A recent Glossy article with the headline “Fashion Brands Are Using Customization” points to the industry’s growing trend of personalized products and, subsequently, the need for the production of more creative content.
Many brands are attempting to publish more creative content to meet marketing demands through in-house agencies. An ANA study finds, “Nearly 80 percent of the Association of National Advertisers (ANA) members have some form of in-house agency.” (more…)
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Follow us in part one of a three series discussion as we highlight the ripe opportunity for organizations to rally the people, processes, and technologies that go into producing today’s content. Today the creative content pipeline has more focus than ever. Modern-day consumers demand engaging, relevant content in order to begin to consider a brand. Companies must aim to display their goods or services with a multi-channel approach to win over consumers.
Meet Today’s Creative Content Challenge
Netflix, Amazon, and Hulu, the leaders of original content production, intend to maximize their growth of original content production in 2019. Past success with original content only calls for more original content creation.
A Creative Asset Management platform (CAM) accelerates and enhances visual assets that will be leveraged downstream in marketing efforts. The markup and review functionality allows for markups and comments to be made on the individual images for the retouchers. Approved assets can then be sent to the retoucher securely with specific asset rights, controlling the ability to download the content and how long it is available. (more…)
The demand for visual content across all industries is putting a spotlight on creative teams to bear the brunt of supply and demand. Creative content production is increasing as CMOs realize the importance of investing in strategies such as omnichannel and multichannel marketing, visual commerce/shoppable social, and AI customer experience. (more…)
‘Time-to-site’ is becoming an increasingly throttled target within eComm photo and video production. Brands need content to be produced and published faster and faster, without compromise of quality in order to stay ahead of the buying patterns of a fickle consumer base.
In a recent Glossy article, Fabletics Co-CEO Adam Goldenberg emphasized, “Speed is key to the next phase of growth as Fabletics looks to minimize its production window from a nine- to 12-week cycle down to a six- to eight-week cycle by early next year. A lot relies on newness, since customers come back each month and decide if they want to buy something or not.”
Homeless World Cup organizes tournaments for the homeless all around the world. The nonprofit has over 450 locations, reaching 100,000 homeless people every year. Each year, their network of street football partners picks more than 500 players to compete in the annual Homeless World Cup tournament. In addition to inspiring marginalized people around the world, the Homeless World Cup aims to challenge public’s perceptions of homelessness.
Nike recently announced that they plan to release new features in their app that will allow consumers to shop the look of mannequins in their stores. Nike’s App at Retail will let shoppers instantly access and shop a “head-to-toe look,” after scanning a QR code at the base of in-store mannequins.
A proliferation of research and articles show that the demand for creative content has significantly increased over the years. As a result, traditional approaches to creative content production have shifted. Previously, companies allocated hefty sums of money to taking a few high-quality shots for a single consumer touch point. Now modern-day consumption models call for a vast amount of content production across various digital platforms.
An article in Glossy “How fashion creative is keeping space with production” highlights the demand vs. capacity issue present in the creative production process. It makes evident that brands now face the struggle of depending on a single photoshoot to generate all of the content to cover multiple digital platforms.
By David Iscove, Manager of Solution Architecture and Implementation at globaledit
If the growth of eCommerce were to be reduced down to one general driver, it’s arguably “ease of access”. No longer do we need to enter physical stores to purchase our favorite products. With a click of the mouse, our favorite brands come to us.
But that ease of access has created a common-approach trend of buying multiple sizes of a product to confirm the right fit at home, instead of in the dressing room, with the belief that you can just return any versions you choose not to keep.
