Global to Local Creative Operations: The role of DAM in finding the balance
Thursday October 7th, 2021 @ 11:00am - 12:00pm BST |
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Online |
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Not Specified |
As an organisation extends across borders, content supply chains get more complicated. Different marketing methods, regulations and customer behaviour require localised content, but that brings the risk of increased costs and diluted brand identity.
A Digital Asset Management system is a powerful solution to these challenges, by allowing the creation of “Hub-and-Spoke” creative operations. Overall themes, messages and imagery elements are created centrally to control costs and brand values, while allowing latitude for markets to leverage their knowledge to localise the content.
In this webinar we present the story of Kingfisher, one of the largest home improvement retailers in the world and the organisation behind European retail chains like B&Q, Screwfix, Castorama and Brico Depot. Join us to hear how the implementation of a group-wide Digital Asset Management platform in 2017 provided Kingfisher with the tools and flexibility to bring together previously-independent trading companies and find the right balance between centralised and localised creative operations.
A Digital Asset Management system is a powerful solution to these challenges, by allowing the creation of “Hub-and-Spoke” creative operations. Overall themes, messages and imagery elements are created centrally to control costs and brand values, while allowing latitude for markets to leverage their knowledge to localise the content.
In this webinar we present the story of Kingfisher, one of the largest home improvement retailers in the world and the organisation behind European retail chains like B&Q, Screwfix, Castorama and Brico Depot. Join us to hear how the implementation of a group-wide Digital Asset Management platform in 2017 provided Kingfisher with the tools and flexibility to bring together previously-independent trading companies and find the right balance between centralised and localised creative operations.