Modernizing Your Approch to Digital Asset Management: the TBWA Case
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The promise of Digital Asset Management (DAM) has been to better control and leverage digital files to improve efficiencies and reduces costs. However, the reality is that old-school solutions and approaches have not evolved to meet the complex and unique needs of departments and business units within each company. The good news is that many organizations are embracing a more modernized and flexible approach to DAM. In this presentation: - Hear about how TBWA delivered breakthrough value to some of the world’s largest and most prominent brands by taking a new approach to these challenges. - Learn how TBWA’s strategy and approach can be leveraged by other organizations looking to modernize and improve their approach to DAM.
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Modernizing Your Approch to Digital Asset Management: the TBWA Case
- 1. Modernizing your approach to DAM: the TBWA case
- 2. Agenda 1 2 3 TBWA Challenges and case studies Nuxeo overview Q&A
- 3. Today’s speaker 3 Uri Kogan Vice President, Product Marketing, Nuxeo
- 5. DAM challenges at TBWA 5 Control Consolidation Cost
- 6. Three Nuxeo case studies at TBWA 7 Aligning complex right management Creative DAM Enterprise
- 7. Supporting the world’s premium consumer technology company 1 Commercial archive 2 UGC research and identification 3 WIP from shoots Taking agencies to the next level
- 8. Supporting the world’s premium consumer technology company 1 Commercial archive 2 UGC research and identification 3 WIP from shoots Taking agencies to the next level • Consolidating suppliers to maximize findability & automate requests • Multithreaded ingest • No custom development
- 11. Supporting the world’s premium consumer technology company 1 Commercial archive 2 UGC research and identification 3 WIP from shoots Taking agencies to the next level • 500K consumer generated images • Efficient search & filtering to accelerate browsing • Tagging & rating
- 12. Supporting the world’s premium consumer technology company 1 Commercial archive 2 UGC research and identification 3 WIP from shoots Taking agencies to the next level • Search • Spikey traffic • Easy ingest + workflow
- 13. Supporting the world’s premium consumer technology company 1 Commercial archive 2 UGC research and identification 3 WIP from shoots Taking agencies to the next level One repository, multiple asset models • Still images & video • Client-specific metadata and vocabulary
- 14. Supporting the world’s premium consumer technology company 1 Commercial archive 2 UGC research and identification 3 WIP from shoots Takeways • Just as much DAM as you need for each application • Agile use case rollout accelerates time to value One repository, multiple asset models Taking agencies to the next level
- 15. Coordinate complex global campaigns Automating right management for 100s of locations executions Need alignment across client HQ, country marketing teams, & agency across 100s of local renderings
- 16. Coordinate complex global campaigns Automating right management for 100s of locations executions Need alignment across client HQ, country marketing teams, & agency across 100s of local renderings Prior system lacked rights inheritance from master to derivatives; no transparency
- 17. Need alignment across client HQ, country marketing teams, & agency across 100s of local renderings Prior system lacked rights inheritance from master to derivatives; no transparency Launched in 3 weeks with no software dev Regained control, acceleration, & efficiency Coordinate complex global campaigns Automating right management for 100s of locations executions
- 18. Need alignment across client HQ, country marketing teams, & agency across 100s of local renderings Prior system lacked rights inheritance from master to derivatives; no transparency Launched in 3 weeks with no software dev Regained control, acceleration, & efficiency Coordinate complex global campaigns Automating right management for 100s of locations executions
- 19. Serving the enterprise with Nuxeo 20 • Unified configuration through Nuxeo Studio • Meet baseline agency needs • Tailored configuration as • Invoice workflow for finance • Easily to create custom workflows • Campaign integrations with other systems • Nuxeo API makes it easy to push out and pull in • Configuring custom UIs Beyond DAMStandardized TBWA Nuxeo Configuration The FutureGlobal Needs • Global assets & branding • “Best of” work + submission workflow • Global award submission
- 20. General lessons 21 Agile work Don’t boil the ocean. With a modern, flexible DAM you can move fast and stay nimble. Incentives matter Solve common uses cases once from HQ saves BUs time & money. Leverage, leverage, leverage What you do in project 1 makes project 2 better, faster, cheaper. Build a COE. A good platform attracts unanticipated use Didn’t see the financial invoicing workflow coming. Architecture matters Move beyond departmental DAM with a true digital platform for all your information assets. Configure, don’t customize Setting up the content models, metadata, vocabularies was easier than expected.
