Transformation of the content life cycle at Edrington — The home of exceptional spirits

This paper identifies and provides solutions to the challenges faced in digital asset management (DAM) within the context of a global premium spirits company. Through example use cases and reference to other studies, the paper explains the considerations to be addressed when transforming DAM from a static repository to a dynamic source system at the centre of media syndication. Assessment of the user requirements from the perspective of the brand content creators, digital asset management team and the end user (be it within the company, creative agencies, joint ventures or customers) is provided, and the approach to solving these differing needs explained. The paper provides insight into the early identification of potential issues around asset protection, the flexibility of taxonomy and how to future-proof a DAM system to ensure wider integrations are achievable with DAM as the one source of truth for media. Soft skills such as active listening and user empathy have proven to be an important part of the approach, therefore practical ways to improve these skills are suggested, including communication techniques and bringing stakeholders on the transformation journey to provide them with a clear vision of the future.