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Another DAM Podcast interview with James Chan on Digital Asset Management

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • Why would an organization focused around Architecture and Planning use Digital Asset Management?
  • What advice would you like to share with DAM Professionals and people aspiring to become DAM Professionals?

Transcript:

Henrik de Gyor: [0:00] This is Another DAM Podcast about Digital Asset
Management. I’m Henrik de Gyor. Today I’m speaking with James Chan. James,
how are you?

James Chan: [0:08] I’m great. I’m very good. How are you?

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

James: [0:17] Firstly, I can tell you very quickly about what we do here at the
studio. We’re an architectural visualization studio. Very quickly, what that means
is that we create photorealistic images of architecture before it gets built. My
role in that is that I help the artists to produce their renderings. What happens
is that the artist will get a 3D model and do their wizardry on it, their 3D
thing, and render out a 2D image of the building. [0:46] That’s when the things
I do come into play. What they do then is, with the render, they bring it into
Photoshop and add 2D assets into that. Assets could be photographs of trees,
people, plants, you name it. Whatever you need to do in order to make the
image look photorealistic. Sometimes it’s a whole image, like a photograph of
the site where the building’s going to go, and they literally just drop the building
into that photograph.
[1:17] Other times, it’s a complete render. What they do then is just add elements,
like people and trees, into the image. What I do is I have to maintain a
library of these images, of these assets. It’s a quite crucial role within the studio.
Because time is money. To be able to produce high quality illustrations or
images that you need to be able to find exactly what you need and be able to
put it into the image straight away.
[1:43] The artist doesn’t want to waste their time looking for things. They just
want to do a quick keyword search, browse a folder or whatnot, within the asset
management system, and find exactly what they want straight away. Quite
often, we get some artists who work with other studios. They come in here, start
fresh and are absolutely overjoyed that they have a really nicely organized and
curated library of images they can just dig into and get what they need.

Henrik: [2:07] Why does an organization focused on architecture and planning
use Digital Asset Management, beyond what you just said?

James: [2:13] Architecture is a very visual discipline. Historically, designs for buildings have started off as sketches. Even current buildings, such as Renzo Piano’s The Shard of Glass which is a great big building being built in London.
It’s a very striking building. It is literally a shard of glass going into the sky. That
started out as a sketch on a napkin.

[2:36] From then, it was put into a CAD drawing. Then, we produced a photorealistic rendering from that. With architecture, they really do communicate in images. I know that in dedicated, proper architectural firms, they use asset management systems. Because that’s how they communicate with each other. They have drawings. They have site photography.

[2:57] They have model shots of models they made themselves. Architecture is
awash with images. It’s crucial for an architectural firm to be able to organize
all their images very effectively. For planning, they use images as well. But it’s
more of a 3D thing. They use a lot of 3D techniques to do their work. But again,
you have to find the images first. It’s really just about finding your images. If you
can’t find them, we all know, it’s not going to be much good to anyone.
[3:33] The artists are fantastic at producing great renderings and 3D files. But
they’re terrible when it comes to the metadata. That’s where I come in. If you
don’t have good metadata, it’s going to be a nightmare to find anything. I provide
the structure and then I also provide the oversight, to make sure things are
keyworded properly and named correctly and organized in a way that makes it
very easy to find it.
[3:57] Architects often are very creative people. Quite often, organization isn’t
necessarily part of the creative process. I know a lot of architects are very well
organized. But it’s quite common for them to lose their images and to have to
come back to us, to say, “We need those images you rendered for us three
years ago,” or whatever. “Because we’re going to have to make some amendments
to it.” Or, “Planning has come around again. We can’t find them anywhere.
Please send them to us.”
[4:24] We really are able to find the images in moments. Whenever we can do
that and we send it to them, they’re overjoyed. They can’t believe how quickly
we can pull out even ancient photographs in moments. It really does help our
client relations.

Henrik: [4:41] What advice would you like to share with DAM professionals and
people aspiring to become DAM professionals?

James: [4:45] With the DAM professionals, the two main things I’ve been thinking
about is, understand the users and understand the business needs and
problems. Because Digital Asset Management is really just about problem solving.
You have to understand the problem that exists. Quite often, people don’t
realize that there is a problem or that there’s a better way of doing things. Think
about how to make it as easy as possible.

