Advertising agencies make money providing innovative solutions to promote their clients’ brands and services through an increasingly wide spectrum of media. Innovative creative solutions today typically involve innovative technology to support its creation. But in contrast to the readiness to adopt new technology that assists in creating artwork or automates formatting of final output for production, the adoption of systems to manage the creative process has not been as rapid.
In the final analysis, it’s all about time to market and the pressure from clients to accelerate the delivery schedule is ever-present. The challenge is to blend a creative workflow with the digital production workflow to achieve a satisfactory return on investment (ROI) — while minimizing disruption and keeping up with a manageable maintenance regimen — that fits the objectives of the organization.
This paper provides a basis for justifying the adoption of a digital asset management (DAM) system. There are a number of ways to calculate return on investment, each of which takes into account some aspect of:
- Pre-purchase planning
- System installation and integration
- Post-installation system adoption