G l o b a l a s s e t I n t e G r a t I o n f o r e - C o M M e r C e : a b r a n d P o I n t M a n a G e M e n t P e r s P e C t I v e
Glbal aSSE nEGran anhE challEnGES ay’S branS
here are many chaenges t prducing assets thatcarry their weight in impactu nine stres. Gasset Integratin speaks t a them. hesechaenges incude:
Speed to site:
Prducts need t e transrmed rmitems in a distriutin center t images and wrdsnine in a matter days – r ess. (nd rands need treact nimy t maximize the timey eect prductsin printed catags and yers, when these are usedcateray.)
busiess pig d geet:
he aaiaiity prduct and prmtina pprtunities puts a premiumn smart seasna panning and wrkw panning.
brands must manage images and cpy r thehuge ume materias distriuted acrss mutiperetaiers’ nine and printed ehices. In simpest terms,this incudes managing where a prduct riginates,where it’s eing phtgraphed and cpywritten andwhere/hw its images are distriuted acrss retaiers,prmtina ehices and media.
keep csts dwn, rands must reduceredundant phtgraphy and minimize the use sampesets.
Cnsistency creatie assets enhancesrand identity and dries cnsistent rand experiences.his is increasingy imprtant when prduct isdistriuted t mutipe wesites and mutipe endrs.Cnsumers are ery attentie t images; when imagesare sppy, shppers aandn wesites and ignrecatags.
onine prmtina capacity has t escaae t match rand gas and pprtunities.
caaiity ny wrks when a randis capae centraizing and streamining randprcesses eerywhere pssie. fr exampe, therepurpsing assets acrss media, incuding print,is pren t sae up t 40 percent in prductin csts,and it increases the ietime aue an asset.
Grwing and eing “asset needs” createchaenges in ensuring that in-huse taent andsta udgets can ex and keep pace. Increasingy,utsurcing is a sutin.
Wha S Glbal aSSE nEGran r E-cmmErcE?
It’s the sutin – r a ita part the sutin – t a thechaenges isted here. It’s a pren prcess that integratescnsuting, creating, managing and deiering media-neutra sti phtgraphy, CGI, ide and cpy, t turn thechaenges here int enets: speed, panning, ume, cst,scaaiity and centraizatin.Ga sset Integratin is exacty what the name states:integratin acrss a stages the prcess that generatesand manages isua and era rand assets r use andre-use acrss gegraphies, media and retai partners. achiee this, it rings tgether creatie expertise,management principes and techngy.It speciaizes in the creatin media-neutra assets thatare ready r adaptatin acrss a range cnsumer-acingcntexts and as r use in ther stages the randiecyce, incuding &, interna r retaier se-in, andmarketing and adertising. Ga sset Integratin is atthe heart chawk’s retai marketing serices r sme the wrd’s argest cnsumer rands. t chawk,it cmines
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