Digital Asset Management Scenario #6 in RSG's newly-updated roster of DAM vendor evaluation criteria is an increasingly important use case as creative and marketing teams become more integrated. But why does it fall under DAM?
Work In Progress Creative Management
Work-in-Progress (“WIP”) technologies historically have supported creative processes that occur before an asset is deemed “complete.” Today the line between WIP and finished assets has become more blurred — many marketing assets are never truly “finished” — but instead get modified or spawn derivatives as they deploy across multiple channels. So you may need to consider WIP services in your DAM.
In this scenario, a DAM platform facilitates creative operations management with configurable workflows, digital markup, discussions, and commenting. In some cases, you'll also find lightweight project management features, such as resource planning, tasks lists, and assignments. Some DAM vendors have built these features into their core DAM technology, while others have partnered with firms to provide these features separately.
Typically, the primary function of all these tools is to allow participants to add their “touch” or provide feedback to the design process. Rather than being a completely linear process, these tools streamline the review and approval of creative content by allowing multiple people to collaborate at once. Versions get managed via version control, and you rely less on email. Commenting gets stored as asset metadata, including notifications and sign-off.
- Any enterprise with an in-house creative team
- Creative Operations teams
- Ad agencies
- Digital, brand, creative agencies
- Social Media marketing teams
Is Work-in-Progress Creative Management one of your scenarios?
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Other Posts in This Series
Marketing Asset Management:
Enterprise Asset Management:
- Work-in-Progress Creative Management (you are here)
- Photo / Asset Library (coming soon)
- Media-based Knowledge Management (coming soon)
- Highly-regulated Environment (coming soon)
- Digital+Print Publishing (coming soon)
- Periodical & Catalog Production (coming soon)
Video & Audio Management:
- Media Library Review & Approval (coming soon)
- Media Editing & Assembly (coming soon)
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