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“Ad agencies have realized they can make money out of asset management, so whether they charge per click or whether they charge a maintenance fee, it works for them. It’s another revenue source.’


Ogilvy & Mather Los Angeles Streamlines Asset Management and Access with Xinet WebNative Suite

Ogilvy & Mather is one of the largest marketing communications companies in the world. With 450 offices in 120 countries, they provide a comprehensive range of marketing services including advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing through their various specialty units. Ogilvy & Mather's world-renowned clients include American Express, Coca-Cola, Mattel and Motorola.

  Maria Shippee, mcgarrybowen

Kendra Miller
Ogilvy & Mather Los Angeles

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As part of Ogilvy & Mather's efforts for continuous creative and technological leadership, Ogilvy & Mather Los Angeles decided to bring in Xinet® WebNative® Suite to streamline the access and management of all their digital files, not only to better service its clients but to utilize employee time and capability to its maximum as well.

Before WebNative Suite was installed, the Los Angeles office used an amalgam of solutions to track and archive their assets—hard drives, CDs and even VHS tapes. Due to the volume, it was complex to process. They needed an enterprise-level digital asset management (DAM) solution to organize and unify their system.

Kendra Miller, integrated business affairs manager and asset librarian at Ogilvy & Mather Los Angeles, was tasked with building out and maintaining the agency's asset library as well as helping establish best practices for integrating WebNative Suite within the agency.

"Implementing WebNative Suite changed our workflow in many ways. Figuring out when a project is complete, what makes an asset final, what we should do with that final asset, and how we manage it in the future are all questions that have come up since we brought in WebNative, and are definitely on their way to being answered. We are working toward a goal of having a universal nomenclature, file and folder structure, metadata and tagging," says Miller.

WebNative Suite is used heavily across many departments. Creatives and studio people use it to search for and access files for different campaigns and projects; the business team locates older case studies and RFPs for new client pitches; account staff quickly find assets for their clients; and outside vendors log in to download files they need. As soon as a user is registered they have access to the WebNative system and are assigned a permission set and volumes by department and user. For added security, users can be allowed to download assets directly, or they must request them, depending on their level of access.

WebNative Suite allows us to work more independently and more efficiently. Kendra Miller, Integrated Business Affairs and Asset Librarian

Along with asset management, the agency frequently uses WebNative Suite tools such as Uploader and Triggers and Actions to speed up their workflows. Uploader allows off-site staff or contractors to upload files directly to Ogilvy & Mather's WebNative server immediately and securely, eliminating the need for cumbersome FTP sites. It also requires that necessary metadata be entered before the file can be uploaded, which saves a lot of time and extra work in cataloging files. With Triggers and Actions, approvals are expedited and manual tasks in the day-to-day workflow are automated.

"It's been great to hear people tell me how easily they can find what they need. They can find a stock image and determine when the expiration date is or look up a talent contract by the performer's name. It's also been really nice having people provide the information I need to do the next step of my job instead of doing all the investigatory work myself—or for anybody in our office to do all of that work themselves. We now have that information at our fingertips, which allows us to work more independently and more efficiently. In that sense, the return on investment from using the WebNative system has been impressive," says Miller.