Abstract
Digital asset management (DAM) is having an impact on content creation for all media forms, first and foremost traditional advertising and printed media. With the implementation of DAM systems in many of the Fortune 100 companies, the role between the creative agency and the corporate client is changing. To many agencies, DAM is viewed as a direct threat to their existing business model, as template creation automates many traditional DTP tasks. Next to the initial savings and cost efficiencies, the creative agency needs to change its role and the service it offers. The DAM marketing communication creation process is a way of working that provides clients and agencies with guidance and support in all aspects of the process, helping to create a better understanding of the impact within an organization and the relationship with its creative agencies.
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