The current marketing and advertising environment requires a new kind of creative intervention.
You've surely lived to tell the tale:
A new marketing campaign is kicked off and your team is discussing the brief. Creative ideas fly back-and-forth, collaboration is in motion. Faster than you can say “what’s the budget for this?”, members of the team have sent out requests to agencies for product photo shoots, mood boards, and video filming sessions.
Tens of thousands of dollars later, you realize that you probably already have a 30 second spot of a happy person enjoying your product, or something that looks almost exactly like what your favorite agency just produced. Again. Wait -- why didn’t we look at what we already had? Did anyone look in the digital asset management system (DAM) before we spent all this money? If we are to produce more marketing and advertising at scale, we need to break this paradigm. The current marketing and advertising environment requires a new kind of creative intervention. Every loaf of bread cannot be freshly baked - rather, we need to be looking at what’s already in the bread box before we spend more. That bountiful cornucopia is the repository known as a DAM system - where, if you’ve done it right, you have a wealth of brand assets to re-use and re-purpose - costing you far less money than creating a campaign from scratch. Even if your DAM isn’t perfect, there’s likely plenty of hidden value that doesn’t require any major re-platforming or organizational changes to realize. Both you and your business are running at breakneck speed: the content engine must be fed, and inertia causes you to try and get a little more out of your team, eek a little more from your agencies, draw a tad more out of your tools -- and then something breaks. How long can this continue?
