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Top 7 Reasons Creative Directors Need Digital Asset Management

Top 7 Reasons Creative Directors Need Digital Asset Management

We really loved this article from MarketingProfs that helps Creative Directors understand the importance of DAM: 

No longer viewed as simple systems and processes for basic asset handling and archiving, digital asset management (DAM) has expanded into the functional areas of digital workflow management and digital rights management.

Now armed with self-service client portals and seamless integration into content-dependent enterprise systems and creative tools, along with specialized video asset handling, DAM is truly creating exciting new possibilities for creative directors.

If you're looking to tap into those possibilities and need to justify an enterprise DAM investment, look no further than the following top 7 reasons creative directors need DAM.

1. Remove workflow bottlenecks

Digital asset management presents a compelling opportunity for creative directors who are tired of wasting creative resources hunting for, locating, reformatting, and emailing assets.

Creative departments often learn through their first DAM deployment, or major DAM upgrade, that once you put in the effort, new workflow processes greatly speed and improve the overall quality of digital asset flow across departments and channels. Works in progress and final approved content can be made available real-time, without delayed file transfers log-jamming the system.

That's because with enterprise DAM in place, collaborators no longer need to wait for face-to-face meetings; they can instead respond naturally within the rhythms of their day-to-day schedule, as creative assets flow through the system, across organizations, geographies, and time zones. That helps free up time for creative directors to do their number-one job: directing creative, not getting bogged-down in logistics.

2. Engage distributed teams

Let's take the example of a photo shoot. With enterprise DAM in place, a field photographer could upload images to the DAM system—with metadata automatically ingested, including geospatial data, color space, and camera details—where production editors could review the assets using a star-rating system, or directly annotate the images with "sticky" comments.

Once approved, the annotated images could be made available to production artists to correct, and ultimately to designers to incorporate the selected and corrected images into digital or print collateral.

Furthermore, a robust DAM system could be configured so that final versioning of the new collateral is shared with an accounts team, or even directly with an internal or external client via a shared collection or external portal.

3. Ensure compliance and protection against infringement and liabilities

Systems and processes for safeguarding against the wrongful use of licensed creative works are still often in an early stage of development for many creative departments. This is especially true with regard to the ability to not only communicate but also govern usage rights and expirations for acquired digital assets across the entire organization.

For many creative departments, a DAM system may centrally manage licensed digital assets, but does not necessarily govern their actual retrieval or delivery in accordance with license and copyright agreements. So the digital asset rights information may "be there" in the metadata, but the DAM system would need to be configured to "go the extra step" and have usage access rights, at either the system or asset level, actually help safeguard unauthorized use by restricting asset retrieval from the DAM system based on governance rules.

Also, no creative director wants to face a damage claim from an outside party with regard to the improper use of licensed creative content—as penalties can range from thousands, to hundreds of thousands of dollars and up. Creative directors need their sleep, too. The right DAM system, with robust DRM capabilities, can help you get it, knowing that the assets under your responsibility are being used in accordance with their usage rights


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