www.widen.com

Webinar: Using digital asset management
to give agencies a competitive edge

How to position, structure, an...
Guest Panelist

Frank Chagoya
Executive Production Manager, Asset Management
Leo Burnett, Chicago

Guest Panelist

Jake La...
Who is Widen?

Widen is a digital media solutions company.

Digital Asset 
Management
A comprehensive
understanding
of the...
Today’s Presentation

1

2

3

Agency Snapshot

Best Practices in DAM 	
  

Tips and Advice 	
  

•  Common scenario
•  Be...
AGENCY
SNAPSHOT
Common Scenario 

Time: 10:00am
Lead Art Director for one of your accounts is unreachable,
out of town on vacation.



“Ca...
A Better Option with DAM
How can a digital asset management system benefit agencies?


•  A central repository for housing...
3 Agency Approaches to DAM
1.  The DAM system is created for your agency.
The system is branded for your agency. You are t...
BEST
PRACTICES
MEplusYOU Agency
DAM profile – Uses cloud-based software service
Widen customer, Internally-driven need

Key uses for DAM
...
Interior Page
MEplusYOU Workflow
New asset in the DAM system 


 Project Manager requests
asset research from
Business Affairs

PM/Creat...
Leo Burnett

DAM profile – Uses different DAM services per client need 
Not a Widen customer, Client-driven need


Key use...
Leo Burnett Workflow

Getting assets in the DAM system 


 Conventional asset
development with
creative team

Ingest asset...
DAM 3.0 – How systems integrate with DAM

Business
Internet
Sites

Partner
Sites

EDI
Interface

Vendors

Suppliers

Clien...
DAM 3.0 – How systems integrate with DAM
EDI 
Interface

Publishing Apps

Internal and web data

Compliance
User Base

Dat...
System Setup and Launch
What to expect
•  Figure out what you need to make the
system work for your organization
o  Ask th...
System setup and timing at Widen
6 to 8 weeks to get you up and running

KICKOFF

Days 1-6

•  Finalize teams,
agreements,...
System Setup and Launch
Your organization’s role
•  Find the internal DAM Champion early on
o  A forward-thinker with busi...
TIPS AND
ADVICE
Tips and advice from Jake and Frank
[JAKE]
1. Know the added value of DAM
•  ROI for your agency and clients
o  Faster, us...
Tips and advice from Jake and Frank
[FRANK]
2. Get buy-in and bring people on board
•  Bring in the key people from your o...
Tips and advice from Jake and Frank
[JAKE]
3. Consider static images vs. video and raw footage
•  Store static assets and ...
Tips and advice from Jake and Frank
[FRANK]
4. Think about the future of DAM 
•  Grow with DAM
o  Focus on connectivity be...
Q and A
Thank you for attending!



Contact

marketing@widen.com


Find Us


widen.com
blog.widen.com
twitter.com/widenenterprise
...
Upcoming SlideShare
Loading in...5
×

Using digital asset management to give agencies a competitive edge

1,430

Published on

Slides from the recorded webinar by Widen Enterprises, "Using digital asset management to give agencies a competitive edge" with Widen Brand Strategist Nina Brakel-Schutt and Frank Chagoya – Executive Production Manager, Asset Management at Leo Burnett and Jake Lambert – Executive Producer at MEplusYOU.

Get the full webinar recording at: http://www.widen.com/white-papers-videos-webinars-newsletters-and-more/dam-for-agencies-webinar/

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,430
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
16
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Using digital asset management to give agencies a competitive edge