- 21. Nuxeo DAM
- 22. Feature complete DAM Any channel Any source Any asset Full content lifecycle Solid foundations Deployed your way 23
- 23. The Nuxeo advantage 24 No more silos Cloud native, cloud powered Native workflows & automation Configure, don’t customize Never go legacy again Enterprise approach
- 25. Manual Artificial Intelligence Outdoors, cloudy San Francisco, Golden Gate Bridge, International Landmark, Monument Camera, Selfie, Photography People, Tourist, Travel, Vacations, Casual Happiness, Excitement, Bonding, Cheerful, Smiling, Togetherness, Laughing Couple – Relationship Casual Clothing, Explorer Golden Gate Bridge, Selfie, Couple Cloud native, cloud powered 26
- 29. Native workflows and automation 30 Upload from anywhere Set up tagging and validation workflows Kick off creative review and approval workflows Distribute Automate permissions across the lifecycle
- 30. Configure, don’t customize 31 Out of the box experience Add data model Add permissions Adjust workflows Configure brand portals Point at more content sources Configure AI tagging Configure automation Adjust data model for more BUs Change workflows for evolving business process Connect to Salesforce
- 31. Never go legacy again Distribution Rendering & transcoding Search Manage data and documents Workflows & tasks Batch upload 32 Users & groups Actions & automation
- 32. One solution to meet all your needs 33 Out of the box applications Enterprise platform Universal data fabric Easy-to-use out-of-the-box application for Marketing and other business users Modern, modular platform with a comprehensive, micro-service API and limitless scalability Boundless data model and connectivity allows you to manage all your assets regardless of where they live Ensures immediate adoption and rapid time to value Enables rapid deployment and continuous innovation Find and reuse assets easily, without replatforming
- 33. Conclusions
- 34. Additional Resources Website www.nuxeo.com Blogs blog.nuxeo.com Social Media Twitter: @nuxeo LinkedIn: Nuxeo Facebook: Nuxeo Upcoming Events HSDAM – London June 35
- 35. We will be at Henry Stewart DAM London 36 Stay tuned June 28-29th Drop by our booth to say hi!
- 36. Questions?
- 37. Thank you! Corporate Headquarters 134 N 4th St, Brooklyn, New York San Francisco 50 University Avenue Los Gatos, California Los Angeles 200 Spectrum Center Drive Irvine, California Washington D.C. 1775 Tysons Boulevard Tyson, Virginia Paris 46 rue René Clair Paris, France London Unit 5 Green Mews, Bevenden Street, London, N1 6AS Lisbon Rua António Champalimaud Lisboa, Portugal Madrid Calle de María 39 Madrid, Spain Tokyo EGG Japan, Shinmarunouchi Marunouchi 1-chome Chiyoda- ku
Editor's Notes
- ELISE: Hello everyone, Thank you for joining us today. I'm Elise Duchateau, EMEA Marketing Director at Nuxeo. The webinar will start within a few minutes. Beforehand I’d just like to confirm that you can all hear me ok? If you can't the audio for any reason, you can try to connect via your phone. The telephone number has been provided in the connection information. Today’s webinar will last around 45 minutes and includes 30 minutes of presentation following by 15 minutes Question and answers. You can ask your questions at any time during the webinar via Q/A module. The panelist will then answer as many of those questions as possible at the end of the webinar. If you have any trouble during the webinar, please feel free to contact me via the Q/A module anytime. Today’s webinar is “Modernizing your approach to DAM: the TBWA Case"
- We will start by a quick introduction of the subject and speaker, and then dive into TBWA Challenges and case studies. We will then move to an overview of Nuxeo DAM. Finally, we’ll do answer your questions.
