DIAGEO SMARTBRAND: BRAND MANAGEMENT
Today’s brands have to keep control over ever-growing volumes of content across an increasingly diverse range of channels, as well as keeping in line with compliance and regulatory requirements. Global beverage company Diageo has risen to this challenge by creating SmartBrand, a Digital Asset Management (DAM) system that provides better control and access to finished assets, efficient and transparent workflows, plus clear and consistent rights management.
The system, which supports over 18,600 users worldwide, is based on digital asset management technology provided by North Plains, with support and consulting services from ICP. The SmartBrand Support Team provides: Rights Management Oversight; Change Management; Content Curation; First Line User Support; Agency Training and Consulting Services.
Like any large organisation, Diageo faces the complex challenges posed by the multichannel marketing environment it operates in. The sheer volume and diverse use of assets
Of critical importance is the need to protect the company’s assets against misuse: employees need to have the assurance that when they are handling assets, they are working in line with the Diageo Marketing Code (DMC). There is also a need to ensure that this compliant, protected environment is extended to the multiple third party partners with which Diageo works.
Last but not least, Diageo continually evaluates internal approval processes to ensure review processes can be accelerated, the risk of bottlenecks prevented and clear and auditable information provided.
SmartBrand is a highly-intuitive and comprehensive suite of tools that tracks the entire lifecycle of an asset
Diageo has also introduced SmartApprove, which features approval workspaces for project owners that allow the relevant stakeholders to review materials simultaneously, eliminating a more conventional step-by-step approval process. This has improved approval timescales while providing clear visibility and auditable information.