Marketing Technology

Putting DAM at the heart of digital transformation

Executive Summary

Digital transformation (DT) focuses on bringing together the right capabilities, processes, people and technologies to deliver change. Digital asset management (DAM) is one of the five key technology pillars of DT that have to align in order to bring this vision to life. In this case study we examine the key steps taken on a global DAM / Digital transformation project and outline how ICP have worked with the client to put the users at the very heart of the implementation strategy, to help deliver high levels of user adoption, not just at launch but also during business as usual.

The Challenge

ICP is working with a major FMCG organisation to help it implement its digital transformation strategy worldwide. The project spans several years, with clearly defined milestones and ROI evaluation at each stage. The story starts with the FMCG company’s re-evaluation of its DAM requirements, which Victor Lebon says is acknowledged as a ‘Best practice’ step among digital transformation pioneers.”

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The Solution

DAM was an obvious starting point. As similar to most global organisations, the company realised that across many brands and markets there were a variety of different approaches to content storage, sharing and distribution; including shared drives and online systems. Add into the mix a growing number of marketing channels, plus content created or stored by agencies, it is no surprise that a single point of truth was judged to be an essential part of the digital transformation strategy.

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