- Today’s webinar will be presented by Uri Kogan, Vice President, Product Marketing at Nuxeo. Uri leads the go-to-market strategy and execution for digital asset management at Nuxeo. Previously, he held marketing leadership roles for digital experience technologies at OpenText and HP Software. I will now turn things over to Uri who will start the presentation. Have a good webinar. URI Thanks Elise, so good to be with you this afternoon, or if you're in the US like me, morning. Today I'll be sharing several ways one of our wonderful customers is using Nuxeo.
- We'll be looking closely at TBWA, one of the largest advertising agency networks, with over 10,000 employees around the world.
- First let me set the stage for what TBWA was facing a few years ago, before they started working with Nuxeo. They had 3 broad challenges with asset management. First, Control Highly decentralized across 300 agencies under TBWA umbrella Global campaigns are very complex – multiple agencies, multilingual, complex rights, etc Security, authentication on a network wide level Second, consolidation Increasingly, multiple agencies support the same customer (different geos, different divisions, etc) and need to better collaborate and have access to the same digital assets and information Agencies finding their own solutions, or trying to build their own (build your own DAM? Good luck…) (no integration with other TBWA systems, authentication and security issues) Challenge of consolidation is getting solutions that are useful to the agencies Third, Cost Difficult to reuse point solutions No leveraging the scale of the network No learning, no best practices, paying many times for similar functionality, etc point solutions can be much harder to scale, innovate, and evolve as needs change For TBWA to solve these challenges, they needed a DAM that could scale, be easily configured for multiple use cases across different agencies and clients, was API-based to make integration easy, and really, really flexible to evolve with TBWA's needs. In Nuxeo, they found a solution that met all of these requirements.
- Standardization Agencies using same systems, where it makes sense Allows multi-agency clients to be more easily served Tied to a global directory for authentication and security With a caveat – they need to be configurable, there is rarely if ever a one-size-fits all Collaboration – result of Consolidation Systems to aid collaboration, sharing documents, communication, work Google was brought in a long time ago, was great for sharing at a personal level Consolidated communication encourages and activate collaboration, leverages our scale in a good way; Nuxeo can help move the personal google app doc sharing to a more enterprise, global level Also by standardization, build cross-agency knowledge of tools, work, processes, pushing collaboration between agencies and markets Cost reduction Purchase at a Worldwide level, with licensing/structure so that multiple agencies can share the same tool reduce system overhead, take load off at the agency level Build a center of excellence that can help all the agencies
- So now let's take a closer look at 3 different ways TBWA is using Nuxeo to meet their DAM challenges: creative DAM at an agency, rights management for global campaigns, and as an enterprise solution for the whole agency network First, let's look at how one of TBWA's premiere agencies is using Nuxeo.
- Just at this one agency, there are 3 different use cases for Nuxeo.
- The first is a commercial archive of 10,000 TV commercials produced over several decades, covering a wide range of products; the client or even creative teams would often request old commercials . Fairly straightforward, but there was custom metadata to hold and ingest
- Challenge Previously spread among different suppliers, production houses, not a single source for all the work Would take a great deal of work to find and request any given spot
- Solution Consolidate them all into Nuxeo Could do multi-threaded bulk ingest with metadata No custom development needed, just a pretty small amount of configuration
- 2nd project – Research/ideation based on 500,000 user generated images. Make search and filtering efficient to accelerate browsing – show me all the 4 star images of blue skies in Italy Tagging and rating the images Current/previous solutions either did not scale to the number of images needed, or were too slow, or not adaptable/integrated with other systems Looking at adding some custom UI, and early investigations suggest it will be really easy This is an interesting use case for AI auto-tagging b/c of scale and non-specific content
- 3rd project- Work in progress content from photo and video shoots. This is really focused on adding workflow. Go out with a new product, take thousands of photos, ingest them without effecting other users, getting approvals, highlighting the best shots, and so on.
