Twinings and Ovaltine are two well-known global brands dedicated to enhancing authentic consumer experience.
Context:
DAM is a new addition to the business, bringing AI, automation, and integrations. While the technology has evolved, its core purpose remains the same – to store, find, and use assets efficiently. We recognised that the technology, metadata and governance must be well aligned with our real-world processes. We also knew that adoption (buy-in) throughout the organisation was necessary.
Challenges in deploying DAM across a distributed FMCG enterprise operating in multiple key markets include:
- Local recruitment: empowering regional teams to drive adoption.
- Community of best practice: building an ongoing culture for content and DAM.
- Overcoming hurdles: governance, change management and proving ROI.
What we did and what we achieved:
- Adopted Innovative strategies that enhanced consumer engagement on a global scale.
- Used DAM to deliver a rapid response when one of the products gained unexpected momentum.
- Met the challenge of managing sudden content demands.
- Harnessed the power of DAM to quickly retrieve marketing assets.
- Created a great blend in the roles of people, process and technology.
What we plan to do next:
- More markets
- Heritage
- Product management
- PIM and 3D