how comedy central uses digital asset management
DESCRIPTION
Visit www.damlearningcenter.com/nyc2012 for more infoTRANSCRIPT
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Presented by
Comedy Central & TV Land Case Study
Kevin Gepford
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Comedy Central - The Funny Member of the Family
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CC: Brand Creative
35 members
On- & o!-air channel creative:
• Promos
• Interstitials
• Stunts
• Product Placement
•
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CC: Brand Creative
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O!-air Creative:
• Print ads
• Billboards/Subway
• Web advertising
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CC: Brand Creative
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CC: Brand Creative
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• Creative Services department
• Problem solvers
• Collaborators
• Strategic thinkers
O!-Air Studio
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Comedy Central & TV Land
• Needed to share:
• Curated assets
• Slide shows
• Style Guides
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Lets Get Organized
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4 Points of Pain:Life Before DAM• Archives: O"ine (DVD’s)
• Logos: Bombarded with requests
• Photos: Bombardment x 2
• Digital Platforms: No system for tracking and distributing graphics
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Goal: Change the Work
• Provide immediate grati#cation
• Create a culture of self-service
• 80% - 90% of requests could be automated
Secret Agenda
• Reduce constant disruptions and annoying requests
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DAM: Considerations
• User friendly
• Easy to learn
• Budget friendly
• Keep control in-house
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Implementation (a le"-brain thing)1. Found the Money
2. Installed Portfolio Server
3. Created Assets
4. Organized Assets
5. Uploaded Assets
6. Spread the Word
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Implementation Challenges
• Empowering Project Managers
• Encouraging Self-Service
• Resistance to change/learning
• Open Access
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Comedy Central: Consistent with Brand
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TV Land: Consistent with Brand
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Workflow
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Workflow
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Measuring Success
• Instant grati#cation
• Democratize the process (not a graphics task)
• Less interruption and annoyance
Patience…
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Next Steps
• Hardware Upgrade
• Visual Integration with Intranet
• External Sharing
• Cross-team collaboration/work$ow
• Video?
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Sidebar: Digital Ad Workflow
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Virtual Job Jacket
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Versions & Approvals
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Making a Di!erence