TBWA Worldwide

• Global ad agency used Hyland Nuxeo for DAM solution to solve asset management challenges.

• TWBA consolidated all commercial archives across the world into regional digital asset management (DAM) systems to unite more than 300 decentralized agencies.

• The agency used AI to auto-tag 500,000+ user-generated content assets, plus thousands arriving every day.

• TWBA implemented an agency-wide intake workflow that streamlined the ingestion of assets.

The TBWA technology team used Hyland Nuxeo to build a new application called GAME (Global Adaptation Management Engine) for one of the company’s largest clients, to more effectively manage its adaptation management processes across its many countries, agencies and partners.

TBWA, part of the Omnicom Group, is a top-10 global advertising network with 11,000 employees across agencies in more than 40 countries. The company’s global client list includes industry titans such as Accenture, Adidas, Apple, Energizer, Gatorade, GSK, Henkel, McDonald’s, Michelin and Nissan.

Let’s take a look at how TWBA unlocked DAM efficiencies.

> Learn more | How to maximize your DAM ROI

DAM need: Automated rights management and workflows

TBWA works with hundreds of agencies and contractors, while operating in diverse markets spanning the globe. This means one campaign may be finalized and approved for one market, but still requires adaptations and sign-offs in another. (An adaptation is a version of a master asset customized for use in a particular country or region of the world, created by agencies local to that area.)

A global advertising program typically requires hundreds of adaptations, each consisting of several key concurrent processes that must be completed with great care and in timely fashion:

• Briefings: Requests from a local agency to create an adaptation of a given master asset, including full details of work required

• Transcreation: Very precise language translation that aligns with and respects local culture

• Post-production management, such as a new local language voiceover for a video or audio asset

• Rights management: The client can incur significant liability if an asset is used without the proper global and local level contractual rights in place, such as:

  • Talent rights from actors, musicians and other performers permitting use of their likeness and/or intellectual property in a media asset

  • Usage rights defining when and where an asset may appear on the web, streaming platforms, TV, radio, print, etc.

  • DAM functions such as versioning, transcoding and more

TBWA selected Nuxeo to provide clients with a new level of process management, operational performance and cost effectiveness, beyond what was possible using TBWA’s existing homegrown solutions. The TBWA technology team built a new application called GAME for one of its largest clients, to more effectively manage its adaptation management processes across its many countries, agencies and partners.

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Leveraging Nuxeo for DAM’s web-based configuration and customization tool (Nuxeo Studio), which eliminates virtually all custom coding, TWBA developed the new application in just three weeks, with only some minor assistance from a Hyland solutions architect.

The team developed a rich and complex AI-powered metadata tagging model and customized workflows, which successfully resolved specific adaptation management challenges and provided critical additional functionality, including:

• Significantly improved collaboration between TBWA and the client during the asset creation process, as well as between the customer and local agencies on adaptations, leveraging Nuxeo's flexible workflow engine

• Effective automation of mundane but highly critical tasks, such as creating a new job upon receipt of a briefing from a local agency, directed to appropriate TBWA managers for approval, followed later by delivery of the adaptation to the local country

• Quick and easy linking to all types of assets, from master assets to briefings and adaptations

• Complete, transparent and traceable talent and usage rights management

> Success story: Global apparel company eliminates DAM silos

“Our clients are looking to centralize their media asset management processes, from collaborating with us on the creation of master assets to management of adaptations — one of the most complex parts of a global marketing campaign,” said Stefan Born, TBWA's director of IT for Germany, Central and Eastern Europe. “Our application not only improves handling of adaptation workflows but also gives our client a comprehensive tool to manage and supervise internal processes, including seamlessly integrating procurement, legal and production, establishing access controls on the assets, and customizing the workflows that create the assets, which are then put into the Nuxeo repository.”