COTY is a leading manufacturer and marketer of celebrity fragrances, color cosmetics, and skin care products, and Barbara Alexander is their global digital asset manager. She is also an amazingly knowledgeable Widen DAMster and has a great story to tell about how DAM is the lifeblood of their organization.
With over 40 brands in over 40 countries, managing all branded assets was a challenge before COTY started using the Media Collective. Barbara walks us through the process they implemented of having DAM be the first “port of call” for any digital asset. From there, they fully tag the asset with the correct metadata, allowing it to be organized and searched. Salespeople were very receptive to the DAM system because Barbara was able to show them how much easier their work would be.
Barbara is passionate about her love for Widen’s collection share page feature and talks about their need to better serve their retailer dot com accounts. Barbara says, “Collection pages give me the opportunity to not only dazzle the end user by delivering all the assets they need, but doing it in a branded way so it’s a full experience for them.”
Widen’s service, speed, and agility is also very important to Barbara and COTY. In the video, she talks about the speed of change within their industry and how important market opportunities could be lost without the help of Widen’s service teams, as well as the general speed and ease of use of administrator functionality within the Media Collective. There’s no need to have to call a DAM vendor to make changes. Instead, she can make many different types of changes to assets instantly from within the Admin area of her site.
After initially just being happy to have images uploaded into a DAM system and tagged with metadata so they could be searched, Barbara dove into some of the Media Collective’s other features to get even more value from the product. For example, COTY uses the share links and embed codes feature to host images on a number of different web sites. Not only did this feature eliminate the need for another vendor, COTY now has centrally managed images that automatically update when a change is made to the asset within the DAM system. This was a huge advantage when COTY recently went through a tremendous organizational change. Barbara says, “Widen becomes the voice of our organization, a consistent pipeline to what’s going on...and it feeds every team initiative in one way or another.”
We’re beyond thrilled that Barbara sees Widen and the Media Collective as a valued partner and team member. “Having Widen can only make you more successful. They’re that good. It’s a no-lose proposition,” she says. We’d add that it’s a little easier when we have great DAM admins like Barbara.