- A quick comment about this note on the bottom - One repository, just a few different asset models Each of these phases had custom asset models metadata very specific to the client with forms and dropdowns using vocabulary specific to the client – the vocabularies could be shared between different asset models Example of vocabularies – markets, products We were able to create the models for phase 1 and get them in use before the other use cases were settled; no impact on production system to make changes.
- Takeaways Just as much DAM as you need for each application – specific application on a broad platform makes it easy to assemble tailored functionality Can start with small amount of configuration over out of the box – add your metadata, custom vocabulary, etc. Takes almost no time at all An agile approach to rolling out use cases powered by flexibility of architecture accelerates time to value and minimizes up front “complete” requirements gathering Short cycles, getting it in front of users for feedback and adjustments, and roll it back out almost immediately Can do it phased, getting the low-hanging fruit out the door first Can grow more complex as needed, won’t painting yourself into a corner, since it’s a really flexible platform to keep building on
- Situation: As you’ve seen, TBWA is a network of agencies, across many countries One of their clients is a global leader in beauty care and cleaning products They need to gain alignment across client’s HQs, client’s field organization in countries, and the agency, around the creation, distribution, and use of creative assets. Uri One of their clients is a global leader in beauty care and cleaning products, and they found it really challenging to gain alignment across the client’s HQ, country marketing teams, and the multiple TBWA agencies supporting them, around the creation, distribution, and use of creative assets.
- The story starts with a client and agencies distributed in a variety of countries and regions <CLICK> In each of those regions, there are localized versions of commercials… <CLICK> And this is a consumer product brand, so we have localized packaging for each product as well <CLICK> Of course, each of those packages and commercials, had different professionals shooting them…. <CLICK> …and each photographer has a contract for the usage rights of their work – which can differ country by country…. <CLICK> Oh – and there are models also, of course. So for each country, for each model and each production, and each packaging and each commercial, there are different usage rights to track <CLICK> Their prior rights management system did not allow derivative assets like adaptations to inherit the rights of the masters provide the transparency across stakeholders to avoid lengthy manual processes and potential ticking time bombs. So that's a 3rd example of real pain from content overload.
- Resolution: very quickly Nuxeo DAM launch with zero software development. With a little configuration in Nuxeo studio, we were able to tie together the masters to the adaptations, the photographers and models to the masters, the licensing rights to each asset, the adaptions to the countries they were in... Each stakeholder met its needs: HQ gained proper control of content, transparency to the production process, cost efficiency, and a way to manage usage rights globally Client country organizations gained automation of manual processes, reducing error rates and saving time, alignment to HQ, and easy feedback and approvals TBWA gained efficiency, transparency, and satisfaction with the client Later added some development, some custom dashboards and reporting
- Resolution: very quickly Nuxeo DAM launch with zero software development. With a little configuration in Nuxeo studio, we were able to tie together the masters to the adaptations, the photographers and models to the masters, the licensing rights to each asset, the adaptions to the countries they were in... Each stakeholder met its needs: HQ gained proper control of content, transparency to the production process, cost efficiency, and a way to manage usage rights globally Client country organizations gained automation of manual processes, reducing error rates and saving time, alignment to HQ, and easy feedback and approvals TBWA gained efficiency, transparency, and satisfaction with the client Later added some development, some custom dashboards and reporting
- Those first two case studies were more about fitting specific needs for a single agency or client; TBWA is also looking at how the global network can use Nuxeo Setting up regional Nuxeo instances that any agency could use with baseline functionality Baseline can fit a lot of the basic needs of agencies Can discuss rolling out custom functionality based on use and needs Nuxeo Studio is the unifying place, where we set the baselines Using Nuxeo for global needs like Disruption Days Global assets, branding ”Best of” work to share with the network Global award submissions for internal judging Assets beyond images and video; found a need to handle an invoice workflow that the finance system didn’t do, could build a custom workflow easily Many other ideas around campaign work and integration with other systems Because Nuxeo is all API based, not difficult to integrate with other systems, both sending out from Nuxeo and other systems pushing into Nuxeo Potential to create completely custom interfaces as well, which we’re investigating - and it looks like the new UI changes coming to Nuxeo will make this even more powerful
