Here are the questions asked:
- How are you involved with Digital Asset Management?
- How does a global beauty company use Digital Asset Management?
- How has Digital Asset Management been able to save you time and money?
- What advice would you like to share with DAM Professionals and people aspiring to become DAM Professionals?
Henrik de Gyor: [0:02] This is Another DAM Podcast about Digital Asset
Management. I’m Henrik de Gyor. Today I’m speaking with Alex Wolff. Alex,
how are you?
Alex Wolff: [0:10] I’m doing excellent. How about yourself?
Henrik: [0:12] Great. Alex, how are you involved with Digital Asset
Alex: [0:17] I’m the Manager of Sales Technology for Coty Beauty. That’s actually
in the sales side, not on the technology side. I was tasked with finding a
solution for delivering images from our New York office to our field sales, which
are spread throughout the US, and also to customers, and occasionally to third
party vendors. [0:43] I had to go through the whole process of selecting a DAM
vendor and implementing that solution here, finding the right parties internally
to eventually own it, and in terms of moving the images from place to place
and distributing to the field. It was an exercise in replacing the manual effort of
burning disks, shipping them everyplace, and tracking those requests. It was a
lot of work being done here, a lot of manual stuff.
Henrik: [1:21] Sounds like it. How does a global beauty company use Digital
Alex: [1:25] We use it a couple of different ways. There are various tools. The
very basis, everything starts with the idea for a graphic or an image. From the
time that image is developed and then eventually either shot, if it’s photography,
or created in Photoshop, or illustrated, the whole request and concept
needs to be tracked from person to person and approved as it goes from creative
to marketing to sales back to creative. [2:01] The Digital Asset Management
system helps keep the notifications moving. The next person in line in the workflow
has to be notified because the prior person approved it. That’s the basics.
Then it’s got to track where the images are stored in the file system so that
when a request comes in, it could be shipped out.
[2:24] The next piece is a library function, storing all of the images internally.
Then we needed a tool that was going to help us identify the images that were
ready, what we call our final, retouched images which is a small portion of the
thousands of images that we create. We make them available to the sales team
so they can provide them to customers for advertising or doing presentations at
Henrik: [2:53] Excellent. Alex, how has Digital Asset Management been able to
save you time and money?
Alex: [2:59] My role is to find efficiencies for the sales team. Sales team had a
two to three, sometimes four, week wait for images, even if they were already
shot because we didn’t have a way of finding them and delivering them quickly.
I had to find a solution, and from there I back off except for procedurally and
user type administration. [3:22] It’s amazing, we’re using a company called
Widen as Software as a Service. Our people, now, go in, find all the images
that they’re looking for, provided they’ve been shot, and get them back in their
hands in 10 to 15 minutes no matter where they are in the world.
[3:40] One consultant estimated that it cut out about a half a million dollars in
waste in terms of efficiency because of how much time we spent tracking. A lot
of people forget that most of the time surrounding all this, it doesn’t take long
to burn a disk. It doesn’t take long to ship a disk. But you could take two or
three hours’ worth of phone calls tracking over the life cycle of a request.
[4:03] First, it’s cut out the time to market which is it used to take us two to three,
maybe even four, weeks to get images out to our sales team from New York.
That cost would be 60 people overnight shipment. You’d have $15 for an overnight
shipment times 60 people. So each set of requests might save us $900.
[4:29] Additionally, there the time that’s spent burning disks, the time wrapping
them and shipping them. The efficiencies that we’ve received by going to an
outside vendor really paid off.
Henrik: [4:41] What advice would you like to share with DAM professionals and
people aspiring to be DAM professionals?
Alex: [4:47] I would start off with having a good foundation in library sciences.
They need to be somewhat technical, be familiar with Windows or the Mac
Operating Systems and the file systems. [5:04] The key to success is being able
to not store an image, it’s to be able to find an image. Categorization and
hierarchies are all things that people that are involved in DAM need to be able
to do very well to recognize what’s going to be effective or more to the point,
what’s not going to be effective.
[5:25] That will allow the end user who is not a librarian, to be able to quickly get
the assets in a timely fashion and delivered very quickly to the final destination.
Henrik: [5:42] Great. Thanks Alex.
Alex: [5:45] You’re so welcome.
Henrik: [5:47] For more on Digital Asset Management log on to
AnotherDAMblog.com. Another DAM Podcast is now available on Audioboo,
Blubrry, iTunes, and the Tech Podcast Network. Thanks again.