Returns make up more than $351 billion, yes BILLION, dollars in lost sales. Among the culprits for this insane dollar figure is a lack of uniformity in sizing standards across brands. This leaves people guessing as to whether they should be buying that fabulous new shoe they saw online in a size 9 or size 10. (more…)
By David Iscove, Manager of Solution Architecture and Implementation at globaledit
AI isn’t a buzzword anymore, it is a powerful marketing tool that brands like TUMI are implementing to drive personalization and increase online conversions. Deep machine learning and analysis of consumer trends allow brands to process customer data across channels in order to refine targeting, tailor messaging, and offer product recommendations with greater personalization. AI-driven analytics are impacting the customer experience dramatically, but what is the glue that connects a person’s shopping interest or ‘likes’ to the appropriate product or product range? The answer lies within our favorite topic…metadata! (more…)
Hey creative community! What will you be doing on May 3rd – 4th? Globaledit will be attending the Henry Stewart DAM event in NYC: the world’s largest conference dedicated to Digital Asset Management and Creative Operations.
We think you should join us and here is why…
DAM NY 2018 will feature 100+ speakers and 60+ sessions covering topics like Metadata, Integration, AI, Automation, Creative Operations, Corporate Archives, Video Workflow, Rights Management, Semantics, Governance. (more…)
By David Iscove, Manager of Solution Architecture and Implementation at globaledit
The fast-fashion brand first jumped into AI-driven image recognition to make alternative recommendations to customers who were searching for items which were out of stock. Boohoo.com has since gone through seven months of refinement and have advanced their search technology to allow consumers the ability to upload a picture themselves which identifies similar items in Boohoo’s catalog.
The backend of this consumer-facing AI tool depends on deep metadata tagging of each product within their inventory to “match” the images uploaded by consumers.
It seems all we hear about today is how Amazon is doing everything in retail perfectly. We’re all trying to find ways to be more like Amazon.
But what is it that they’re doing so well?
The answer: They have created an exceptional customer experience. But it goes beyond Prime and free returns. Amazon is continually investing in new ways to enhance a customer’s interaction with their brand.
As reported in the New York Times, Amazon plans to “(…) pour money into photography to give internet shoppers a better representation of garments (…)”. They know that providing more photos will give people more buying information, improving the customer experience, and as a result increase purchases.
Does your brand’s demand for visual content exceed your production team’s capacity? Does the combination of volume and speed have you looking for better ways to manage post-production workflows?
If you are a creative on a daily hunt for answers to these pressing questions, join globaledit at the Digital Assets & Content Leadership Exchange presented by Insight Exchange Network on January 22 – 24, 2018 in New York City as we explore the solutions and challenges faced by the creative ops community today.
The event will explore two parts of the creative process: strategy & monetization and implementation & stewardship. Network with us, share experiences and hear stories from industry experts at brands like Revlon Cosmetics, NBCUniversal, Hasbro, Facebook, World Wildlife Fund and many more.
Top brands, leading organizations, and fast-growing startups are investing in creative operations to scale and fuel growth. That’s why the Henry Stewart Events is hosting their Creative Operations event in Los Angeles, co-located at the Henry Stewart DAM LA 2017.
This gathering is a great opportunity for the creative ops community to network with their peers, share experiences and learn best practices from industry experts with frontline experience. Brands like HBO, The Coca-Cola Company, Farfetch, Nickelodeon, and Beachbody will be in attendance.
In 2003 globaledit release the very first cloud-based collaboration platform offering essential work-in-progress features to create efficiencies in creative production workflows and processes. We are pioneers on creative operations and this is why we are honored to be participating in several sessions during the Creative Operations Conference in LA on November 14, 2017.
We look forward to seeing you at one or all of our sessions.
For more details visit the Henry Stewart DAM conference website.
Use the discount code GLOBALEDIT100 to save $100. REGISTER NOW. (more…)
Today’s creative production team must produce more photos, faster, with fewer resources. Rising to this challenge entails transforming the creative production process.
In this second session of our online masterclass series, we address a radical new vision for photo production, based on the concept of ‘smarter assets’ produced through automated metadata tagging.
This masterclass covers:
When creative professionals are evaluating technology, such as a work-in-progress platform (often also referred to as a collaboration platform), one of the questions they need to ask is, “who developed the product?”
