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How to: maintain control of your brand through multiple channels, mediums and regions

The power of the Internet and rise of digital technologies over the past decade have irrevocably changed the way in which global businesses operate, but with greater complexity comes greater challenges for companies in being able to navigate and utilise these channels.

At the forefront of brand management in today’s increasingly globalized world, is the issue of maintaining control of digital assets. The complex business and, in particular, advertising landscape means what used to be a relatively manageable process has become a serious challenge.

It’s ironic, therefore, that the answer to addressing these complexities lies in the same creation that produced them, a framework based on the essence of global connectivity, responsive technology, and good old fashioned common sense.

Typically, companies have taken a multivendor approach to the storage and delivery of digital assets, but this does not come without problems. Ensuring all parties involved in the process have access to the content they require at any given time can be difficult. This often leads to businesses investing significantly into IT infrastructure in an effort to streamline the process. But is this the right approach? Bearing in mind the disjointed nature of a multivendor model, which won’t always align with brands operational outputs.

Furthermore, this approach can be expensive because there are potentially less cost savings to be made, compared to when using a centralised resource.

The other issue which many firms face comes in the form of effective measurement. With multiple assets being distributed and activated in multiple countries around the world, being able to identify activation of a single asset and tracking its success can be extremely difficult.

Take the release of a new Hollywood film as an example. Ten or 15 years ago it would have been a relatively simple marketing affair, with one trailer being distributed to appropriate markets to be aired on traditional platforms, such as cinema and TV. However, in today’s digital world the process has been forced to evolve. Most films now require a catalogue of bespoke trailers that can be viewed on TV, online and across social media channels, with the capability to render across different devices, such as tablets and mobiles, and in a range of languages.

The expectation of audiences across the globe for brands to meet these requirements is now a prerequisite, which places enormous pressure on businesses and agency partners.

There are numerous considerations for companies in trying to meet this worldwide demand. Planning how best to manage and distribute assets internationally has the potential to cause businesses serious logistical headaches. Brands need to find a way to guarantee relevant parties in all markets have every single piece of marketing collateral they require, exactly when they need it.

CHI & Partners, the agency partner for car manufacturer Lexus, needed its own solution to this problem as it explored ways to upload material in excess of 100GB’s across multiple traditional and digital platforms.

It needed to be accessible by CHI & Partners, Lexus and all of its other agencies around the world. Furthermore, CHI & Partners wished to track and report on all activity from the Lexus campaign. In partnership with Adsteam, a global provider of digital advertising distribution solutions, the CHI & Partners team developed a unique solution which addressed its specific global needs.

As per Lexus’s requirement, the solution enabled instant tracking and reporting on project activities including asset utilisation reporting broken out by individual asset and market. CHI & Partners and Lexus were able to use this insight to improve their campaign planning processes, reduce costs and increase speed to market.

CHI & Partners also overcame the common barriers presented by an agency and brand model of distributing marketing assets globally. Relationships with in-house teams and agencies internationally are always different, with each agency having its own requirements based on the scope of work agreed with the client. Therefore, any global framework which is put in place must provide the appropriate level of flexibility for agencies in numerous markets.

By incorporating a Digital Asset Management and delivery solution at the centre of global marketing operations, brands can increase connectivity with their creative and production agencies and, in doing so, maintain greater control of digital assets.

The promise that the continued development of the internet and digital technologies represent, is now becoming a reality. Brands should focus on creating a scalable and centralised global DAM solution that provides greater connectivity and successful operation within a multimarket, multichannel, multi partner environment.

This approach ensures companies gain increased control of their brand, and their partners, but most importantly create an opportunity to harness the full creative power of the new advertising age.