Richard Bamford

What companies/organizations have you worked for as a DAM professional? What was your role at each?

Over the past 20+ years, I’ve worked in customer-facing roles for a variety of organizations, including PhotoDisc/Getty Images, Extensis, and CI Hub. Currently, I work at AcroDAM, a UK-based DAM consultancy.

Like many graduates in art and design, I’ve always been interested in graphics, photography, and technology. My journey into DAM began as an Account Manager for a leading European Apple reseller. In this role, I worked with diverse creative clients transitioning from analogue to digital workflows. With limited disk space, storing files posed a significant challenge, as assets were scattered across network shares and removable media.

I started working with DAM solutions including Canto Cumulus and Aldus Fetch (later Extensis Portfolio), which were delivered on disks in physical boxes. My early clients were really trailblazers in DAM, spanning magazine publishers, creative agencies, architects, museums, and non-profits. In addition to DAM, I advised on high-end scanners and digital workflows to help clients digitize their collections. This led me to join PhotoDisc, a pioneer in high-volume colour scanning offering quality 300dpi royalty-free stock photography. PhotoDisc, which later merged with Getty Images, felt more like a software company than a picture library. It was during this time and in my business development role that I began fielding questions about metadata, taxonomy, workflow, and search, as clients sought better ways to manage their growing digital collections.

To address these challenges, I organized seminars for UK customers, partnering with LaCie to showcase early Network Attached Storage (NAS) solutions. Together, we demonstrated how metadata and search could help customers transition from CDs to centralized NAS storage. Extensis participated in one such seminar, and within weeks, I joined their team as their first UK-based employee. At Extensis, my responsibilities ranged from product demonstrations and partner management to technical support and professional services. Over the years, I worked with numerous clients to adopt DAM at scale, meeting their evolving needs with innovations like AI-driven tagging, custom XMP support, workflow triggers, different automation and integration.

Working closely with brands like Taylors of Harrogate (lovely tea) and iconic institutions like the National Gallery London, The Bodleian Library, and the European Space Agency, I helped clients solve complex challenges. From Agriculture, Architecture right through to Wildlife Parks and Zoos, the journey to date has been both rewarding and diverse. 

How do you describe Digital Asset Management to others?

Simply put, it’s the professional way to manage digital files, ensuring they’re organized, accessible, and secure.

What’s the most important thing for someone new to DAM to understand?

To succeed, a DAM project must engage stakeholders early. Everyone needs to understand they’re part of the solution—and not feel as part of the problem. 

How did you learn DAM? Any recommended sources?

I learned primarily by reading the manual and then pressing every button to see what happens. Attending seminars, hearing customers present case studies, and asking plenty of questions helps. I also recommend The DAM Book 3.0 by Peter Krogh for a comprehensive overview.

What is your ongoing greatest challenge with DAM?

User adoption and engagement remain the most significant hurdles. A DAM system cannot rely on the “Field of Dreams” mindset: “if you build it, they will come.” Success requires proactive efforts to drive adoption, foster engagement, and build muscle memory among users.

What is your vision for DAM? What will it look like in 5 years?

I envision DAM systems becoming more integrated, with bi-directional connections to an expanding array of creative and business tools. Additionally, the democratization of content creation will demand more streamlined workflows and data-driven insights.

What was your biggest mistake regarding DAM?

Assuming everyone knows what Digital Asset Management (DAM) is. At a recent creative event a VP from a large financial services company asked me, “What’s DAM?” I’m still surprised when new customers both big and small tell me that they don’t have a DAM.

What was your biggest success regarding DAM?

Hearing about customer successes and building long-term partnerships. Some customers renewed their DAM maintenance contracts annually for over 20 years—a testament to consistent value delivery.

If you weren’t in DAM as a career, what would you be doing?

Although I’d love to be a pro golfer, realistically, I’d probably be a photographer or graphic designer.

What more would you like to learn about DAM?

I’m particularly interested in sustainability within DAM—specifically, efforts to offset the carbon footprint of content production, storage, and distribution. From a product perspective, I want to explore new ways to measure content ROI, analyse usage patterns, and develop content strategies based on performance insights.

Share this Article: