How Yamaha’s content workflow headaches disappeared

Building a content production engine to manage workflow and publishing is important for any big brand.

If you are a marketer in a big brand, with distributed teams producing collaterals in multiple markets, products, and languages, you often face challenges around speed, consistency, and collaboration.

For an example, imagine managing the production of brochures and promotional material for 26 languages and multiple products. You have a large number of stakeholders; product managers, distributors, dealers, design agencies, photographers, copywriters, translation agencies and printers. You also have sensitive assets of new products that cannot be made public.

To make it even more challenging, you have a legacy DAM (Digital Asset Management) system that is unable to meet your requirements, with cumbersome metadata workflow and asset handling. With deadlines approaching and speed of the essence, your current systems are slowing down collaboration with your creative agency, photographers, and other stakeholders.

This was the situation at Yamaha Motor Europe (YME).

Enter Graphit…. and WoodWing

As it was a complex situation, YME required a holistic approach to its content creation. It worked with Graphit — a WoodWing partner — to run a detailed analysis of the interest groups, working methods and marketing materials involved in its content processes. Based on this, Graphit designed an integrated solution that included:

Advantages of Elvis DAM for Yamaha

Elvis offers a number of advantages that solve YME’s particular situation. Two of these are:

  • Extensive control over who can see, edit, or use assets — meaning that the chance someone internal or external would use the wrong image was minimized. Permissions can be applied on a general folder level, and more specifically on metadata fields like status, copyright, date or a geographical restriction.
  • A robust metadata workflow. WoodWing software automatically extracts technical information, such as filename, date created, file size, file format, and so on. It also allows users to choose keywords from a taxonomy or add your own metadata. In addition, you can create an unlimited number of custom metadata fields to help you store non-standard information.

Advantages of Enterprise for Yamaha

Asset management was a key part of the puzzle. But also critical was how to manage the workflow and approval process. At this scale, running publications for a brand has many parallels with a magazine or similar type of publisher. A few of the challenges that brands such as YME may face include:

  • A complex approval process.
  • Versioning — keeping old versions backed up in case you want to revert, and knowing which version you have.
  • Creating content for different channels — in print this could mean brochures versus magazines, or different languages. It can also mean for online and print.
A peek behind the scenes of YME’s DAM setup

Saved by WoodWing… an hour before the world’s biggest trade fair

Within the system designed and assembled by Graphit, YME users work in a single, central environment in WoodWing Enterprise, where they know exactly what is expected from them and when, based on their role and workflow. Via the platform, YME arranges the automatic production of 26 different language versions of the brochures. These are sent via the workflow to over 3,000 distributors, who are able to:

  • Adjust copy and images online.
  • Choose pre-selected images per page based on the online editor.
  • Automatically send to head office for approval, or otherwise, of the ‘localized brochures.’

WoodWing’s DAM solution, Elvis, significantly improved collaboration both internally as well as with creative agencies. From shooting to final use, the metadata now travels with the image files, enabling the team to find all pictures immediately, and the system ensures 24/7 availability of press materials for PR agencies across Europe.

Just a month after the launch of the system, the team was able to provide all images across Europe exactly at the specified embargo time for EICMA — the world’s most important trade fair for two-wheel vehicles — with the last images came in from photographers just one hour before deadline.

WoodWing has rescued us — before the most important motorcycle show in Europe, the system has ensured the embargo on press images of the new models. Using the old system, we would never have made it. — YME Marketing

Brands are publishers, too

If you are a marketer, you may already have challenges around asset management. And if you are in a larger organization investing more in content like YME, aspects of your operations may involve workflow complexity similar to publishers. Notes Ronald Leusink of Graphit:

Brands like Yamaha are always consistent with their messages across channels. Graphit and WoodWing can help streamline and speed up the content creation process, giving internal and external teams more time to focus on creating amazing localized content.

About WoodWing

WoodWing Software helps brands, publishers, and agencies create, manage, and publish content across teams and publish across channels. We build solutions that are perfect for large teams to efficiently work together on creative processes, within systems that are easy to manage. Our customers include Hearst, Forbes, Axel Springer, Coca Cola, and Yamaha.

To find out more, visit woodwing.com, or contact us.

Originally published at www.woodwing.com on March 6, 2019.