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.

Guest Panelist

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

Guest Panelist

Host

Jake Lambert Executive Producer, MEplusYOU Agency

Nina Brakel-Schutt Brand Strategist, Widen

Widen is a digital media solutions company.

Who is Widen?

Digital Asset Management A comprehensive understanding of the asset lifecycle Premedia

Todays Presentation

1
Agency Snapshot
Common scenario Benefits of DAM 3 ways agencies can approach DAM

2
Best Practices in DAM
Metadata and workflows Moving from current methods to a DAM system System setup and launch

3
Tips and Advice
DAM ROI Onboarding users Static images vs. video or raw footage The future of DAM

AGENCY SNAPSHOT

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 hes out of town until next week. Did you find that shot yet? We need it today.

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 theyre 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

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. 3. Youre researching DAM systems for your client and the client 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.

The system is created for your client. Its 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.

BEST PRACTICES

MEplusYOU Agency
DAM profile Uses cloud-based software service Widen customer, Internally-driven need

Key uses for DAM Housing all of their licensed assets Categorized by client
o Music, stock photography, final video for presentation o Use a different system for final PSD/other image files 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

Interior Page

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

Assets placed in cart and requested through the DAM system

Project Manager or

Creative searches for assets

PM or Creative receives link to download assets

Business Affairs approves use of assets

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

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

DAM 3.0 How systems integrate with DAM

Business Internet Sites

Partner Sites

EDI Interface

Clients

Suppliers

Vendors

DAM 3.0 How systems integrate with DAM

EDI Interface

Internal and web data

Publishing Apps

Compliance User Base

Internal and web data

Data Mining Apps

Marketing User Base

Executive Organization User Base

Digital Dashboard Apps

Production workflow Project management Business workflow documentation Human Resources data workflow
Day to Day Organization User Base

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

System setup and timing at Widen

6 to 8 weeks to get you up and running

KICKOFF

SITE SURVEY AND CONFIGURATION

ASSET UPLOAD AND TRAINING

TEST AND LAUNCH

Days 1-6

Days 6-21

Days 22-35

Days 35-45+

Finalize teams, agreements, and schedules Conduct site survey planning sessions

Develop site for customer name, brand and configuration Communications plan

Data transfer Train admins and general users

Deploy initial release/testing Launch system to external audiences

System Setup and Launch

Your organizations 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

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, 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

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

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

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 theyre 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 youll update your assets in a growing number of places via automation

Q and A

Thank you for attending!

Contact Find Us

marketing@widen.com

Jake.Lambert@meplusyou.com Frank.Chagoya@leoburnett.com

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