For big brands engaged in ongoing advertising campaigns, keeping track of their various media assets is both difficult and expensive. Mike Smit, MD of Media Host, explains that technology is now creating more efficient and secure ways of managing marketing assets online.
“Most major brands have a number of creative and media agencies, and each of those agencies have their production suppliers,” he says. “It’s been a matter of the brand contacting the creative agency, who then contacts the production supplier to find certain bits of content or elements, so all the various assets have been kept all over the place.”
Digital Asset Management
“If you can imagine a cupboard in your organisation and one key gave you access to that cupboard, with every bit of information (contracts, master material, negatives, everything related to each campaign),” says Smit. “A digital asset management system means that you can have all that information available to you simply via a username and login.”
According to Smit, one major benefit is being able to track every individual use of each asset.
“So if someone downloads it, it’s has been recorded,” he explains. “Moreover, all your marketing collateral is kept online, and can be stored in any format. You don’t have to pick up the phone to request anything - it’s all available online.”
He points out that you can thus introduce proper version management, and a comment trail – so every comment is recorded, and the right people approve the right pieces of content. This essentially streamlines the whole system.
“From a business point of view, adopting this system is a no-brainer,” adds Smit, noting that it leads to immediate efficiencies as well as added security. “It’s critical, however, that there is wholesale buy-in from management level.”
Large global brands such as P&G, Microsoft, and Disney are already making use of the system, as well as locally brands such as Shoprite Checkers, Vodacom, First National Bank and Nestle.