Workflows have been created to minimize inefficiencies between parties in a project. Historically, some inefficiencies have been accepted in advertising. An example project-based workflow shows multiple problems and issues. Digital asset management and metadata can be used to trigger automated workflows. Improved workflows provide benefits like faster time to market and increased flexibility for clients. Ad agencies have an opportunity to create additional revenue through asset management. Collaboration without boundaries can optimize creativity and flexibility for clients. Transitioning to new workflows may require discovery, cost analysis, development, change management, testing, and training.

1. Workflow study and
Digital Asset Management insight
Michael van den Heerik - May
2009
The Jupiter Drawing Room
Cape Town

2. Workflows have been created to accommodate interactions between
all parties in a project with the purpose of minimising inefficiencies.

3. OLD THINKING!
Workflows have been created to accommodate interactions between
all parties in a project with the purpose of minimising inefficiencies.

4. “Some painful inefficiencies have historically been accepted as part
of the intrinsic nature of advertising”
Mike Pollitt
Chief Technical Officer
Adstream UK

5. Project based workflow example

6. Project based workflow example
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7. Project based workflow example
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Loss of efficiency

11. Responsiven
Speed Year 1
ess
Creativity Budget

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18. The principle of a workflow should be around creation of an
environment which can accommodate the best outcome of your
assets.

20. Asset

21. Digital sset
A

22. Digital sset
A Management

23. Digital sset
A Management
=
Workflow

24. Account M.!
Copywriter! Finance!
asset
Designer! creation Traffic!
DTP! Production!
Photographers!

25. Account M.!
Copywriter! Finance!
asset
Designer! creation Traffic!
DTP! Production!
Photographers!

26. metadata
noun
|ˈmetəˌdatə; -ˌdātə|
a set of data that describes and gives
information about the master digital data.

27. Trigger & Action
Workflows
Using the change of assets metadata during it’s
creation as a trigger for it’s next action.

28. We can create as many metadata fields and triggers as we want for
any client, any job, creating individual workflows per client or even
per job type.

29. Lay-out created
by studio
Lay-out created
Lay-out created
by studio example
Workflow
by studio
Lay-out created
Lay-out goes
by studio
on approval
cycle
Brief lay-out
request Photographer
uploads artwork
during shoot
Images goes
Images goes
on approval
Images goes
on approval
cycle
Images goes
on approval
cycle Art buyer fills in
Repro checks
on approval
cycle all info in to
image
cycle metadata fields
On approval LR
goes to OPI HD
All data and
Creative does LR retouching Usage get stored
artwork stored
retouching copied to HR in Metadata
on-line
Creative makes
lay-out
High-res images
DTP creates
automatically
final lay-out
updated
Lay-out
Lay-out
goes on approval
Lay-out
goes cycle
on approval
Lay-out
goes on approval
cycle Final DTP goes
goes on approval
cycle onFinal DTP cycle
approval goes
cycle on Final DTP goes
approval cycle
on Final DTP goes
approval cycle All assets stored
on approval cycle on-line

31. As everything will be web based we can work from anywhere at
anytime with full network functionality.

32. ICC press conversions!
Lay-out approvals! Maintenance!
Account M.!
Copywriter! Finance!
Designer! Traffic!
DTP! Production!
On-line asset! On-line production
Photographers!
management! management!
On-line work portal ! Production Review!
Marketing Collateral Review!
DAM workflow!

33. “Ad agencies have an opportunity to create additional income out
of asset management.”
Jordan Kilpatrick
Systems director
Crispin Porter + Bogusky

34. Improving internal
efficiencies and flexibility to
create brilliant advertising.

35. Benefits for clients are;
Optimised efficiency creating faster time to market
Improved reusability by interaction between in-depend operating
units
ROI increase on produced intellectual assets
Tracked workflow operations
Flexibility in approval processes and work location
Centralised on-line digital asset repository, all assets directly
available 24/7
Lower Cost of doing Business by elimination hard cost

36. Why?

37. The push for control of attention, creativity, measurements
and inventory will reshape the advertising value chain and shift
the balance of power.

38. Collaboration without
boundaries to optimise
the creative environment
and flexibility towards
clients

39. Sid Lee. A creative powerhouse founded six years ago by two students
that never worked in an agency. They didn't really reject the traditional
agency model, just don't give a damn about it (or know enough about it).
www.sidlee.com

40. Will Web 2.0 be the end of the Ad Agencies 1.0 as we know it
currently

42. Let’s not
wait
to find out...

43. What are the progression steps from here?
Workflow discovery – create broad based buy-in by doing a workflow
discovery exercise with several user units
Cost of Doing Business - Calculate the cost of not adopting a DAM
system, improving a workflow, or taking advantage of new revenue
Total Cost of Ownership - Determine the associated cost of
maintaining and managing the system within a creative workgroup
Total Cost of Adaptation - Calculate the total cost to implement a
system
DAM development – based on the outcome of the above develop the
final DAM workflow
Change management – evaluate requirements for change of workflow
Implementation & Testing – allow time for extensive testing before
roll-out
Roll-out – training of users