DAM Simple Imaging
DeBartolo's organization is using custom image repurposing with projects for high-profile, demanding clients, such as Pillsbury, Motorola, Heineken, Subway Restaurants, and Coca-Cola. With leading consumer and B2B marketers such as these, brand management is a top priority.
So is cost management, especially today. Manually repurposing clients' images can quickly inflate billable hours. Automatically repurposing master images for ads, Web sites, presentations, and collateral materials is not only saving Ryan Partnership's busy agency time. It's also saving clients money.
"From an agency standpoint, custom image generation is a huge time saver, because repurposing can be done quickly and easily," DeBartolo says. "We only have to put one image up. If we need it for a [print] ad, it can be pulled down as a high-resolution EPS. If we need the image for a PowerPoint presentation, it can be pulled down as a 72 dpi RGB JPEG."
The image size can be changed on the fly, without detrimental visual effects. "You don't have to open it up, resize it, proof it, and save it," DeBartolo says. "We can make alternative images on demand, and not have to maintain different resolutions or file formats on the server. We just deal with the original [master] image."
It's a simplified, automated process that's clicking with the country's top computer retailer, CompUSA. Most of the company's advertising, such as newspaper ads, inserts, in-store point of purchase displays, and images for the company's online store are produced at CompUSA's Dallas headquarters.
There the advertising and marketing department is responsible for supervising not only CompUSA's brands, but upholding the brand management requirements for some 85,000 products from hundreds of vendors, across 225 stores in 90 markets.
Xinet's FullPress and WebNative duo have become the lynchpin of CompUSA's advertising and merchandising departments. Company officials say that, since adopting the products, they've been able to maintain absolute accuracy of images and logos—and are saving thousands of dollars in production time.