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MAM to support marketing production processes

Media Asset Management (MAM) for efficient processes

FOCUS PAPER Media Asset Management (MAM)

Media Asset Management for efficient marketing production processes

Like genius, the marketing production process is one per cent inspiration and 99 per cent perspiration. Can we change that?

The production of marketing materials is mainly fueled by creativity and inspiration - the process of getting there is largely made up of coordination data transfer, reviews and adaptation of layouts. Whereas personal communication is the source of creation and innovative ideas for marketing materials, the production process tends to be hard work. Once a decision has been made on what needs to be done, this then needs to be executed quickly, cost-effectively and correctly. Media databases help to overcome these challenges in the marketing production processes. Whereas such databases are frequently used as pure storage areas for logos, photos of board members and diverse products, high performance products offer a comprehensive package for process management, for example, the BrandMaker Media Pool.

Starting point media database

A media database is a central platform containing media assets of all types, which can be downloaded via Intra- or Extranet for use in own presentations or other media. The core function of every media database is the efficient storage of large amounts of information or data and to provide this data to users as required. In the case of media databases these are "Media Assets", in other words the media contents of a company, such as graphs, images, brochures, banners as well as film and sound documents. It is obvious that such a media pool must include authorization mechanisms, an administrator interface for image management and editing facilities, with which the user can adapt the original medium to his personal requirements prior to download. A powerful software can already save considerable time and effort in the downloading of stored images. For example, the BrandMaker Media Pool can automatically convert the file format of the desired object for its intended use, such as Internet, presentation and print. This avoids possible conversion requirements and processing time.

Additional functions support the process

An extended media database which is to effectively support the production process requires additional functions:

It must also be possible in principle, to give users outside the company access to the media data-base, i.e. the media database must be accessible via the Intra- or Internet.

BrandMaker GmbH, Mirko Holzer

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FOCUS PAPER Media Asset Management (MAM)

If a company gives external user groups access rights to the media pool, then precautions need to be included, for example, to prevent agency A from "copying" from agency B. Of course the access rights to images can be adapted on most available media databases on the market. This is usually done via role definitions and assignment of rights per object, which is a fairly static concept. It is more flexible and simple to control the assignment of rights via "Mini Media Databases", which are part of the overall database. For example, the BrandMaker Media Pool takes this approach: So-called "virtual databases" are created for an optional number of external user groups - these users can then only view their own media, users within the company can access all the data. To effectively support the process, a light box or job folder is also required. All the media assets for a specific project can be filed here and the light boxes sent per web link to the users of the database or external users (of course, only if the user has the appropriate authorization). Thus the media data are made available quickly and as required to all users needing the data. The possibility of sending complete light boxes is also essential for reviews. A high-performance Media Asset Management System should also be compatible with numerous file types and be able to process Adobe InDesign and QuarkXPress files. The BrandMaker Media Pool for example, automatically generates a print-ready PDF preview of all filed Quark and InDesign documents. This means that brochures can already be viewed in the preview mode, and during download a PDF-file is generated which can be read by any computer, for example for review purposes.

Example: The production process using the BrandMaker Media Pool

A company wishes to produce a new image brochure. They intend using high-quality images of African landscapes to which the agency will add elements later on. As always, the time pressure is considerable, the brochures are required for a forthcoming trade show. 1. Savannah photos The company commissions a photo shooting in Kenya. To keep costs as low as possible, two working days are budgeted for shooting the required images. After the shooting, the photos are to be reviewed as quickly as possible by head office in Germany and a selection made. Without the use of a media management system, an expensive courier service is necessary to collect the photos - burned on a CD - in Nairobi. The photos would normally arrive in Germany after three days and only then could a pre-selection be made. Using the Media Pool, this process is reduced to a few hours. The photographer sends the low-resolution photos to the Media Pool from his hotel and the marketing department in Germany makes the initial selection. The company has already created a viewing box in the BrandMaker Media Pool where the images can be filed. As soon as the photos are available, the relevant persons in Germany are informed by email. Selection of images The marketing staff selects their preferred photos and request high resolution versions via the comment function of the Media Pool. The photographer uploads the selected photos into the view box and before he even catches his flight back to Germany, the agency already has the photos. The company has made the same viewing box available to the agency, which then retrieves these photos from the Media Pool for post production.
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BrandMaker GmbH, Mirko Holzer

FOCUS PAPER Media Asset Management (MAM)

3.

Post production The edited images are then sent to the company via the Media Pool, the agency has already filed them in the Media Pool via mouse click. The Media Asset Management System automatically provides versioning of the data. In the case of BrandMaker, the agency can even edit the photos in the graphic program directly from the Media Pool, using the Media Pool Connectors for QuarkXPress and Adobe InDesign, and file the new versions immediately. Work on the brochures is already in progress During this time the agency is already working on the layout of the brochure. These layouts are also made available to the marketing staff of the company, using the same viewing box. Reviews and comments are made via the media database, so that neither the mail boxes in the company or the agency overflow with large file attachments, which would otherwise need to be sent back and forth. 5. The brochure is being finalized As soon as the edited photos are approved, the agency can retrieve these from the Media Pool and use them for the brochure. The brochure layouts remain available to the client via the Media Pool and the client approves the final version for print.

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Figure: The media production process without tool support requires considerable effort from all involved

A feature of the BrandMaker Media Pool is that it is also a starting point for the Web-to-Print process: It supports the production process of Web-to-Print layouts in the same manner, and users can convert stored Quark or Adobe InDesign files directly into a Web-to-Print format in BrandMaker, which in turn can be configured in BrandMaker Media Management.

BrandMaker GmbH, Mirko Holzer

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FOCUS PAPER Media Asset Management (MAM)

Tool-supported production processes and their advantages

Using the media database, all required image resources are made available in an orderly manner in a dedicated project folder (viewing or light box). In this way the required resources for internal and external parties involved in the process can be made available easily and quickly. The media database automatically versions the documents and automatically includes previous versions. This ensures correct documentation and allows access to previous documents. A high-performance Media Pool allows for a flexible conversion of graphic images and photos for different outputs. Thus, finished images are available quickly for other communication channels, such as online advertising or presentations. Being part of a total network solution for marketing, the media database forms the starting point for all other steps in media generation, for example, the Web-to-Print process, and is the central access point for the entire Media Asset Management.

Figure: The media production process with tool support

BrandMaker GmbH, Mirko Holzer

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FOCUS PAPER Media Asset Management (MAM)

About BrandMaker
BrandMaker is a Marketing Resource Management (MRM) system, which provides a broad spectrum of solutions: Offered are solutions for marketing strategy (scorecards as guide rails for marketing) and management modules (for example, software for integrated market planning and budgeting); as well as modules for marketing implementation and for optimization of the creative supply chain (job management, review management, media asset management, a web-toprint module, event planning, and a module for creation of online media). The system has a modular design and is applied according to the individual client requirements. The software is developed and marketed by the company BrandMaker GmbH. BrandMaker solutions are in use successfully in marketing departments of companies of varying size and in various corporate sectors for example at EnBW in the energy sector, Commerzbank AG and DekaBank in the financial sector, at international service providers like Ernst & Young and companies from the producing industry such as ZF Services GmbH. The software company for optimized marketing processes has about 150 employees across Europe. http://www.brandmaker.com

BrandMaker GmbH, Mirko Holzer

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