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Another DAM Podcast interview with Ron Gill on Digital Asset Management

Listen to Ron Gill discuss Digital Asset Management

Transcript:

Henrik de Gyor:  This is Another DAM Podcast about Digital Asset Management.  I’m Henrik de Gyor. Today I’m speaking with Ron Gill. Ron, how are you?

Ron Gill:  Hey, how is it going, Henrik?

Henrik de Gyor:  Good. Ron, how are you involved with Digital Asset Management?

Ron Gill:  That’s a good question. Like lot of my colleagues, Digital Asset Management was something that you kind of wander into. So in my case, I started out as a graphic designer with a fine arts painting background and throughout my career as a graphic designer all the way up to art director, I was always involved with the management of large archives of assets, whether it be for the architectural firms that I was working for, the advertising firms that I was working for throughout the cycle. And this is before Digital Asset Management and even became a industry, let alone a descriptor for what it is that we do. It was a series of organizing and making these assets useful within the company. So as the tools got better and as the systems got more elaborate, I basically had a trial by fire, a learning experience from the ground up. It was learning about how these systems are being used and how I could best implement them in the company’s workflow. So as I progressed, I became more and more involved and roughly around 2008 I became more heavily vested in Digital Asset Management. I kind of a made that my focus over design. So that’s how I got involved in Digital Asset Management, in the Digital Asset Management space.

Henrik de Gyor:  What are the biggest challenges and successes you’ve seen with Digital Asset Management?

Ron Gill:  They are quite a few challenges. And there are also a number of successes that I’ve seen and I had. The challenges I think are, they’re varied actually. So silos, information stored in silos and teams not being up to cooperate with each other are some of the biggest challenges because in each, in each silo you have system, a subject matter experts that understand the content for their silos and they don’t necessarily communicate too well even though, for example, if you’re doing or you’re working for a marketing organization and the company is large enough so you’ll have different wings or different teams working on different aspects. They all might be doing different things, but in the same industry or sharing the same goal. So getting all these silos together is one of the biggest challenges and getting people to recognize that I think is the biggest challenge for Digital Asset Management. In the beginning, it’s getting a company sign on and higher-ups to pay for the system because it’s not something that you can get overnight.

Ron Gill:  It’s not something that’s going to happen, you know, by pulling the software off the shelf and then plugging it into your system. It’s something that takes thorough investigation. It takes an understanding of how the company is using assets and it’s understanding the needs of the end user. So those are the biggest challenges that, I think in Digital Asset Management. Of course, there’s a number of splinter challenges that come up from that way, you know, adding metadata and who gets to add metadata, adoption, so on, so forth. In the beginning, the biggest challenge is getting everybody on board and understanding the baseline workflow that needs to happen inside the Digital Asset Management system.

Ron Gill:  Now, so far, successes, successes wouldn’t be obviously getting that challenge, taking care of, so being able to find what the company would need in so far as their workflow is the biggest success I think you can have initially. Finding the system that is going to work for multiple teams and the system that will best make their output and workflow more efficient is the biggest success. Once you have a working DAM in place, those successes will come.

Henrik de Gyor:  What advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Ron Gill:  Advice I’d like to share with people aspiring to become professionals. There’s not too much information online or anything that you can glean through the Internet. There is some resources that you can, forums. I think Deb Fanslow has a great one, DAM Peeps. This is for non-vendors. It is a invite only Google group or forum and it’s a good resource that just came up. And it’s good to learn as much as you possibly can and there’s so many industries that DAM touches. So obviously going to big events like Henry Stewart or going to DAM Meetups will expose you to different areas, different industries. I mean I’m still talking to people that are also Digital Asset Managers, but I’ve never met before or I have, I didn’t know that industry was using DAM in that fashion. So getting out there and, and meeting new people and seeing how they’re using DAM to help their company and help their workflows is a vital resource. I mean, it’ll help you tremendously in, in what you’re doing and you’re trying to achieve.

Henrik de Gyor:  Well, Thanks, Ron.

