Abstract
As the advertising industry undergoes major changes and clients become more scrupulous in looking for proof that their advertising spending is paying off, agencies must search for new ways to remain competitive. Ogilvy & Mather Ltd. London has sought to keep its edge over other agencies by building a global digital asset management system with Xinet's WebNative. The agency uses this system to deploy digital assets to 29 European Ogilvy offices and top clients in 106 countries, as well as 400+ employees in the London hub office involved in production, account management, creative, studio, traffic department, art buying, suppliers and outside printing. The bottom line: Ogilvy's DAM system has given clients like Ford, IBM, BP, Dove/Unilever, Cisco and American Express speed to market, shortened sales lead time, and eliminated the hard and soft costs of burning and shipping CDs.
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