[5:11] You do that by understanding everything about the business and how people interact with their assets. Also, once you understand that, you need to understand the technology. Once you have a good understanding of the technology, you can come up with solutions, creative solutions. It’s like Photoshop. The more you know about how to use Photoshop, the more ways you can fix a certain problem. You can do the same thing, address the same problem, in Photoshop, in one way, but in many different ways.

[5:47] In an individual situation, you might need a different technique. That’s the
same for Digital Asset Management, the same for metadata. You have to know
your technology inside out, in order to get the most out of it. There are my two
tips for the DAM professional. Also, another thing is, always look for the most
simple and elegant solution. That’s really hard to do. It’s easy to make a very
complicated solution to a problem.
[6:14] Anyone can do that. [laughs] It’s trying to find the most simple, elegant
solution that, when you actually come up with it, you wonder why you haven’t
come up with that 10 days before, or a month before, or a year before. When
you have that kind of a solution, that’s when you know you’ve hit on the gold
dust. Gold dust is simplicity in all Digital Asset Management things. Anything
that makes things more complicated, more time consuming, takes more time to
teach someone, then you really have to go back to the drawing board. Because
it’s a waste of effort.
[6:46] The effort should always go into finding the most simple, elegant solutions.
As for people who want to become Digital Asset Managers, how I came
into it was that I was working in a sports photography agency. We’d be processing,
in a team of 10 people, a thousand images or so. Whether it be live images,
coming in live from the football field, or taking the orders from the photographers,
when they have a couple of hundred photographers coming through.
[7:17] The way the images would flow from the photographer, through the production
department, into the archive and onto the website got me thinking
about workflow. That got me thinking onto Digital Asset Management. That’s
where I found Peter Krogh’s book. I can’t pronounce his surname.

Henrik: [7:34] Peter Krogh, yeah.

James: [7:36] That’s the one, The DAM Book. I found that book. That really
inspired me to look more and more into things. That’s how I got my current job.
I found problems which I found interesting. I wanted to find solutions to that. I
did some research. I discovered a whole field called Digital Asset Management.
It’s still a very young field. I got to where I am now just by being inquisitive and
trying to understand the problems other people or organizations might have
and try to think of ways I could solve them for them.

[8:09] Luckily, I found this job here at the studio where they literally did advertise the job as a job for a Digital Asset Manager. That was certainly easy for me to find this place. It was
a very nice fit. I went straight in there. I said some few key things, which were
metadata, control vocabulary, Digital Asset Management systems. I mentioned
a few blogs or a few people who talk about Digital Asset Management. I got the
job within the first 10 minutes.

[8:36] They’d been advertising the job for more than two months, and interviewed
over 30 or so people. I was the only person that actually understood the
job. It was a bit of a no-brainer for them, and it was a no-brainer for me. It was a
perfect match. To anyone who wants to become a Digital Asset Manager, they
have to do the research. Understand that you need to be a problem solver and
come up with creative solutions to problems.

[9:04] Also, I view my role as being a communicator between the technical side
of things and of the creative side of things. Often, the end users of Digital Asset
Management systems are creative people. Sometimes they don’t understand
technical things. So you really do need to be able to have the ability to translate
technical things into lay person speak. On that note, don’t worry if you come
across, for example on Twitter, I see a lot of people talking about pretty technical
things, things that go over the top of my head.
[9:40] It got me a little bit bothered, to think that maybe I’m at a very low level in
my career. But I got over that very quickly because I realized that you don’t need
to be an IT professional to work in Digital Asset Management. You just have to
know how the software works and can always learn. It’s a process of learning.
That’s why you have IT departments. [laughs] That’s why you have people who
are IT professionals.
[10:06] They don’t necessarily understand how the software or the technology
would work for the end user. That’s where you come in. You need to be the
translator between the IT professionals and the end users. Once you understand
how that works, you can find yourself in a very rewarding career. That’s
that. That’s me. That’s my rant. [laughs]

Henrik: [10:23] Excellent. Thanks, James. For more on this and other
Digital Asset Management topics, log onto AnotherDAMblog.com.
Another DAM Podcast is 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.

Related Articles

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Need Digital Asset Management advice and assistance?

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Another DAM Podcast interview with Steven Brier on Digital Asset Management

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • Why does an international hotel chain use Digital Asset Management?
  • What advice would you like to share with DAM Professionals and people aspiring to become DAM Professionals?