Ron Gill:  All right. Excellent. Thank you.

Henrik de Gyor:  For more on this, visit anotherdampodcast.com. If you have any comments or questions, please email me at anotherdamblog@gmail.com. Thanks again.


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Another DAM Podcast interview with Victor LeBon on Digital Asset Management

Transcript:

Henrik de Gyor:  [0:01] This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today I’m speaking with Victor LeBon. Victor, how are you?

Victor LeBon:  [0:10] I’m very well, Henrik, how are you?

Henrik:  [0:11] Good. Victor, how are you involved with Digital Asset Management?

Victor:  [0:15] Henrik, I’m the Director of Marketing Technology at a company called ICP.

ICP is a company that started in advertising production which is we still do today. That’s my background and why I joined the company.

[0:28] Advertising production relies on the key principle of reusing and repurposing contents. In essence that its core business, but doing so in a way that is compliant and it complies with legal, regulatory, and brand guidelines as well. That’s the key principle of Digital Asset Management as well.

[0:46] I started working on the advertising production side. My first opportunity with DAM, was helping a client with their migration they wanted to have from one system to another. Then, I worked as a Business Director for Unilever ‑‑ one of our key clients in this area ‑‑ supporting their asset management solution.

[1:02] These days, I look after all of our clients here at ICP and any services supporting marketing technology, of course, of which DAM is a central part. My day-to-day role these days focuses around digital transformation. How to integrate asset management effectively within the wider digital transformation ecosystem.

Henrik:  [1:21] How does a marketing communications production company use Digital Asset Management?

Victor:  [1:26] That’s a great question. We use DAM in all aspects of our business, both the advertising production and marketing technology services. For the marketing communications and production side of things it’s essential for the work that we do. We have to ensure we reuse and repurpose the content for our clients. Effectively reuse their assets.

[1:47] We have to be compliant. We have to provide our clients with visibility and transparency both on the creative process, the review and approval process, as well as the final output.

[1:58] Touch points with DAM, is restricting master creatives, downloading those key assets, the whole MRM aspect which is approval and work flow, as well as uploading the adaptations, which we ourselves produce. Then of course, distributing it to the end points.

[2:14] ICP took a slightly different strategic direction from other marketing communication production companies in the sense that we don’t develop our own software. We very much wanted to remain agnostic and ensure we use whatever solutions best suited for our client needs.

Victor:  [2:30] If a client has a solution, a DAM solution which they themselves have chosen, that’s best suited to their needs in our production areas we can also make use of that. We have a solution that we use in‑house but we are not wedded to it. We can make sure that whatever we chose and recommended is aligned to our client needs.

[2:46] For example, for one of our clients Diageo, we offer both production services and marketing technology services. That works really well because we have an overall understanding of the end‑to‑end process for the assets that we work with for our clients and both the creation thereof and the management thereof in the systems as well.

Henrik:  [3:05] Victor, how do you see the role of Digital Asset Management in correlation with digital transformation?

Victor:  [3:10] I think this is something that’s changed very much in recent times where digital transformation initiatives are happening everywhere we see. Prior to digital transformation, asset management was happening. It was really about finding ROI and finding efficiencies in the clients process. The key change now is that DAM, or Digital Asset Management is now no longer really optional.

[3:38] If a company wants to go through a digital transformation program, they really have to have DAM as part of their core pillar of their capabilities. You need to look at the end‑to‑end states, with digital transformation.

[3:50] You have to start off with sometimes what might be a very mature DAM system. Or if you’re starting at this from scratch, you might need to go on and start an new DAM system or consolidate, but you can’t have services that operate in silos. You can’t have technology that operates in silos, as well.

[4:06] No matter what your technology or supplier landscape in, digital transformation is really about bringing those together and providing a consolidated ecosystem, both of services, and technology, and capabilities to offer that seamless experience for the clients and customers.

Henrik:  [4:23] What are the biggest challenges and successes you’ve seen with Digital Asset Management?

