A digital asset management system put into place this winter is helping Ford Motor Co. achieve global brand consistency for campaigns like the 2011 relaunch of the Ford Focus.
Over 2,000 marketers around the world—including internal teams and supporting agencies—have access to materials such as photos and videos stored in the system.
“It will allow us to work as one company, and use our assets very efficiently on different platforms around the U.S. and Europe,” says Fabrice Jund, global marketing operations manager for Ford. “We want to promote one common way of working and reduce inefficiencies.”
Ford implemented the TeleScope digital asset management platform from North Plains Systems. The architecture employs a “hub and spoke” model, allowing marketers to create a “central brain” of everything around the world in the company, says Todd Eckler, executive vice president, print and publishing for North Plains. The “spokes” of the hub, however, can be managed on a local level, via workflow rules set for the system.
In the past, Ford had one file sharing system set up for the U.S., Mexico and Canada, and then more separate systems running in the Asia Pacific region, Europe and South America.
The campaign for the relaunch of the Focus began in January with a reveal at the North American International Auto Show in Detroit. Thanks to the new system, assets created for that event were able to be shared for the next part of the campaign’s rollout at the Geneva Motor Show.
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