Transcript:

Henrik de Gyor: [0:00] This is Another DAM Podcast about Digital Asset
Management. I’m Henrik de Gyor. Today I’m speaking with Steven Brier. Steven,
how are you?
Steven Brier: [0:10] I’m just fine. How are you?
Henrik: [0:12] Good. Steven, how are you involved with Digital Asset
Management?
Steven: [0:15] I’m the Product Owner, for lack of a better term, of the Marriott
Digital Asset Management System, and several applications that leverage the
DAM to activate brand voice, and automate marketing and sales efforts for 11
different brands worldwide.

[0:34] In this role, I develop a strategy. I prioritize
the development. I manage all the internal and external resources. Whether that
be our development shop, advertising agencies and others. I serve as liaison
between the business and what we call the tools, which includes the DAM and
any of the other applications that link into the DAM. I also project manage any
integration efforts between other applications in the DAM which is extremely
important.
[1:05] We’ve made the DAM accessible through an API. That makes it much
easier for other applications to tap into those assets that live there, further
gleaning and pulling value out of those assets.
Henrik: [1:23] Why does an international hotel chain use Digital Asset
Management?
Steven: [1:28] Marriott uses it to secure the investment that’s made in digital
assets from a property standpoint and also, from a corporate standpoint.
Whether we have assets for brand and brand marketing, human resources, internal
communications, we use the DAM to secure that investment. Also, to glean
the maximum value we can out of those assets.

[1:56] Before we actually had this
thing, assets were stored on servers in hard drives and disks. You really couldn’t
access them, not in a global fashion, and certainly not even a cross department
way. This now allows people to use these assets, and to actually get them out
to people.
[2:18] The reason why we initially built it was to help build our brands. We were
going to a strategy of brand distinction. We really needed to categorize assets
that would be used specifically for each brand and not cross pollinate, if you will,
so that we could get a distinction.
[2:40] I guess the final thing you could say is just to save money, because they’re
specific. We collapsed nine different databases around the world, and I wouldn’t
even say that was all of them.
[2:56] We did that in a formalized way, but then I think there have been other
teams, groups, and organizations throughout Marriott who have since found our
tool and added their assets to the system, as well.
Henrik: [3:12] What advice would you like to share with DAM professionals and
people aspiring to become DAM professionals?
Steven: [3:18] The first thing is, if you’re going to be taking something on like
this, you’ve got to have some thick skin, [laughs] because it’s very sensitive.
Everyone has their own ideas how it should be done, and then they’re very
protective as to their assets and the control of those assets.

[3:38] In large corporations like Marriott it is, as I like to say, a house to house battle. It’s pretty rare that you see a company that scopes out to centrally fund an enterprise like
solution, because many times it’s millions of dollars, you have to fight through all
of the systems, and there are misunderstandings.
[4:00] A way that we were able to do it was we built small. We proved it out, the
concept to do a certain set of tasks, or to solve certain problems. Then, as we
proved that out, we started to evangelize the system to build that support and
get others to take ownership of their slice of the pie.
[4:24] In a sense, I guess you should be a salesperson, too. That’s not always
something that people in this position really aspire to or have the skillset to do,
but it’s just a matter of getting out, talking to people, and helping paint the picture
for them so they can see what the Digital Asset Management System can
do for their group, and what centralization of that, the value of centralization,
can have to their organization.
[4:57] The other thing is just to be open and solicit feedback, even criticism and
complaints. This is somewhere all the good ideas for our system have come. I
always like to say that, when people stop complaining, [laughs] I don’t have a
healthy system, because it means people are starting to disengage.
[5:15] I have really fostered this open door policy so that people understand that
if they have an issue with the system, if it can be solved. We’re perfectly willing
to do that.
Henrik: [5:28] Allowing people to complain, but taking those complaints and
seeing what challenges can be resolved to make the system better. That’s a
great piece of advice there as well.
Steven: [5:36] Right.
Henrik: [5:38] Thanks Steven.
Steven: [5:39] You are quite welcome.
Henrik: [5:42] 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.

Related Articles

Listen to Another DAM Podcast on Apple Podcasts, AudioBoom, CastBox, Google Podcasts, RadioPublic, Spotify, TuneIn, and wherever you find podcasts.

Need Digital Asset Management advice and assistance?

