Agenda

Don't forget to check out our pre-event tutorials taking place on Monday September 11.

8:00 am

Registration & Breakfast - Exhibition Opens

Kindly sponsored by:

9:00 am

Welcome from Conference Chair, David Lipsey

9:10 am

DAM in 2017: Engines of Empathy

Engines convert one form of energy into a different one, usually burning a fuel to create heat, which in turn creates a force. The word "engine" derives from the old French "engin", meaning “ingenious”. What are the forces we need to create with our DAM engines in 2017? 

In our modern creative digital workplaces, DAM systems have evolved into engines that power not only the creation and distribution of digital assets, but now also the consumer experience. But are those experiences empathetic to how consumers are thinking and feeling? Is it possible to plant seeds for optimal consumer experience in the earliest stages, when we’re initially creating and managing the assets that will shape the digital environment?

DAM in 2017 will explore assets as vehicles of sentiment, showing examples of how we’ve failed at this so far. More importantly, we’ll explore what we can achieve in the future, and how we can make the digital world more empathetic with the power of effective DAM. 

Speaker:
Theresa Regli, DAM Industry Analyst & Consultant, Chief Strategy Officer, KlarisIP

9:50 am

The Right Stuff: How Coca-Cola Manages Usage Rights to Enable Reuse

How does the most recognizable brand on the planet leverage its rights management capability to enable asset reuse?

Done well, a DAM rights capability gives faster access to a larger pool of content, giving users confidence they have the rights to use it, and mitigating rights infringement risks for the organization.  If poorly implemented, though, a rights capability can be a frustrating bottleneck for users, pushing them to find solutions outside the system, increasing the risk misuse, and ultimately resulting in less reuse of a company’s assets.

Over the past decade and across a variety of DAMs, The Coca-Cola Company has continued to refine the mix of resources it applies to globally managing the talent and IP rights in its digital assets.  From rights managers to business processes and implementation of new technology, come learn how the company now pairs its assets with their usage rights, providing a service that allows any country in the world to confidently use the creative work of another.


Speaker:
Michael Weeman, Global Senior Director of Digital Marketing Capabilities, Assets and Content, The Coca-Cola Company

How to Select the Right Digital & Media Asset Management System

It's about time we stopped asking the unanswerable question: “What is the BEST digital asset management system?" Despite all the vendor marketing hype and so-called "objective" white paper publications, there is no one "best" system: there's one that's right for YOU, your business needs, your technical requirements, your integration points, and your budget. And even then, no system or vendor is perfect. You need to know the risks going in, and plan to mitigate them accordingly.

If you're new to DAM, you need to make sure you consider many aspects of the market carefully. If you're not so new to DAM, the system and vendor that was right for you four years ago may not be the right one now - perhaps you have moved on, but your vendor hasn't kept up with the curve. 

This session will feature an independent, objective, and rapid-fire intensive on the Digital & Media Asset Management marketplace, with a high-level view of what DAM vendors have to offer you in 2017.

Speaker:
Jarrod Gingras, Analyst and Managing Director, Real Story Group

10:20 am

Hilton, One is Many

Checking-in all digital assets into Hilton’s first global DAM.

The story of 14 brands, several large migrations, integrations and retiring legacy systems.

Speaker:
Liana Cave, Senior Manager, Digital Asset Management, Hilton

Global DAM: Leading the Journey to Implementation

You have a DAM, so how do you go about rolling it out globally? Want a successful implementation? A DAM is not just plug and play – “one and done”.  

Hear how the ‘process’ and ‘people’ can affect the success of your project. There are a number of steps you can take to be prepared. 

Learn how Bristol-Myers Squibb lead the charge and how to best plan for the journey to implementation – it can be a long road! 

Speaker:
Debra Boyko-DeBrito, Director of Content Management, Worldwide Commercialization, Bristol-Myers Squibb

10:50 am

Refreshments & Visit the Exhibits

11:30 am

Cloud vs. On-Premise Considerations

When Progressive decided to replace their on-premise DAM with a more functional and scalable one, it was expected that the replacement system would also reside on-premise. However, after evaluating offerings in a changing marketplace, they decided on a Cloud implementation as their preferred option. Still, there were a number of hurdles to overcome that challenged core assumptions and requirements, as well as their ability and willingness to be flexible. Technical concerns were investigated at a granular level and the result was Progressive's DAM ending up in the Cloud with great success.

This session explores the technical considerations of deciding where to deploy your DAM. There's no universally right or wrong answer, but Mark Maslar of Progressive will discuss some of your "favorite" (but necessary) topics, such as:  

  • Network
  • Customizations
  • Integrations
  • Security
  • Performance 
  • Service-Level Agreements (SLAs) 

You won't walk away with your answer – just more questions. But when we ask better questions we can get better outcomes.

Speaker:
Mark Maslar, Technical Solution Owner, Progressive Insurance

DAM in Higher Ed Marketing: Lessons from Cornell

Join Corey Chimko for a whirlwind case study of DAM at Cornell University over the last decade. Corey will discuss triumphs, failures, pitfalls, and lessons learned managing the Cornell Photos marketing DAM and its continuing evolution in a volatile and ever-changing environment. 

Learn strategies for managing areas of particular difficulty in the higher education environment, such as adapting your system to changing strategic priorities over time without sacrificing archival integrity, donor influence on naming conventions, asset lifecycle, editing process, and distributed metadata entry enforcement.

