Digital asset management: Holding it all together

Stephen McKillop

This article introduces the digital asset management (DAM) system created by Diageo in order to keep control over ever-growing volumes of content across web, TV, print, social, etc.

Digital asset management: Holding it all together

Stephen McKillopDiageo

Today's brands are having to keep control over ever-growing volumes of content across web, print, TV, packaging, social and other assets, as well as challenges such as managing IP and observing industry regulation.

Managing assets can become a headache for today's marketers. However, Diageo created a digital asset management (DAM) system that addresses several needs at once. These include:

  • Better control and access to finished assets.
  • Efficient and transparent approval workflows.
  • Clear and consistent rights management.

"In a heavily regulated industry such as alcohol, it is essential to have very...

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