Establishing a system for storing, managing and distributing logos, photos, audio, video, design files and other digital assets to clients is probably the least sexy aspect of creative work.
However, agencies that fail to get the right assets to clients on time, every time, face losing accounts in a digitally driven marketplace that moves at warp speed.
For more than 20 years, I've been involved in brand strategy and integrated communications. In recent years, I've witnessed an explosion of digital assets in the creative industry as agencies continually expand the content they create for clients.
As technology improves, the types of digital assets used in concepts, pitches and campaigns are likely to increase as well. That ups the ante for creative agencies that want to attract and retain new business. All of a sudden, a system for managing the bulging assortment of digital assets starts to look sexy.
So, what is digital asset management (DAM) software?
Think of DAM software as a system for managing digital assets of all kinds and, importantly, eliminating convoluted digital folder structures, piles of job folders, stuffed file cabinets and hidden spaces that can mysteriously claim digital assets.
Good systems come equipped with tools that:
Monitor assets that are uploaded, downloaded and... Read more