The Widen digital asset manager series: Being a Widen DAMster – with Daniel Peulicke Hansen of ADtomic

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Daniel Peulicke Hansen

Daniel is an account manager for a Denmark-based digital agency called ADtomic. As an account manager, he’s responsible for leading digital engagements from conception through execution and helping his clients find the right digital solutions for their business needs. 

Here’s a look inside ADtomic’s office and Daniel’s workspace.

ADtomic's Office

1. How long have you been a Widen user?
We launched our DAM system in June 2013, so that would make it about 9 months.

2. How often do you use the Media Collective?
I’m in an agency role, so it’s a little different than being on the client side. I admin the system for the other users, but it’s owned by our client, Arla. I access the Collective about twice a week. 

3. In what area(s) of your organization is the Media Collective being used?
For ADtomic (the agency where I work), it’s being used in the digital department. We have a Global Admin role.

For the client organization (Arla), it’s being used by those who need collateral – all of the brand manager teams and those locally responsible for managing to plan and execute materials in local markets.

4. For what kinds of activities are you using the Media Collective?
I spend my time approving users, training users, reconfiguring categories, reconfiguring the set up, advising on how to expand the DAM system, discussing governance and new segments. A lot of my time is spent on the strategy around the use of the DAM system, which is really important if you want people to use it.

5. How do your users use the Collective? 
Specifically, the users are downloading. They’re getting logos, centrally produced packages of materials, and various other materials that are produced for local use. There are two brand admins doing metadata tagging. They are the key contact people who handle each of Arla’s brands; the product contact. As part of the strategy, I helped set up this hierarchy for the admins (who should do what at each user level). 

When you have multiple brands on one brand platform, like Arla, it’s important to segment responsibilities. This helps ensure that you have sufficient buy in and a strong local understanding of what it takes to make DAM work for your business. One brand manager is measured only on how well she executes for Apetina. And the other is measured for Puck. They’re really not helping each other and that’s okay. They don’t benefit from success from the other brand. They are colleagues, but in terms of actual brand execution there are no brand synergies. That said, there’s a great amount of synergy for a system that they share. My job is to make sure that all of the systems we use for Arla are for the greater good of Arla. 

6. What is the most useful thing the Media Collective does for you?
What this changed for Arla was to move from the old days of having one server in Denmark that housed all assets to using a cloud-based system. The way things were before, if we went farther away from Denmark we suffered from slow download speeds. By using a cloud-based system for our assets, we’re able to help local users get things faster.

7. What are your favorite apps on your smart phone?
My Instagram app is most used, my favorite app is the Vivino app (Danish app that is a catalog of wine). 

8. Which tech websites or blogs do you follow?
I’m not big on tech blogs. I get most of my information that I like from social media. The people I follow on Twitter, Facebook, and Instagram keep me in the loop. I don’t really subscribe to sites, I get most of my information from friends.

9. What do you think is the most important thing other users should know about using a digital asset management system?
I think it’s important to know that no matter how available your assets or logos are, you still have to employ to manage them the right way. For the uneducated person on brand, they can take your assets into the world the wrong way and, ultimately, do damage to your brand. The DAM system makes the assets more available, but you still need to think. You can’t go on autopilot and just let it happen. The assets are now ready at your fingertips, so use common sense to drive your brand forward.

As a brand admin, the DAM might lessen search/find time, but you will transfer that time over to training on how to use the assets of the brand the right way.

Topics: Customer Stories, DAMsters

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