- Agile works – tighter feedback loops work; getting solutions in front of users quickly, involving them and adjusting the solutions makes for happier users Incentives matter: support from central for the common use cases will save “the edge” time and money…but gotta give them something they want Leverage, leverage, leverage – what you do in project 1 makes project 2 better, faster, and cheaper, and so on with project 3. true within each agency and across the whole company. With a flexible platform, you can build a center of excellence and serve many needs for the business. We lose this if agencies just do their own thing A good platform attracts use cases you didn’t anticipate or know about – the invoice workflow was totally unanticipated; but Nuxeo is more than ”just a DAM”, it really is a platform, and a flexible platform, so we were able to easily adapt it for uses we didn’t know were needed. Architecture Matters - highly customizable content models, so you can match your precise needs, make it as complex a data model as you need, and the ability to adjust it over time. Look for the ability to build workflows that allow your teams to collaborate and match the needs of your organization is essential. But that ”customizable” doesn’t have to mean custom coding with the associated time and costs; Highly customizable content model does not have to mean difficult. Setting up the content models, metadata, vocabularies was easier than expected
- So with that, Let me tell you a bit about Nuxeo, and then we can turn to Q&A.
- Nuxeo provides a feature complete, enterprise-class DAM. Full content lifecycle – ingest, tagging, search, creative, distribution Solid Foundations - Built on solid foundation of military-grade permissions and security, multilingual support, editing in native applications, and analytics Deployed your way – PaaS, SaaS, On Premise, Hybrid Any time of Asset – images, video, PDFs, 3D models, software code, and more Any source – from marketing to creative teams to agencies, archives, packaging designs, etc Any channel – mobile and web of course, but also CRM, ERP, eCommerce, social, marketing automation, print publishing, TV… But that’s all just table stakes. Here’s what’s makes Nuxeo so revolutionary.
- Here’s what’s makes Nuxeo so revolutionary. Let’s take a brief look at each of these. [ You can manage all your assets, regardless of where they live, so no more silos. We’re cloud native and connected so it’s easy to connect with other cloud services and scale smartly Powerful native workflows and automation are easy to configure with the graphical interface Everything you need is configured, so it’s easy to create exactly the experience you need for every use case and not get stuck with customizations you can’t upgrade Nuxeo is built on a modern, modular architecture that’s API first with no legacy debt And because Nuxeo is a platform, you can go beyond departmental DAM to address other business challenges. ]
- With the Nuxeo Platform you can see all your content everywhere across your organization without needing to migrate any of it. The Nuxeo Platform can connect to Box, Dropbox, Google Drive, OneDrive, network drives, and desktops out of the box, and you can easily configure connections into your departmental DAMs. That means each of your departments can go on doing what they have always done -- using the systems, tools, and integrations they have always used -- undisturbed. And at the same time each department gains access to assets from across the entire organization -- and the entire organization can gain access to the assets of that department. None of this works without incredibly powerful search that lets you cast a broad net, then hone in quickly on exactly what you want. Nuxeo embeds ElasticSearch, the most powerful enterprise search available, so you'll never wait to five or 10 seconds to get results back, like some of our competitors require.
- We're cloud native and cloud powered, giving your business two tremendous advantages. First, you can connect to and benefit from the latest cloud innovations to accelerate your business and reduce costs. For example, if you’re tagging all your content manually, you’re limited by resources [, imagination, and often by another department’s willingness to invest in fully describing content at upload.] With automatic tagging based on artificial intelligence through Nuxeo Vision, your content is easily labelled with keywords that extract text, emotions, landmarks, logos, and more.