  1. 1. www.widen.com Webinar: Using digital asset management to give agencies a competitive edge How to position, structure, and utilize digital asset management for your business and clients March 19, 2013 Widen is a digital media solutions company.
  2. 2. Guest Panelist Frank Chagoya Executive Production Manager, Asset Management Leo Burnett, Chicago Guest Panelist Jake Lambert Executive Producer, MEplusYOU Agency Host Nina Brakel-Schutt Brand Strategist, Widen
  3. 3. Who is Widen? Widen is a digital media solutions company. Digital Asset Management A comprehensive understanding of the asset lifecycle Premedia
  4. 4. Today’s Presentation 1 2 3 Agency Snapshot Best Practices in DAM   Tips and Advice   •  Common scenario •  Benefits of DAM •  3 ways agencies can approach DAM   •  Metadata and workflows •  Moving from current methods to a DAM system •  System setup and launch •  DAM ROI •  Onboarding users •  Static images vs. video or raw footage •  The future of DAM
  5. 5. AGENCY SNAPSHOT
  6. 6. Common Scenario Time: 10:00am Lead Art Director for one of your accounts is unreachable, out of town on vacation. “Can you send us the hero shot from the fall promo?”   “Um... Sure.” [frantically looks for the image on all shared servers] “Anyone know who worked on the fall promo?” “Steve, but he’s out of town until next week.” “Did you find that shot yet? We need it today.”
  7. 7. A Better Option with DAM How can a digital asset management system benefit agencies? •  A central repository for housing, organizing, and sharing your creative assets •  A window to your assets, so they’re visible to the right people on demand   •  A method for tracking usage of your assets and controlling who accesses them •  A way to repurpose assets globally for brand consistency •  A time-saving mechanism for searching and distributing files, which = billable hrs. saved
  8. 8. 3 Agency Approaches to DAM 1.  The DAM system is created for your agency. The system is branded for your agency. You are the admin. If you allow clients to access your system, you limit their interaction with assets through strict roles and permission. •  Search •  View •  Download   2. The DAM system is created for your client, but the agency is the admin. The system is branded for your client. You manage it as the admin. They are users of the system and can interact with all assets. 3. You’re researching DAM systems for your client and the client is the admin. The system is created for your client. It’s branded for your client and they will manage it as it the admin. They can interact with all assets and your agency is just a user of their system.  
  9. 9. BEST PRACTICES
  10. 10. MEplusYOU Agency DAM profile – Uses cloud-based software service Widen customer, Internally-driven need Key uses for DAM •  Housing all of their licensed assets o  Music, stock photography, final video for presentation o  Use a different system for final PSD/other image files   •  Categorized by client o  Pharmaceutical clients with strict layers of security o  Passwords for users, so access is secured and MEplusYOU can manage/track usage rights o  Access controlled through roles and permissions Time-savings •  Simple search •  Repurposing assets
  11. 11. Interior Page
  12. 12. MEplusYOU Workflow New asset in the DAM system Project Manager requests asset research from Business Affairs PM/Creatives select images PM receives link to download assets BA distributes light boxes to PM and Creative team Open PO, approve PO, then BA purchases assets BA uploads assets, license and purchase docs to DAM system Existing asset in the DAM system Project Manager or Creative searches for assets Assets placed in cart and requested through the DAM system PM or Creative receives link to download assets Business Affairs approves use of assets
  13. 13. Leo Burnett DAM profile – Uses different DAM services per client need Not a Widen customer, Client-driven need Key uses for DAM •  Streamlining distribution of global creative o  More economical delivery method for the client o  Manage expectations of what you see and what you get   o  Save time getting client communications to market •  Tracking the lifecycle of the asset o  How the asset is used from creation to ingestion Migrating assets to the DAM system •  Naming and tagging assets at upload •  Creating a workflow to make sure assets get ingested into the DAM system
  14. 14. Leo Burnett Workflow Getting assets in the DAM system Conventional asset development with creative team Ingest assets into the DAM system After development, follow file preparation specifications per client Add metadata/tag assets for annotation purposes, following established naming conventions per client
  15. 15. DAM 3.0 – How systems integrate with DAM Business Internet Sites Partner Sites EDI Interface Vendors Suppliers Clients
  16. 16. DAM 3.0 – How systems integrate with DAM EDI Interface Publishing Apps Internal and web data Compliance User Base Data Mining Apps Marketing User Base Digital Dashboard Apps Executive Organization User Base Internal and web data Production workflow Project management Business workflow documentation Human Resources data workflow Day to Day Organization User Base
  17. 17. System Setup and Launch What to expect •  Figure out what you need to make the system work for your organization o  Ask the tough questions about your agency process and what it will support  s   o  Address security levels, Users/Roles, Taxonomy/ Structure, and Metadata schema •  Timing will take longer than you think o  Back and forth with your DAM provider – online meetings, training, guidance and support o  The payoff for the extra time is worth it o  Put some cushion in your timeline
  18. 18. System setup and timing at Widen 6 to 8 weeks to get you up and running KICKOFF Days 1-6 •  Finalize teams, agreements, and schedules •  Conduct site survey planning sessions SITE SURVEY AND CONFIGURATION Days 6-21 •  Develop site for customer name, brand and configuration •  Communications plan ASSET UPLOAD AND TRAINING Days 22-35 •  Data transfer •  Train admins and general users TEST AND LAUNCH Days 35-45+ •  Deploy initial release/testing •  Launch system to external audiences
  19. 19. System Setup and Launch Your organization’s role •  Find the internal DAM Champion early on o  A forward-thinker with business and people skills o  Someone who knows technology and the organization •  Decide who will manage it; your admin and   DAM Champion may be different people o  Your admin oversees the DAM system, advocates training, and ensures system is accurate and usable •  Soft launch before a live launch o  Small beta group of users to use the system before launching externally to all users o  Testable vs. Usable
  20. 20. TIPS AND ADVICE
  21. 21. Tips and advice from Jake and Frank [JAKE] 1. Know the added value of DAM •  ROI for your agency and clients o  Faster, user-friendly, cost-effective and efficient method of asset distribution o  Avoid penalties for use of unlicensed assets (expire assets with system alerts) •  Enhanced service to your clients o  Thorough record keeping of their assets o  Secure and track their critical brand assets
  22. 22. Tips and advice from Jake and Frank [FRANK] 2. Get buy-in and bring people on board •  Bring in the key people from your organization first. Once they validate the system, bring in others. o  The influencers and decision makers first o  Involve the power users right away •  Utilize training resources o  Primes the onboarding process for non-technical staff o  Admin can do train-the-trainer
  23. 23. Tips and advice from Jake and Frank [JAKE] 3. Consider static images vs. video and raw footage •  Store static assets and final videos in DAM system o  Storing final video files on the system allows departments like BD to access them as needed for presentations o  On-the-fly conversion can reduce the internal requests for video conversion by nearly 100% •  Store video elements on mirrored hard drives o  Raw video footage can take gigs of space for a single video, so storage costs can be an issue o  Using compression schemes to minimize upload size
  24. 24. Tips and advice from Jake and Frank [FRANK] 4. Think about the future of DAM •  Grow with DAM o  Focus on connectivity between systems, rather than disparity o  Keep an eye on DAM providers – they’re constantly in development mode, so follow their functionality and service goals •  Where can DAM take your business? o  Ask vendors to develop functionality or integration based on your future business needs o  As Social Networking expands, think about how you’ll update your assets in a growing number of places via automation
  25. 25. Q and A
  26. 26. Thank you for attending! Contact marketing@widen.com Find Us widen.com blog.widen.com twitter.com/widenenterprise Linkedin.com/company/widen-enterprises facebook.com/Widen Jake.Lambert@meplusyou.com   Frank.Chagoya@leoburnett.com  
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×