For the same country the rights might not be the same if it is a video…
The contract with the content can also change during the approval process, how to be sure to share the right content with the right rights ? The simple example of a photo shooting is a good one just because the licence of a model will not be the same in all the countries. Now in the new area of marketing and advertising it is even more complex. It is important to say that customers have to face these new challenges, they have to use different content in different context because one thing is much more important than anything else for brands and retailers, the content, in this new digital edge content is king !Īll the stakeholders in the creative process have to be compliant with usage rights based on the copyright. It can be complexed and a main bottleneck for the creative workflow ie the different stages of the content lifecycle. It is important for the brand to track content rights for all the assets at the top of the DAM. From pictures to video and everything in between, each element can have contractual usage rights based on geography, schema, etc. Beyong that it is important to add the rights management which is is a method to ensure proper usage of licensed content.įor instance, a marketing campaign involves today a lot of rich media that need to be controlled. Today I’m even more a witness of that move as working close to brands as an independant consultant writing RFP and helping them to select the right DAM.īut what happens to a Brand when he wants to control the usage of his assets from the print to the web ? How he can be sure that each country is using the right asset at the right time ? Today DAM is enough mature to be able control the user rights of the assets or a collection that has to shared with the stakeholders for approval. So ok the UIUX is a key point for the customer engagement so any DAM system without a modern web framework (drag and drop, responsiveness…) haven’t to be part of a RFP. But now for any brand you have at least 50 DAM that can do the job for basic scenarios like photo library or even brand and marketing management.
Digital asset Management is not any more an archive of assets as it was 10 years ago for most of costumers managing their assets on a file server but it is now the unique source of truth for the whole organization that has to be streamlined across all the communication channels, web, social, print : the buz word now is the omnichannel technology stack ( See the Real story Group graphics) but this is the reality in fact and after years a nightmare for any decision maker to select the right DAM…Īt the really short begining of my career by agencies I was playing with FullPress, Extensis, Cumulus, DALIM, Fotoware, Orphea, some open source solution like Phraseanet and them moving to some more robust and modern DAM like CELUM. The importance of DAM, systems and methods that maximize productivity in the creative process is increasingly recognized by leading organizations across all product and service sectors.