- Second is that you can scale tremendously, <CLICK> way beyond where the other guys slow to a crawl or break altogether. [[We have clients with 700M assets and we’ve benchmarked Nuxeo to over a billion, ingesting 30,000 assets a second and responding to 6,000 search requests a second through the API.]] <CLICK> And because Nuxeo is modular, you scale only the parts you need. If you are transcoding a massive video library, you can scale compute. If you’ve got a huge archive, you can scale storage. So you can be assured of a DAM that will grow with your business, and minimize the cost of doing so.
- [ If your DAM relies on manual operations, email, and instant messaging applications, your team probably already feels like everyday heroics are needed just to keep the lights on, and you’ll never be able to scale your team fast enough to keep up. Workflows connect multiple people’s actions and decisions in your business processes so everyone always knows what they need to work on. Automation takes this a step farther by letting the DAM handle routine tasks itself. ] Other enterprise-class DAMs have workflow and automation capabilities, but they’re usually built in another system entirely that was acquired by the vendor and never fully integrated, or require extensive customization. Either way, changes can be a nightmare. Nuxeo makes it possible – and easy–for even non-technical users to create native and forward-compatible workflows and automations that simplify and speed up your content factory. For example you could automate upload with hot folders and generate predetermined renditions from images, automate tagging as we discussed, create a workflow to route the metadata to a librarian to supplement and an editor to validate or correct. And you could create a workflow that routes assets through a creative process and finally automate renditions and distribution to all your channels or systems. More broadly, you can automate the permissions so the right people have the right access at the every stage of the asset lifecycle and assets never fall into the wrong hands.
- It lets you <CLICK> start with the out of the box experience, add your data model and permissions, and you’re off to the races. <CLICK> Over time, you can adjust the default workflows if you like, add some automation and autotagging, to accelerate your content lifecycle. <CLICK> When you’re ready to expand, you can add content sources and distribution points like brand portals, and easily adjust the data model to accommodate that. <CLICK> Inevitably, your workflows will need to change as your business does, so you can change workflows and connect enterprise systems without breaking a sweat. The DAM of the future ensures that none of the decisions you make up front – on data model, on infrastructure, on user types -- constrain you later, so you can take an agile approach that gets you up and running quickly and matches the twists and turns of your business.
- We’re API-first: any action a user performs in the Nuxeo Platform interface can also be done through our REST API. In fact our UI is actually built on top of the API. We’re so confident in our technology leadership that we’re wide open. We know that we have to work together with our customers and the rest of the market to deliver the future. We’re transparent about our roadmap, source code, documentation.
- Title: One solution to meet all your needs Category: Processes Tags: process, timeline, product, icon, text, path, application, platform, data fabric
- Elise: thank you all - that session was really useful to me and i'm sure it was for all of our attendees. before we close the session today though i'd just like to get one final thought from you Uri, one key thing that you would like our audience to take away with them. So Uri - what is your key takeaway from today Uri: Sure, Elise. I think my key takeaway would be that in any reasonably big organization like TBWA, there are a lot of different, quite distinct needs that call for DAM, from simple archives, to complex rights management, to broader collaboration. Applying point solutions might work in one or two use cases, but doesn’t provide any broader organizational leverage or help solve organization-wide challenges. So for those of you who are in search of a DAM, keep in mind the idea of a solution that is flexible enough to meet many of your needs at the same time, without forcing everyone into a lowest common denominator approach that won’t solve their needs and likely won’t get well adopted, etiher. With that, I just want to share a couple of resources where you can get more information.
- You can also find some additional resources on modern digital asset management on our website and blog.
- We look forward to seeing many of you at Henry Stewart in London in a few months. And for those of you in the US, we’ll be at Henry Stewart in New York in early May as well. Ok – now let’s take your questions!
- Question 1: Does Nuxeo DAM integrate with Adobe? And Salesforce? Question 2: Is it possible to have multiple version of a single image linked together in Nuxeo? Question 3: Is it possible to determine in advance when the asset has to be unpublished?