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DAM for agencies Make DAM part of your martech stack for strategic business growth February 2, 2017
DAM for agenciesMake DAM part of your martech stack for strategic business growth
February 2, 2017
Nina Brakel-SchuttPresenter, Brand Strategist
YOUR WIDEN HOSTS
Jake AtheyPresenter, Director of Marketing
Unique challenges facing agencies
Source: Mirren Summit 2016
Unique challenges facing agencies
Source: Mirren Summit 2016
● Serves as a differentiator for agencies
● Helps organizations and agencies work better together
● Supports new business development for agencies and minimize non-billable hours
● Centralizes creative collaboration and communication
● Elevates agency innovation
TODAY’S AGENDA
We’ll talk about how DAM:
The three agency models for DAM
AGENCY MODELS FOR DAM
1 For the agency
+
Agency
DAM
● The system is branded for the agency
● Agency is the system administrator
● Clients can access the system, but the agency limits interaction via roles and permissions
○ Search○ View○ Download
AGENCY MODELS FOR DAM
1 Example:any agency who wants to...
● Manage their internal workflows, assets, and deadlines better
● Protect the intellectual property of clients (such as pharma, technology, or insurance)
● Focus on the security side, governance, or tracking to show they’re protecting their client’s assets
AGENCY MODELS FOR DAM
2
+
Agency
DAM
For the client
● Agency helps search for a DAM solution and the system is branded for the client
● Client owns the system and is the system administrator
● Client interacts with all assets, but agency interacts as a user (sometimes as an additional admin)
AGENCY MODELS FOR DAM
2 Example:any agency who wants to...
● Find a software solution for their clients
● Help their client’s marketing function be more efficient and productive
● Deliver brand consistency for their clients
AGENCY MODELS FOR DAMAGENCY MODELS FOR DAM
Dashboard system message
AGENCY MODELS FOR DAM
3
+
Agency
DAM
For the client, but the agency manages
● The system is branded for the client
● Agency is the system administrator
● Agency and client both upload and access assets, edit metadata, etc.
AGENCY MODELS FOR DAM
3 Example:any agency who wants to...
● Be a partner to their clients
● Help enforce the client brand(s)
● Find better ways to publish and repurpose the content they create for clients
● Do the heavy lifting for their clients (ease their load managing all the assets)
AGENCY MODELS FOR DAM
AGENCY MODELS FOR DAM
AGENCY MODELS FOR DAMAGENCY MODELS FOR DAM
AGENCY MODELS FOR DAMAGENCY MODELS FOR DAM
AGENCY MODELS FOR DAMAGENCY MODELS FOR DAM
AGENCY MODELS FOR DAMAGENCY MODELS FOR DAM
“We Love DAM!”
DAM as a team unifier
Working together
CreateCreativity isn’t a one-sided thing. It’s a team effort.
CollaborateAgencies shouldn’t be “in charge” of client assets, but
should work together with their clients.
Deliver DAM is a
catalyst for a two way street and
team unity.
DAM AS A TEAM UNIFIER
Without a DAM systemUse of multiple tools and workflows
● FTP
● Filesharing (BOX, Dropbox)
● Servers and shared drives
● CDs/DVDs
● Slack or other online communication tools
DAM AS A TEAM UNIFIER
How to know you need DAMThe tell tale signs
● Have large number of assets, can’t easily find or share
● Need to protect brand assets and control access
● Want to convert file formats on-the-fly
● Want to manage different asset or project versions
● Want release and expiration dates for assets
● Want to understand asset performance
DAM AS A TEAM UNIFIER
With a DAM systemThe great things you can do
● Open lines of communication
● A central content hub to plan, create, manage, publish, review, and analyze assets
● Total visibility of all assets
● Flexibility to repurpose and reuse assets across channels
● Brand consistency
DAM AS A TEAM UNIFIER
DAM as an agencydifferentiator
The value agencies offer
TitleCircle text goes here, should be
concise.
TitleCircle text goes here, should be
concise.
TODAYWhat does the agency offer
today?
CHANGEWill that offering stay the same or will it change?
FUTUREWhat systems need to be put in place today to deliver on the offering three years from now?
DAM AS AN AGENCY DIFFERENTIATOR
HOW? Safeguard your client’s assets in cloud-based DAM and help preserve and protect their brand. (solve the big pain points)
DAM AS AN AGENCY DIFFERENTIATOR
DAM AS AN AGENCY DIFFERENTIATOR
HOW?
