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Another DAM Podcast interview with Frank Chagoya on Digital Asset Management

Frank Chagoya discusses Digital Asset Management

 

 

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • Why does a multi-national advertising and marketing firm use Digital Asset Management?
  • How does a Digital Asset Management system help you maintain brand consistency?
  • How do you order something in the DAM to maintain that consistency?
  • What advice would you like to share with DAM Professionals and people aspiring to become DAM Professionals?

Transcript:

Henrik de Gyor: [0:02] This is Another DAM Podcast about Digital Asset
Management. I’m Henrik de Gyor. Today I’m speaking with Frank Chagoya.
Frank, how are you?
Frank Chagoya: [0:11] Good, Henrik. How are you today?
Henrik: [0:12] Great. Frank, how are you involved with Digital Asset
Management?
Frank: [0:17] For Leo Burnett, I’ve been involved in the original RFPs, evaluation
and selection of the DAM provider for our first implementation. We currently
have several launches of DAMs for a number of our clients. As a global hub
with multinational offices, we needed a vendor that would be able to provide
services and sufficiently support these offices and our client’s needs. I’m also
involved in the ongoing DAM maintenance, development, training, and the
training of our end users, as well.
Henrik: [0:54] Why does a multinational advertising and marketing firm use
Digital Asset Management?
Frank: [0:59] That’s a really good question. Many of our clients are also multinational
and require brand consistency for all their products and campaigns. [1:07]
For example, let’s say we have a client that has a need. A simultaneous launch
of a new product in a major multinational set of markets. This is to coincide with
the release of a major motion picture, so timing is critical.
[1:23] Leo Burnett, as a hub and a brand steward for the creative advertising, will
maintain approved ads and artwork. We provide distribution, as well. Assets can
be
ordered for distribution or repurposing. This provides a global consistency
and efficiency for the brand management to the client.
[1:43] We also provide the reduced time to market. We provide our clients with
leading edge technology to improve performance for unimpeded access and
fulfillment of their assets globally.
Henrik: [1:57] Frank, how does a Digital Asset Management System help you
maintain brand consistency?
Frank: [2:02] For Leo Burnett as a brand steward for our clients, we provide
the assets that they require for their multinational campaigns. We may provide,
or actually be, the hub for the creative here in Chicago. Then this campaign
launches out into, say other, even third world countries. [2:22] Let’s say the president
of this company comes in and says, “We’re going to do this campaign.”
Here it is in Chicago, they see it printed on a billboard. They want to make sure
that when they step out into, let’s say China, off a plane. They see a billboard of
the exact same ad, that it looks exactly the same.
[2:41] We provide the assets that are distributed, not only for local campaigns,
but multinational campaigns. So that once you have these assets stored in one
place, your client has an adequate resource for redistribution of that particular
asset.
[3:01] Even if there’s an image in an ad that’s produced here in the States and
then they want to do another image in another country. It’s not necessary. They
have the ads that were used as originally approved sets of campaign ads. Those
can be redistributed globally.
Henrik: [3:19] Great. Frank, how do you order something in your Digital Asset
Management System to maintain that consistency?
Frank: [3:26] Our system has 24 hour access via the Internet. Obviously, it’s a
secured access that we use to provide to not only our own facilitates, but to
the client as well. Let’s say, the client decides they want to do an ad in China
that they produced here in the States. They can actually look for that ad on the
site. Once they locate it, they can select it, order to their cart, and then they’ll
receive an email with a hot link that says, “This is what you want. You can download
it via secured link.” [4:01] Then even if he doesn’t want to deliver it himself,
he can pass that link onto someone else who has secured access to this site, and
then get these files so that they can repurpose them. Obviously, when they repurpose
it, they’re going to be doing the language change. So we can provide
them not only with the final asset that was actually produced in the States, we
can actually give them a file that’s workable.
[4:25] So that they can manipulate it and make their changes to the local market.
Henrik: [4:29] Great. What advice would you like to share with DAM professionals
and people aspiring to become DAM professionals?
Frank: [4:34] I have lots of advice. [laughs]
Henrik: [4:36] Please.
Frank: [4:39] I think that attending the industry events is a critical given.
Because these venues provide access to knowledgeable people who have the
“been there, done that” experience. My biggest piece of advice is to get into
the mix and get some answers, be part of the network. That’s a very important
part. When you’re doing this, don’t hesitate to ask people questions. All people
that I have had interaction with have been more than happy to lend tips and
advice. [5:10] In fact, you might ask for a cup of sugar, let’s say, and end up with
the entire bag. One of the other things that I have as a major piece of advice
would be, make sure you don’t plan your DAM into a corner. Many people focus
on what they need for a DAM, but don’t quite look at the horizon. I think that
you should make sure that you get what you need for your DAM as you need it
now, but then also make sure that you have plans for its future.
[5:41] Always take a look at what other features might be available, or what you
might need as a business to add to the features of your own DAM. Make sure
that there’s an open door for that future.
Henrik: [5:53] Great advice. Thanks, Frank. For more on this and other
Digital Asset Management topics, log onto AnotherDAMblog.com.
Another DAM Podcast is now available on Audioboom, Blubrry, iTunes and the
Tech Podcast Network. Thanks again.