Victor:  [4:28] I’ll try not to be too controversial here. One of the biggest challenges that we’ve seen and I think this is probably the same thing for many companies like ourselves, is internal stakeholders at our clients, and working with lots of different parties. Indeed, they all have their different priorities, their different agendas, their different KPIs and the key things they need to try and achieve.

[4:51] That brings different requirements to the party, and different perspectives, I say, as on what is critical for success. I think the bigger the solution, first of all, the more stakeholders you have to involve to ensure success. That brings in itself its own challenges in getting those individual stakeholders to align. Of course, looking at the reward at the end of that is the bigger the solution, the more the stakeholders, the greater the potential benefit.

[5:16] One other key challenge which we’ve seen as well is technology never moves as quickly as the requirements. Everyone wants something and they want it now. By the time it’s available, they want something different. Looking at change, how technology is implemented, and how support around that technology is implemented, that will stand the test of time.

[5:37] Providing support to the business, and to the various department who uses this technology whilst at the same time continually improving the solution is a big challenge which I think we’ve got a lot of experience in doing. We’re quite excited about delivering that.

[5:52] In terms of successes, again, I’ll be slightly controversial and say that for me the biggest success is when we can get clients to the stage when we can step back and a lot of our core services are no longer required. We will have achieved our goal of embedding that solutions part to business as usual processes.

[6:12] We’ve helped work with software developers and business to make the system more refined or work towards making data gathering process much more efficient. We’re really starting to see success now as when that DAM system achieves a certain level of maturity, that it can really be integrated effectively, within the wider ecosystem.

[6:35] It’s like a well‑oiled machine that operates very effectively on its own sometimes and very independently from us. We’re happy to embrace that because we work almost sometimes to develop ourselves and the services we have into obsolescence because we want to deliver value for our clients at every stage. We know if we deliver value there and demonstrate that to the clients, then they’ll find something else for us to do.

[6:57] That’s something we are quite excited to work in partnership with our clients to deliver.

Henrik:  [7:02] Victor, what advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Victor:  [7:08] First of all, I’d like to say that this is a really exciting industry. I’m massively passionate about this. I get to quite excited thinking about working in this area. So much is happening in this space and this is going to be so fundamental to the growth and success of organizations everywhere.

[7:24] My advice would be have a passion for what you do and for delivering value and quality. Start by delivering value in your role in your job, in your company or whatever. Whatever area of the DAM industry that you work in, whether you’re on the client side, or the software vendor side, or the services side as we are.

[7:42] Then the opportunities grow. I think taking that approach of doing the job you’re been asked to do. Doing it really well and passionately, then the opportunities come to you because clients and partners can recognize you’ve got a really good investment in getting it right. Then after, you can grow it from there.

[8:03] The other piece of advice I would say is never stop learning. Never stop asking questions and being curious about the world around you. The technologies change, organizations change, the relationship between marketing and customers has fundamentally changed.

[8:19] Big organizations are getting this now, that they need to embrace change and making it part of their day‑to‑day. Embracing change all together, with all the different parties working together and being OK, with that makes for a really exciting journey that we can go on.

Henrik:  [8:34] Excellent, well thanks Victor.

Victor:  [8:36] Thank you Henrik.

Henrik:  [8:38] For more on this and other Digital Asset Management topics, go to anotherdamblog.com. For this and 180 other podcast episodes, go to anotherdampodcast.com. If you have any comments or questions, please feel free to email me at anotherdamblog@gmail.com. Thanks again.


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Another DAM Podcast interview with Michelle Lowe on Digital Asset Management

 

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • How does an organization focused automobile advertising use Digital Asset Management?
  • What are the biggest challenges and successes you have seen with DAM?
  • What advice would you like to share with DAM Professionals and people aspiring to become DAM Professionals?

