25. metadata noun |ˈmetəˌdatə; -ˌdātə| a set of data that describes and gives information about the master digital data.
  • 26. Trigger & Action Workflows Using the change of assets metadata during it’s creation as a trigger for it’s next action.
  • 27. We can create as many metadata fields and triggers as we want for any client, any job, creating individual workflows per client or even per job type.
  • 28. Lay-out created by studio Lay-out created Lay-out created by studio example Workflow by studio Lay-out created Lay-out goes by studio on approval cycle Brief lay-out request Photographer uploads artwork during shoot Images goes Images goes on approval Images goes on approval cycle Images goes on approval cycle Art buyer fills in Repro checks on approval cycle all info in to image cycle metadata fields On approval LR goes to OPI HD All data and Creative does LR retouching Usage get stored artwork stored retouching copied to HR in Metadata on-line Creative makes lay-out High-res images DTP creates automatically final lay-out updated Lay-out Lay-out goes on approval Lay-out goes cycle on approval Lay-out goes on approval cycle Final DTP goes goes on approval cycle onFinal DTP cycle approval goes cycle on Final DTP goes approval cycle on Final DTP goes approval cycle All assets stored on approval cycle on-line
  • 29. As everything will be web based we can work from anywhere at anytime with full network functionality.
  • 30. ICC press conversions! Lay-out approvals! Maintenance! Account M.! Copywriter! Finance! Designer! Traffic! DTP! Production! On-line asset! On-line production Photographers! management! management! On-line work portal ! Production Review! Marketing Collateral Review! DAM workflow!
  • 31. “Ad agencies have an opportunity to create additional income out of asset management.” Jordan Kilpatrick Systems director Crispin Porter + Bogusky
  • 32. Improving internal efficiencies and flexibility to create brilliant advertising.
  • 33. Benefits for clients are; Optimised efficiency creating faster time to market Improved reusability by interaction between in-depend operating units ROI increase on produced intellectual assets Tracked workflow operations Flexibility in approval processes and work location Centralised on-line digital asset repository, all assets directly available 24/7 Lower Cost of doing Business by elimination hard cost
  • 34. Why?
  • 35. The push for control of attention, creativity, measurements and inventory will reshape the advertising value chain and shift the balance of power.
  • 36. Collaboration without boundaries to optimise the creative environment and flexibility towards clients
  • 37. Sid Lee. A creative powerhouse founded six years ago by two students that never worked in an agency. They didn't really reject the traditional agency model, just don't give a damn about it (or know enough about it). www.sidlee.com
  • 38. Will Web 2.0 be the end of the Ad Agencies 1.0 as we know it currently
  • 39. Let’s not wait to find out...
  • 40. What are the progression steps from here? Workflow discovery – create broad based buy-in by doing a workflow discovery exercise with several user units Cost of Doing Business - Calculate the cost of not adopting a DAM system, improving a workflow, or taking advantage of new revenue Total Cost of Ownership - Determine the associated cost of maintaining and managing the system within a creative workgroup Total Cost of Adaptation - Calculate the total cost to implement a system DAM development – based on the outcome of the above develop the final DAM workflow Change management – evaluate requirements for change of workflow Implementation & Testing – allow time for extensive testing before roll-out Roll-out – training of users