Speaker:
Corey Chimko, Manager of Digital Assets, Cornell University

12:00 pm

Integrating DAM Technology with Adjacent Platforms

The evolving digital marketing ecosystem has introduced a new layer of complexity in the space where DAM intersects with marketing automation systems, web content and experience management platforms, social engagement tools, and mobile-specific delivery environments.  

  • What exactly do we integrate and what should we not integrate?
  • When is it too soon to integrate? When is it too late?
  • Who owns the work? Who makes the call?
  • How does our support model evolve?  

This interactive session will dig into these and other timely questions, and will explore in detail real-world issues and experiences that many in our community are currently facing.


Moderator:
Theresa Regli, DAM Industry Analyst & Consultant, Chief Strategy Officer, KlarisIP
Panelists:
Patrick Collin, Director, Digital Asset Management, SGS
Anthony Marshall, Digital Marketing Lead – Digital Content Management, Kraft Heinz Company
Thomas Stilling, VP, Global Enterprise Operations, 20th Century Fox
Michael Weeman, Global Senior Director of Digital Marketing Capabilities, Assets and Content, The Coca-Cola Company

Benchmarking your DAM Effectiveness

Join us for a fast-paced, hands-on session where you can assess the effectiveness of your existing DAM environment in a series of structured Q&A exercises. 

We'll guide you through a methodology designed to review the current DAM capabilities of your organization, focusing not only on the technology you have in place but also the people and process, as well as broader connections to other marketing technologies.

No matter where you are on your DAM journey, you'll leave with a visual representation of where you stand as a DAM practice and where you need to go in the future.

Speaker:
Jarrod Gingras, Analyst and Managing Director, Real Story Group

12:50 pm

Lunch & Visit the Exhibits

Kindly sponsored by:

2:00 pm

Roundtable Discussions: Choose your Topic

  • The 4th Generation of DAM – Where is the industry heading?
  • How AI will influence content management strategies 
  • Building the Business Case for DAM: How to convince your boss to fund your DAM initiative?
  • Cloud Vs On-Premise Migration 
  • MYTH #7 – DAM is Sexy! – Reality: DAM exists to support your processes, not steal the show 
  • Creative Collaboration and Brand Management
  • Adoption Tactics, Pre and Post Implementation  
  • DAM in Higher Education
  • The Challenges of DAM Integration
  • DAM Implementations: Baby Steps or Boiling the Ocean?
  • Microservices: the key to innovation in workflow optimization
  • Save Time & Improve InDesign Workflows with Powerful Links to DAM
  • “Is that budgeted?!” Ensuring your DAM software project budget is comprehensive 

3:00 pm

How do you Build a Successful Creative Operation? Meeting the Challenges

Managing an in-house creative agency is now more exciting but exacting than ever. Given the complexity of the work, how do you build a successful creative operation that is sustainable and scalable?

In today’s environment where time to market is compressing, the demands are real. Speed, volume and complexity are some of the challenges that many face. 

Hear from this leading team of experts with hands-on, frontline experience of the latest thinking, best practices and best-in-class solutions. 


Moderator:
Clair Carter-Ginn, Partner, Forecast
Panelists:
Maureen Boyle, Senior Director of Creative Services & Events, Trunk Club
Charissa Messer, SVP, Account Strategy & Agency Operations Executive, Bank of America
Amy Strickland, Senior Director, Marketing & Creative Operations, Sam’s Club

The Great DAM Bake Off

The Great DAM Bake Off is a forum to provide attendees with succinct, comparative presentations on the latest digital asset management solutions. Attendees will help crown the "2017 Tastiest DAM" in a fast-paced, entertaining set of competitive demos. DAM vendors will present a series of short, focused demos showing how their systems address specific business use cases.

An expert panel of judges will offer commentary, both attendees and the judges can ask tough questions, but YOU vote for the winner. Which system soufflé will rise to the top?


Moderator:
Jarrod Gingras, Analyst and Managing Director, Real Story Group
Judges:
Patrick Collin, Director, Digital Asset Management, SGS
John Florance, Dam Practice Manager, Risetime Technologies
Theresa Regli, DAM Industry Analyst & Consultant, Chief Strategy Officer, KlarisIP
Contestants:
Chris Janczar, Solutions Architect, MediaBeacon
Frederic Sanuy, Director of Marketing and Partner Programs, DALIM SOFTWARE GmbH
Wendy Skoulding, Business Development Product Manager, censhare

3:50 pm

Refreshments & Visit the Exhibits

4:20 pm

Metadata Matters

Metadata is a critical part of any asset – both enabling users to find it and helping them understand how they can use it. 

This interactive session will explore how different industries and organizations manage metadata and design their metadata models to fit their business needs. The panel will discuss lessons learned, top tips, successes and new developments in the field. 

Questions posed to the panel will include:

  • When creating a metadata model and then customizing your metadata in the DAM, should you start big and whittle down or minimalistic and expand as needed?
  • Do we really need metadata governance? 
  • Do you have a recommended number of metadata fields that we can realistically ask people to enter manually?
  • How is AI improving/changing our metadata needs?
  • How can you manage synonyms within a DAM that does not have a thesaurus?
  • What considerations should a company make regarding metadata during migration?

Following the panel discussion, attendees will have the opportunity to continue the discussion in peer to peer groups. 


Moderator:
John Horodyski, Partner, Optimity Advisors
Panelists:
Jennifer Dolcetti, Director, Global Asset Management, GTB
Jennifer Tyner, Digital Asset Manager, Progressive Insurance
Emily Vargas, Digital Asset Management Specialist, Wilson Sporting Goods

5:30 pm

Drinks Reception

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6:30 pm

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