Transcript:

Henrik de Gyor: [0:01] This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today, I’m speaking with Michelle Lowe.
[0:09] Michelle, how are you?
Michelle Lowe: [0:10] Hi, Henrik, good. How are you?
Henrik: [0:11] Good. Michelle, how are you involved with Digital Asset
Management?
Michelle: [0:15] I am the Digital Asset Manager in an automotive agency, and I
was introduced to the Digital Asset Management more than a decade ago when
we started producing digital assets and that created a need of storage for all
the photography, illustration, videos. Now, in the recent years, we started the
apps, too, the applications. At the beginning, we created a rudimentary digital
storage. We didn’t have anything. We called it a jukebox. That was based on the
[0:37] hard drives, DVDs and servers, which didn’t work very well with us.
But later on, we were able to acquire a Digital Asset Management system, and
our lives completely changed, became a lot easier.
[1:01] A couple of years ago, I moved to another agency that didn’t have any
type of storage system. They were in big need of a DAM. With my previous experience,
I was able to put in place a Digital Asset Management system, making
sure all the assets are easy to be accessed, the metadata is correct, the rights
and expiration dates are up to date. For legal matters, this is very important in
the advertising world.
[1:30] I am responsible for adjusting and processing all the agency’s assets and,
also, for delivering them to our clients’ central DAM system. They have one, too,
because they have many agencies they work with. They use all the assets such
as digital assets, from every other agency.
[1:51] Our agency’s digital asset system is a central repository where every art
director, or designer, or buyer, competitor even, account executives can access
the assets and use them for their project.
[2:05] DAM is a very flexible storage system, we have all kinds of files, APS, has
JPEG s in designs. We have them in all kinds, audio and video files, too. That
helps a lot.
Henrik: [2:21] How does an organization focused on automobile advertising use
Digital Asset Management?
Michelle: [2:26] Because our client operates globally, we must be efficient.
When it comes to digital assets, advertising now is a very fast paced environment
and projects have a quick turn around and having DAM systems helps immensely.
[2:41] We’re introducing a very large number of assets with our projects
but at the same time, for budget purposes, we have to share the assets with
other agencies that work for the same clients. To meet these needs, we deliver
to our client everything we create along with the metadata and they add them
to their central DAM system where the other agencies, around the world, have
access to.
Henrik: [3:07] What are the biggest challenges and success that you’ve seen
with Digital Asset Management?
Michelle: [3:11] Usually, adoption would be one challenge, and getting people
to know about Digital Asset Management system and accepting it and finally
using it. But since I have the system, I had to train and many times, I go one-onone
team members and it’s challenging. [3:30] Another challenge is the metadata
which is a very important part of any DAM system and everyone needs to
be
involved in it, in the input of it. Not only for the legal aspect of it but also
because the quality of the metadata we applied to the assets can affect the
chances of them being found and subsequently used. Every word becomes
of keyword.
[3:55] Eventually, if you research that, DAM has a great future. I would like to be
better at it that and advertising. It’s a challenge, at this point, too. That’s the
best thing when we have our colleagues and team members learning something
about it and working with it and finding that it’s making their lives a lot easier
that is the best thing.
Henrik: [4:23] What advice would you like to share with other DAM professionals
and people aspiring to be DAM professionals?
Michelle: [4:27] A Digital Asset Manager needs to have great organizational
skills, be focused, and try to stay consistent. I think a bit OCD, if I can say that
would actually work because a perfectionist is an ideal candidate for the DAM.
[4:46] Another advice would be understand the user’s rights and copyright law
and really understand the work flow process of your organization that you are
involved with that is very, very important.
[5:00] I’ve been doing this for a while and I think working on DAM is just perfect
because it gives you challenges and gives you joy. Every day, I can tell you,
it’s the best.
Henrik: [5:13] Thank you, Michelle.
Michelle: [5:14] You’re welcome. It was a great pleasure.
Henrik: [5:17] For more on Digital Asset Management topics, log on to
AnotherDAMblog.com. Another DAM Podcast is available on Audioboom and
iTunes. If you have any comments or questions, please feel free to email me at
AnotherDAMblog@gmail.com. Thanks again.