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Case study: Transitioning to a digital video workflow

Author

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  • Wills, Andrea

Abstract

McDonald’s creative services team — underneath the umbrella of the organisation’s global system communications group — has a fully functioning video production studio. The creative services video library collection holds all of the videos the company has produced for training and global brand stories for use at presentations and at company events. This paper is adapted from a presentation entitled ‘Getting started with video — a case study from McDonald’s’, which was given at DAM Chicago 2014. It focuses on the completion of a multi-year effort to launch a companywide digital asset management system to allow McDonald’s and its partners to share creative media, best practices and promotional information, in addition to a media asset management system that allows the producers and editors in McDonald’s creative services team to view video b-roll and log clips from the company database.

Suggested Citation

  • Wills, Andrea, 2015. "Case study: Transitioning to a digital video workflow," Journal of Digital Media Management, Henry Stewart Publications, vol. 3(3), pages 202-206, February.
    • Handle: RePEc:aza:jdmm00:y:2015:v:3:i:3:p:202-206
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    More about this item

    Keywords

    MAM; DAM; storage management; metadata; best practices; video workflow;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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