Advertising & Marketing Product Placement

An integrated Workflow Manager and Digital Repository is Discovery Reply’s solution to support production processes linked to digital media, like marketing initiatives and advertising campaigns. It is based on a Digital Asset Management platform and provides a collaborative and centralized workspace for the management of multimedia content that can be accessed from multiple devices. The Workflow Module allows companies to coordinate the production of advertising initiatives and manage every phase of the campaign, guaranteeing that fundamental approval phases will not be neglected and thereby preventing the risk of potential legal disputes. The final product: brochures, leaflets, videos, intended for distribution on various channels, like TV, Radio, Press, web, or Social Networks. The process involves the Marketing structures, the legal divisions, and sometimes external subjects, like advertising and graphic design agencies. For multinational companies, the campaign may begin in various local offices of the organization and, in any case, be controlled in real time at the Headquarters.

The main objectives of the platform are the following:

• Enabling and organising the legal approval process of an advertising initiative and of any business process inside the company;
• Guaranteeing consistency in all the marketing initiative approval phases in conformity with corporate guidelines;
• Creating a shared repository of all the multimedia contents produced during the marketing initiative that remain organized within a Campaign and preserved for potential reuse as a source of inspiration, certification, and historic archiving.
• Improving group collaboration through the systems of message boards, feedback requests made by e-mail, previews and sharing in real time of the digital contents produced by the work groups, even if they are geographically distant. Team members may exchange information on each individual content produced during the marketing process, keeping track of all the decisional phases in the history of each individual project.
• Providing tools that can be easily integrated with the existing process, giving to users a simple and intuitive solution that can be used by a vast, non-technical user base and guaranteeing the best combination of flexibility and respect for the process milestones.

Users are involved in various phases of the process, each with his/her own role, encouraging the participation of each team through the exchange of content and information on product material. The workflow manager is responsible for engaging the stakeholders, in real time, in all the worldwide advertising initiatives, enabling them to obtain an immediate preview of the creative proposals and decide whether or not to promote them, modify them, or change them through a successive approval system. The videos approved and created as part of the advertisement project feed into a centralized repository that can be reused by Marketing and by the agencies as a reference for successive marketing initiatives, promoting the reuse of the creative ideas among Marketing structures distributed on a geographic scale.

This solution is entirely created by Discovery Reply, a company specialized in the management of multimedia content, and can be licensed as a vertical module within the Discovery Multimedia Digital Asset Management with content repository function, digital media life-cycle management, and complex approval and decision-making procedures typical of a business process. The system is totally implemented in a Cloud Computing architecture and the multimedia contents are transmitted efficiently to the end users by means of a Content Delivery Network.