Panel Debate:
DAM in the Brand Management process
Berlin, 26-27.09.2016

3 © 2015 BrandMaster
Brand Management

5 © 2015 BrandMaster
Multilayer & Multichannel

6 © 2015 BrandMaster

Panel Debate Abstract
Managing the brand in a consistent manner across multiple regions in an
increasingly amount of communication channels is a huge challenge.
What role does DAM play in this process and how can it be used to assure
brand consistency?
Listen to our group of industry leading experts under the guidance of Ola
Norrman from BrandMaster.

Marietta Dräger
Senior Account Director at PR-Agency Frische Fische
Marietta Dräger is Senior Account Director at PR-Agency Frische Fische and has managed brands ever
since. At BBDO she worked for some of the best-known brands worldwide. She holds a M.A. in Literature
and Cultural Studies from Humboldt-University of Berlin. Being fascinated from the fast-paced web- and IT-
ecosphere Marietta now accompanies brands of these industries to speak omnichannel in one voice and
attract the attention of their stakeholders.

Steven B. Cook
Partner at Edenspiekermann AG
Steven Cook has been building lifestyle, ready-to-wear and high-end fashion brands for the last 16 years.
Originally from Los Angeles, he lived and worked in New York before moving to Berlin, where he is a
partner at Edenspiekermann.
As an advocate of purpose-driven brands, Steven has worked for companies like Marc Jacobs, Red Bull,
Coach, and Nordstrom, creating powerful experiences rooted in brand culture. Steven has witnessed the
full spectrum of the fashion and luxury industry’s approach to their clientele, working both client side and
agency side, and helps brands to improve their place in the market.

Gustaf Ekelund
Digital Strategist
Gustaf Ekelund has a background as a digital strategist for some of Sweden’s largest corporations. He has
worked with companies such as Electrolux, SEB, Ikea and now lately with Saab Security and Defence. He
has throughout the years been driving large companies to adopt a digital first strategy and optimising web,
intranet and DAM solutions.

The Model (day II)
Guidelines
Assets
Execution
The Brand Story - Branding Guidelines
DAM to BAM
Campaign Management - Self Service – DAM Plugin