 

 

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Another DAM Podcast interview with Philip Guiliano on Digital Asset Management

 

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • How do you use Digital Asset Management when it comes to Brand Change and Brand Management?
  • What advice would you like to share with DAM Professionals and people aspiring to become DAM Professionals?

Transcript:

Henrik de Gyor: [0:02] This is Another DAM Podcast about Digital Asset
Management. I’m Henrik de Gyor. Today I’m speaking with Philip Guiliano.
Philip [0:10] , how are you?
Philip Guiliano: [0:12] I’m very good, thank you.
Henrik: [0:14] Philip, how are you involved with Digital Asset Management?
Philip: [0:16] BrandActive is a brand implementation and management company.
This means that we get involved in large scale mergers, acquisitions, large
scale rebranding programs, and managements of brands that currently exist in
the market. [0:31] Our role is to be involved in the transition and management
of every single asset that a company has, from signage to vehicles to branded
environments, retail locations, documents, forms, uniforms, IT systems anything
that you can think of that is a physical or digital asset that carries the name,
logo, colors, any identity element of a brand.
[0:52] Our role is not to create the brand strategy or design. We don’t do any
of that creative development work. Our role is truly the implementation and
management.
[1:01] What that means is, through our process of scoping out the brand change,
through doing a detailed inventory of what are all of these assets around the
globe that the company controls. How do they manage that transition? What
are they going to do with each individual asset? What’s the project organization
look like, and how do you manage that process?
[1:22] Through that process, we gather tons of pictures, tons of examples, tons
of video, all of their current assets, as they exist today templates, files, all of
that. We gather a lot of robust data around the inventory, the cost elements, all
of that stuff that is related to those assets how they’re produced, how they’re
designed, how they’re procured.
[1:46] We put that into database systems. We then work with our clients to create
the workflows, drive those workflows through implementation and on through
brand management.
[1:59] As an organization, when it comes down to the system side, we use systems
internally, for ourselves. We also use systems that are client facing. We do
what we call a “brand implementation and brand management platform” that
drives the implementation of the brand across all these assets.
[2:19] So that’s location rollouts, things of that nature, all of their template refinements
around the globe empowering their employees with templates and processes
that they can use to rebrand their assets as well, or manage their brand
assets as they exist. We get involved in the creation of platforms like that.
[2:38] We also offer a Software as a Service Digital Asset Management platform,
built on the ADAM platform for small-scale and medium-scale clients that want
to get experience and exposure with how Digital Asset Management works,
what it’s capable of, what’s the value in it. We do a pilot test.
[2:55] That platform’s also available for large clients. Some of our larger clients
that are more global will use that platform to do a pilot program for a certain division
within the company or a certain department within the company. From a
systems basis, we do the brand implementation platforms and we do Softwareas-
a-Service DAM.
[3:17] We also do vendor agnostic consulting services, where we will go into a
company and define their requirements, look for a business case for systemization,
lead vendor selection programs, and project manage their implementation.
That’s how BrandActive’s involved.
Henrik: [3:35] How you use Digital Asset Management when it comes to brand
change and brand management.
Philip: [3:40] The way in which we use it is to empower our clients and empower
their employees with managing the very complex assortment of digital
and physical assets that they have. [3:55] I’ll use an example. When we’re going
through a brand implementation with a client that, say, has 60 manufacturing
facilities, 1,000 retail locations, and corporate offices and sales facilities around
the globe, there are lot of different assets that have to be transitioned. There
are all the locations, all the signage, all the vinyl graphics, all the millwork, all of
the documents, forms, everything.
[4:21] What we will do is collect all of this information, we will put it into a system,
and then we will create the workflows for those clients that will drive the transition
