Sometimes the Simpler Solution Is the Best

A centralized repository of reusable media components, or digital assets, can both lower the cost and speed the execution of many brand-marketing strategies. Lack of this centralization and automation will fail to produce meaningful time and cost advantages for businesses. Automation of the management and distribution of reusable media components provides a set of on-demand self-services for internal as well as field operations. This type of management and distribution supports more consistent expressions of brand identities and strategy, both contributing to higher sales and lower operational costs (Michael Moon, GISTICS).

We've been in recent pursuit of a prospective client on the east coast – an organization that would be a perfect fit for a partnership with ours. They have a need for almost all of our integrated marketing communications services, and a robust dialogue with them continues.

They approached us last week with an interesting challenge. Their CMO is on a team that was formed to search for and evaluate a digital asset management solution for their marketing and creative staff.

The current scenario:

• They've created a wealth of electronic image assets, but they're strewn all about the organization, in numerous silos (desktops, servers, optical storage, etc.) and are not easily nor quickly found.
• Many copies of the same file (a logo, for example) exists in several locations, and employees do not know which asset is the most up-to-date and authoritative
• An .EPS only of an illustration exists, yet a user is in need of a .JPG for Web publishing purposes
• A .JPG does exist, but at a 632 x 355 resolution. And what's needed is 120 x 240 pixels for a banner ad
• The right resolution does exist, but only in color, and what's needed is a monochrome version for a print ad

You get the idea.

We're informed that the search for a technology solution has been in place for eight months. They've been exposed to extensive (and expensive) installed solutions, as well as enterprise hosted solutions, both of which are very capable of doing everything they need.

And much more than what they need.

And all the while, this organization continues on with the same information management challenges they recognized last year.

Our prospect expressed to us how big of a deal it would be to get this problem solved, and asked us what counsel we might provide. As we are not a commercial software developer or vendor, they were not expecting anything more than a few pointers or perhaps a recommendation for an additional vendor they'd not contacted yet.

Here's where it gets interesting.

Over the last several years, some of our existing clients have approached us with the very same issues. And our Digital Solutions Group has been able to implement a simple, yet tailored technology solution for them, using an industry-standard, web-based, open-source engine at the core. The system we've put in place for several clients already (hosted by Bader Rutter) supports the entire image asset lifecycle (ingest, index, store, tag, search for, transform, preview, export and distribute) yet can be implemented in a matter of weeks instead of months.

Last week we demonstrated what we've already put in place for existing client partners of our agency, and the response was overwhelmingly positive. They were downright excited. What we showed them was exactly what they've been looking for, and they really appreciated how quickly we mobilized to show them a possible solution. We've already been asked to present a formal proposal for our development and hosting services, and believe we just might have accelerated the development of a long and fruitful relationship.