Was it someone who had a “great” idea one day, a product manager who did a handful of prospect interviews, or was it someone who would actually use the product himself? Was it someone who was feeling actual pain, and found a way to solve it?
While each approach can provide value, there are varying degrees of value that tech can provide. Understanding the history behind who developed your solution, and why, can reveal the differences between a tool that just ‘does the job’ versus a tool that you feel was designed for your exact needs. (more…)
By David Iscove, Creative Operations Specialist at globaledit
The ability to locate precise images exactly when you need them is critical for creative production. No wonder why ‘Search’ is the most accessed feature in globaledit’s creative production platform.
As with any asset management platform, metadata plays a crucial role in unlocking the ability to search with success. If a critical mass of information (descriptive, administrative, and technical) associated with the photo can be captured, displayed, and searched against, the more likely you’ll find your needle in the haystack. ‘Critical mass’ is important here because we want to provide curators with a wide range of criteria against which they may uniquely search, while not overwhelming them (or the file for that matter) with too much data. (more…)
This year globaledit attended fantastic creative operations conference both on the West and East Coast. One of the main feedback we received is that creative production professionals were yearning for the chance to dive deeper into many topics discussed.
As a result, our Masterclass Series was born. We will be putting on a series of online masterclasses led by experts in the field of creative operations.
The first session will be:
Segmenting hi-res and low-res workflows to accelerate review and approval, post-production processes, and delivery. REGISTER NOW >
Creative Operations is in demand. An increasing number of brands and organizations across all sectors are recognizing the importance of “creative operations” – the tools, systems, and methods that maximize the productivity of “creative staff”.
That’s why the Henry Stewart Events launched a conference dedicated to Creative Operations, co-located at Digital Asset Management New York. This is a great opportunity for every member of the Creative Operations Community to meet with their peers, share experiences and hear from a leading team of experts with hands-on, frontline experience of the latest thinking, best practices and best-in-class solutions necessary for ensuring end-to-end solutions.
We’re creative ops veterans: Since 2003, we’ve been constantly innovating to help our customers – some of the top brands, retailers, media and entertainment companies, and advertising agencies, accelerate creative production. This is why we chose to sponsor the Creative Operations Conference co-located at Henry Stewart DAM Event.
This year, we are thrilled to announce that our CEO Steve Kalalian will deliver an insightful talk entitled “Darwinism in Creative Operations” (Thursday, May 11 at 12:35 pm EST). Also, Sandie Roberts, VP of Content & Technology Operations at Rodale, will join us for our TechLab session to discuss how she uses technology to streamline ingestion and optimize content for downstream delivery and usage (Thursday, May 11 at 9:40 am EST).
We hope to see you there! Use the discount code GLOBALEDIT100 to save $100. Register now. (more…)
A brand’s photos are their identity, making them extremely valuable. Everything that happens during the creative process directly impacts the integrity of those visual assets.
With consumers growing demand for more and more images, across all channels, creative operations must put more attention on what happens “before the DAM”.
It is about acceleration and removing roadblocks that hinder the delivery and creation of beautiful images. Well-thought-out processes and tech are critical to make your creative production more efficient and effective.
Watch our Q&A with David Iscove, Creative Operations Specialist, to hear about:
By David Iscove, Creative Operations Specialist at globaledit
Eric Fulmer of ShotFlow One (Capture Integration) is one of the sharpest minds within the fashion photography industry. I recently read an article he wrote that referenced the massive shift that the fashion industry has undergone in recent years, known as the “Zara Effect”. For those not familiar, Zara has set the benchmark in reducing time to market in that they “can design, produce, and deliver a new garment and put it on display in its stores worldwide in a mere 15 days”. This represents a massive acceleration of previous development cycles which once spanned seasons, then months, weeks, and now days.
This is the new race that modern brands must run in order to compete and, ultimately, survive.
To compete, brands must transform their overall approach to creative production and identify any gaps that have the potential to force delays. And, as Fulmer states, “(…) there really are only three levers available to pull.” (more…)
