Leo Burnett, a part of the Publicis Groupe, has shaped some of advertising’s most indelible brands. Founded in 1935 by an all-time great ad man, Leo Burnett has created campaigns and mascots like: Jolly Green Giant, the Marlboro Man, Tony the Tiger, Morris the Cat and the Pillsbury Dough Boy.
The Challenge: Liberate Creative Assets From the Vault
Leo Burnett Toronto became the agency of record for Bell Canada, Canada’s largest telecommunications company, in 2008. They handle creative development, production and management of digital assets using a digital asset management system (DAM) nicknamed “The Vault” to store finished creative work.
The Vault was a Unix-based DAM that was as difficult to get into as the name implied. Every time a new user needed to be added, Leo Burnett had to contact the supplier. They wanted to be able to give people logins themselves, while also having the ability to restrict what the users could access. This latter need was important for managing creative assets with expirable rights and preventing copyright issues.
The creative team was also losing quite a bit of their concept exploration and design time looking for files. Leo Burnett needed to install a modern DAM that enabled users to find what they were looking for efficiently, while giving the administrators total control over who can use what.
Webdam more than met the requirements, but the deadline for asset relocation was enough of a concern for Gord Cathmoir, Leo Burnett’s Director of Print Production and Studio, to consider using a temporary solution. Fortunately, that wasn’t necessary in the end.
The Solution: Big Move, Big Opportunity
The biggest challenge was certainly the two-week deadline, but Leo Burnett also had to choose the right solution for Bell’s current and future needs. The Vault’s successor had to handle all of the following:
- Add new users without vendor involvement. One of the frequently discussed pain points involved the admins’ inability to add users on the previous system without contacting the vendor for help.
- Digital asset organizing. Leo Burnett needed a place where assets could be easily discovered and distributed. The system had to support consistent naming conventions, metadata tagging and folder structures. This helps those organizing and managing content or searching for assets.
- Manage asset rights and expirations. Many of the assets used by Bell Canada support limited-time campaigns and offers. The solution would have to clearly communicate expiration dates and restrict access to files when they are no longer needed or licensed.
- IP management & protection. Bell Canada works closely with mobile companies like Apple and Samsung. When sensitive assets are received before they are ready to announce, security is a priority. They needed protection and the ability to make files available only as needed.
- Clean up access issues. Webdam’s permissioning helps manage content access needs for different user types. Some users just need to see what’s available. Others, like designers, might need to have access to high-res files. Specific assets could be restricted in the old system, but Webdam gave them the ability to do the same for folders.
The Results: Everything Dialed in Record Time
Webdam beat the final two-week asset relocation deadline with time to spare. The new and improved asset library “Vault” houses over 105,000 assets that, after de-duplication and cleanup, weighed in at an impressive 4TB. Leo Burnett and Bell Canada’s partners and agencies have found it easy to use and capable of handling everything they need it to.
Users are provided with an appropriate level of access so Leo Burnett can be confident that files they don’t want used are disabled. Getting them a login can be done without Webdam’s direct involvement and it takes less than two minutes. Art Producer Jesse Brook says, “the new Vault is easy to use and looks great!”
Leo Burnett’s implementation of Webdam started with a potentially overwhelming challenge that went very smoothly thanks to the flexible and easy-to-use platform. Now they have a secure Vault for their valuable assets and complete control over who accesses and uses these assets.
To read the full version of this story about asset relocation, head on over to our customer page.