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Another DAM Podcast interview with Karuana Gatimu on Digital Asset Management

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • Why does a footwear company use Digital Asset Management?
  • Is it about the technology or strategy when it comes to Digital Asset 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 Karuana Gatimu.
Karuana, how are you?
Karuana Gatimu: [0:11] I’m excellent. Thank you for inviting me.
Henrik: [0:14] Karuana, how are you involved with Digital Asset Management?
Karuana: [0:17] Digital Asset Management came into my life actually as an offshoot
of Enterprise Content Management. I’m an Enterprise Content Certified
Practitioner. I spent about 20 years in the business doing different sorts of
custom apps and helping organizations find their information. As I moved into
the video world and live events and doing web production and print, Digital
Asset Management was a logical offshoot of all of my history.
Henrik: [0:44] Excellent. Why does a footwear company use Digital Asset
Management?
Karuana: [0:49] Skechers USA, which is a global footwear company, needs
Digital Asset Management because we produce literally thousands of product
images. We have commercials. We have archive clips of conferences and events.
[1:02] A lot of content that we used to tell the story of our company, at different
times during the year. Being able to locate that information, put it together to
be able to create new content, and keep people getting to the information efficiently,
is really important to us.
Henrik: [1:19] Sounds like it. Karuana, is it about the technology or the strategy,
when it comes to Digital Asset Management?
Karuana: [1:24] You know that’s my favorite subject.
Henrik: [1:26] Of course.
Karuana: [1:27] I know that’s why you asked me that question. I really feel it is
about the strategy. Every day, I get about 50 vendor voice mails on my line at
work. They’re all telling me about how they can increase my revenue or give
me this wonderful piece of technology that I desperately need for my customer
experience. [1:48] At the end of the day, I’m in charge of knowing what the business
needs actually are. I think that for anybody in the DAM community, it’s very
important for us to be able to separate what are true services and features that
we need to deliver to the enterprise, and what is the fluff.
[2:05] Nobody can define that. A vendor can’t define that for you. A consultant
can help you. A research agency can help you but the vendors themselves, have
their own agenda. It’s very important that you plug those very worthwhile vendors
into your over reaching strategy.
[2:22] For a company like Skechers, for instance, because we don’t have a monetization
model, we’re not a broadcast network. Consequently, the information
and the services I’m trying to deliver are different than if I was A&E or HBO or
somebody like that.
[2:36] I think it’s really important that we have to know our own business. Devise
our strategy based on the needs of business and the evolution of our business
and partner with people out there in the partner ecosystem, that understand
those needs as we articulate them.
[2:53] I think in that, it really gives us a good foundation in which to continue to
build because it’s never done. The work is never done. There’s always more to
do. There’s always more services I can deliver, and the technology is evolving. If
you take a look at what’s happened recently over the last few years with social,
and how that’s changed marketing operations and the needs for assets and
what have you, we can anticipate that more of that is coming.
[3:17] So knowing our strategy is a really good thing.
Henrik: [3:20] What advice would you like to give to DAM professionals and
people aspiring to become DAM professionals?
Karuana: [3:26] If you are an existing DAM professional, keep the faith. We’re
moving. Don’t lose your enthusiasm. This is an iterative process, and we just
have to keep moving forward. Because as more user generated content, corporate
generated content, and social generated content comes to us, it’s going to
become very important for us to build really well thought out systems. [3:50] So
if you’re already here, then stay. Because the people who are coming are going
to need our experience, strength and hope, as we move forward. I think that if
you’re interested into getting into Digital Asset Management, you have to think
about what you are really passionate about.
[4:07] Is it the technology side, in terms of for instance, database architecture or
technological implementations? Is it the strategy side, in terms of how Digital
[4:16] Asset Management affects business and can be used by business? Or is
it the marketing and creative side, or licensing in the sense of the monetization
and reuse and repurpose of creative content?
[4:28] I think it’s really important to know where you fall within the different layers
of DAM, and then develop your expertise as you move forward. It’s a great segment
to be in. It’s growing by leaps and bounds. There’s a tremendous amount
of exciting content, and vendors out there are doing unique things. It’s a real
great time to be involved in DAM.
Henrik: [4:49] Great. Thank you so much.
Karuana: [4:52] I appreciate it. Thank you for inviting me, and we will see
you later.
Henrik: [4:55] Great. For more on Digital Asset Management, log onto
AnotherDAMblog.com. Another DAM Podcast is also available on Audioboom,
Blubrry, iTunes and the Tech Podcast Network. Thanks again.

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