DAM is not just for marketing, but also for inspiration
Christopher Grakal
CEO | ICP
“The combination of well-managed digital assets, organizational governance, and AI accelerates what ambitious organizations can do.”
A key challenge for M&E marketers is how to develop content upstream to capitalize on opportunities better downstream.
This is where the reuse of the primary entertainment content should be used in a modular way to create marketing and carrousel content rapidly and efficiently. Rights also come into play, as marketers must know what assets or content segments can be used. This requires strong asset management and governance.
“In Media & Entertainment, asset management is often still driven by the needs and demands of talent,” points out Christopher Grakal, CEO of ICP and previously a Los Angeles-based M&E executive.
“What are the talent rights, the photography rights, is it studio approved? Creatives need to be able to pull from a wide array of vintage assets or the latest episode of a series and be sure they have the right to use it. The frictionless flow of content only happens when the source material is already a master digital file, and all the right processes and data are at your fingertips.”
Grakal also points out there’s a need not just in M&E but in all industry verticals to use your DAM to explore and be inspired by the original content and raw assets. The notion of “always on” content shouldn’t just apply to the streaming service – it should also apply to creative content libraries for internal use by creatives, marketers, and agency partners.
“We also need to think about how to use the latest technology, such as AI, to adapt content dynamically, create versions, adaptations, and variants,” Grakal adds. “The combination of well-managed digital assets, organizational governance, and artificial intelligence accelerates what ambitious organizations can do.”
