These pain points echo across all industry verticals, but they are particularly prominent where the need for marketing content is relentless, and competition is fierce: fast-moving consumer goods, retail, hospitality and travel, fashion, and healthcare/pharma. These issues result in suboptimal marketing campaigns, employee frustration, and losing out to the competition.

It’s clear that many organizations aren’t putting the right sort of energy into their DAM and marketing operations programs, content management and DAM. Investments are focused on buying more technology, which is only one part of the total solution.

At ICP, where we work with large global multi-brand organizations such as Unilever, Coty, L’Oréal, The Coca-Cola Company, and Diageo, we’ve learned over the last two decades that the most successful marketing programs are a balance of optimal technology, process, and people skills - and in particular, that a content services team is vital to success.