Brand Management case study:
The Australian Trade Commission (Austrade) – the Australian Government’s trade and investment development agency, required a centralised database to manage over 10,000 branding assets comprised of photographic creative images, branding logos and graphics, finished art marketing collateral, and event artwork.
The collection was rapidly expanding with the need to have a centralised-repository to improve management of digital files that had been housed across a number of local servers.
There was a need to replace the manual systems that were managing the control of:
- various user-client groups – including a large pool of media contacts, all requiring differing access restrictions
- digital rights associated with branding assets, including assets licensed from third-party sources.
Media Equation (me™) first consulted with Austrade to develop and establish business guidelines for the use of branding assets that would inform its clients about correct usage and copyright constraints.
The lookat.me™ solution for Austrade – launched in 2007, and branded the Austrade iBrand Creative Library – has become the centralised online digital asset library, offering:
- automation of distribution (order and download) of digital branding assets to Austrade user-clients
- management of user group access rights and further configuration of individual user registrations
- embedding important digital rights information as XMP metadata in digital files
- file management of image releases
- reporting and auditing functions for tracking user-client activity
- a clean, attractive and intuitive design-interface
The Austrade inventory of photographic images and branding collateral, is now available to its staff and international clients online 24/7.
Metadata – caption, credit, creator, licence restrictions - is embedded with the digital files ensuring that important information never gets separated.
Retrieval of business-critical usage information is immediate.
The lookat.me™ solution, along with the development of brand guidelines, has helped manage the risk of misuse of images.
With access to the Austrade iBrand Creative Library by client-user and administrators anywhere in the world, Austrade was easily able to coordinate the high volume of registrations and access of international media during the Beijing Olympic Games 2008. Administration was conducted around the clock in both Australia and China, with uploads of images from the event made available daily.