DAM AS AN AGENCY DIFFERENTIATOR
Use DAM to plan, create, manage, publish, and analyze brand assets. Then clients can easily reuse and repurpose their brand investment.
DAM as a new business tool
HOW?
DAM AS A NEW BUSINESS TOOL
Segment pitches, concepts, and supporting materials for easy recall and reference via categories, metadata, collections, and portals.
DAM AS A NEW BUSINESS TOOL
10 people on a pitch
x =xFor 48 hours At $50/hr
480 non-billable
hoursor
$24,000
$
DAM AS A NEW BUSINESS TOOL
“Can I get the logo as a png file? Where is that new photo we just shot
of their CEO?”
Account Supervisor
DAM AS A NEW BUSINESS TOOL
“I can’t email the layouts because the
files are too big. I tried FTP, but it keeps
going down.”
“Can I get the logo as a png file? Where is that new photo we just shot
of their CEO?”
Account Supervisor
Art Director
DAM AS A NEW BUSINESS TOOL
“I can’t email the layouts because the
files are too big. I tried FTP, but it keeps
going down.”
“Can I get the logo as a png file? Where is that new photo we just shot
of their CEO?”
Account Supervisor
“Who has the job folder? We can’t leave
until Amy and Keith sign off on the last round of revisions.”
Art Director
Traffic Manager
DAM AS A NEW BUSINESS TOOL
10 pitches per year
=xAt $1,500
$15,000(that could be saved
with DAM)$
DAM for centralizingcollaboration & communication
DAM FOR COLLABORATION AND COMMUNICATION
Content Lifecycle
Produce
Plan Review
Manage
Publish
Analyze
The Widen Collective
Workflow
Templates
Assets
Portals
Insights
Planner
DAM FOR COLLABORATION AND COMMUNICATION
DAM FOR COLLABORATION AND COMMUNICATION
TemplatesWorkflow Assets
Visibility of all assets
DAM FOR COLLABORATION AND COMMUNICATION
TemplatesWorkflow Assets
Visibility of all assets
Know you have the final version
DAM FOR COLLABORATION AND COMMUNICATION
TemplatesWorkflow Assets
Visibility of all assets
Know you have the final version
Preserve + protect the brand
HOW?
DAM FOR COLLABORATION AND COMMUNICATION
DAM can facilitate key parts of the creative process (finding and sharing assets, reviewing and approving projects, and version tracking).
DAM FOR COLLABORATION AND COMMUNICATION
Adobe Creative Cloud Connector
Connect to the Widen Collective right from InDesign,
Photoshop, and Illustrator
DAM FOR COLLABORATION AND COMMUNICATION
Workflow
Streamline project collaboration, review,
and approval
DAM FOR COLLABORATION AND COMMUNICATION
Portals
Share your brand in a personalized way for different audiences.
An example of this would be...
● Agency custom in Sausalito
● Has one portal for MINI Partners to login and get assets for their marketing needs
● Another portal for BOTOX to access their agency-created marketing materials
● Agencies that want to showcase groups of assets that tell their customer’s marketing stories
DAM FOR COLLABORATION AND COMMUNICATION
DAM FOR COLLABORATION AND COMMUNICATION
DAM FOR COLLABORATION AND COMMUNICATION
DAM FOR COLLABORATION AND COMMUNICATION
DAM FOR COLLABORATION AND COMMUNICATION
DAM as an innovative tool
HOW?
DAM AS AN INNOVATIVE TOOL
Use Insights analytics to track embeds, shares, and downloads, then see/show which content is performing higher than others.
DAM AS AN INNOVATIVE TOOL
Access: https://p.widencdn.net/wfut2v
Carnival Cruise Journeys Video
DAM AS AN INNOVATIVE TOOL
Insights data showed that the Journeys video is the most shared and viewed asset in their DAM library.
When DAM is used as a core solution in your tech stack, agency and client teams can collaborate across the content lifecycle,
control the brand, and safely set assets free rather than hiding or hoarding them.
WHAT’S THE END BENEFIT?
Key takeaways
1Define your offering and distinguish yourself with DAM.
TAKEAWAYS
2Use DAM to unify teams and partners and make work more efficient, effective, and productive.
TAKEAWAYS
3Connect DAM to your people, processes, and business strategy for future growth.
TAKEAWAYS
4DAM is more than an image library. It’s a must-have production and intelligence tool.
TAKEAWAYS