of those assets through to completion, so that they actually hit their target
dates. They have full cost visibility and full cost control, vendor management
control, again, across physical and digital asset creation.
[4:43] Their employees have the tools and the templates that they need to take
what is a final created asset and localize that, customize that, change language,
anything that they need to do. From a multilingual, from an asset integration,
from a data integration, across multiple systems anything they need to do in
that area to manage the creation of their digital and their physical assets.
Henrik: [5:10] What advice would you like to share with DAM professionals and
people aspiring to become DAM professionals?
Philip: [5:13] Take your time. [laughs] That’s probably the best [indecipherable
05:16] . Honestly, I see so many programs and so many clients and prospects
that we’re dealing with that understand that they need a DAM solution or a
MRM solution, a MAM solution. [5:31] They understand what they’re doing
currently without tracking, without reporting, without metrics, without visibility
into how they can get operational improvement, without visibility into how
they’re spending their money, and how they could potentially save that money
by systemization.
[5:50] They understand that they need to change that, and they look into a
solution without truly defining their requirements. By that I mean, “What are the
business drivers? What problems are they trying to solve? What are the political
and cultural issues that are going to impede the program acceptance? What
solutions are really going to address their needs?”
[6:10] There are a lot of people that I’ve seen that have evaluated DAM and
MRM based on what seems like excellent functionality, and it is. It’s fantastic
functionality for companies that need that functionality. But the truth of the
matter is that that functionality would never get implemented at their company.
[6:26] They end up picking a vendor that is not actually going to live up to what
they really need. They may be a client that needs amazing customization across
their user interface and across their workflows. They need workflow automation
or they’re not going to live their business case. They end up picking the solution
that doesn’t allow them to be as flexible as they need to be in that area.
[6:47] Taking time to really define a business case for change, really understanding
the business drivers, the metrics, how you’re going to measure success in
the end program, and what you can measure currently to illustrate that success.
Really define your requirements that’s business, technical, functional, every
requirement that you can nail down so that you know what it is you’re evaluating
a vendor based off of, and that you are actually evaluating them based on
your needs.
[7:14] Engaging internal resources is a big one, throughout the process. As
we take people through business case development, and as we take people
through requirements development, we’re engaging resources across every area
of the organization.
[7:28] I definitely recommend doing that because these are the users of your
platform. These are the people that are really going to drive the success of the
platform. The earlier you engage them, the better the program’s going to be.
[7:38] I guess that brings up considering the cultural dynamics, as well. It’s very
similar for us and our brand implementation program. Really understanding the
culture dynamics, knowing what a solution is going to mean to the various users
within the organization, and what is going to stop them from using it.
[7:59] Having a solution alone definitely does not mean that people are going to
use it. Having the solution that isn’t built around the way people work within the
organization is absolutely going to assure they won’t use it.
[8:08] The engagement, training, and customization to the way people work,
understanding the workflows, and how you want to automate them. Definitely
including tracking and reporting, that’s going to be very key not only for acceptance
of the system at a user level but also executive level acceptance, and your
ability to continue to grow the program within the organization, beyond your
initial deployment.
Henrik: [8:33] Great. Thanks, Philip.
Philip: [8:34] Thank you very much. I appreciate the call and definitely appreciate
the time.
Henrik: [8:39] For more on Digital Asset Management, log onto
AnotherDAMblog.com. Another DAM Podcast is available on Audioboom,
Blubrry, iTunes, and the Tech Podcast Network. Thanks again.

 


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Need a Digital Asset Management Consultant?

Another DAM Consultancy can help. Contact us today.