How digital asset management improved the production of packaging artwork for Philips DAP
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Debbie Wirtjes-Lewis is Director of Corporate Communications, Wirtjes Management BV. She has more than 14 years’ experience in the area of communications, working as a broadcast journalist and as the Executive Director of the American Chamber of Commerce of Trinidad and Tobago. Debbie currently trains executives in the art of making corporate presentations and dealing with the media. She also provides editorial and advisory services for corporate presentations.
Keywords: performance management, packaging artwork production, process redesign, digital asset management, workflow automation, collaboration Abstract Since the introduction of a digital asset management (DAM) solution two years ago, Philips Domestic Appliances and Personal Care has been able to realise a cost reduction of 35 per cent project in the area of packaging artwork production. The traffic department has increased its ability to handle projects by 200 per cent. In general, the organization was able to reduce the cost of distributing assets by 85 per cent, while the number of assets being reused rose with a factor of 1,000. This paper first identifies some key problem areas related to packaging artwork production, focusing on relationships between operational parties within the ‘graphical supply chain’. It highlights the common problems that add to the cost of failure and illustrates step by step how redesigning the supply chain using DAM technology and integrated workflow management could eliminate errors and so improve overall performance.
Geert Wirtjes Philips International BV, Global Marketing Management, PO Box 77900, 1070 MX Amsterdam, The Netherlands Tel: +31 6551 91897 Email: geert.wirtjes@ philips.com
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INTRODUCTION
THE GRAPHICAL SUPPLY CHAIN
This paper provides an overview of the essential elements of performance management in the area of packaging artwork production. It also highlights the improvements made to business processes after having established a framework for performance management. The first part will describe some characteristics of a ‘‘graphical supply chain’’ related to artwork production in general. Exploring relationships between operational parties in the artwork supply chain for packaging will reveal some common problems and their negative impacts on business performance. The second part will describe proposed changes in processes and ways of working, and ultimately the benefits and challenges derived from introducing digital asset management and related technologies in this particular business environment.
Continuous pressures in the marketplace require enterprises to increase agility in the marketing communications area. Multinational business-toconsumer oriented enterprises face tough challenges rolling-out global marketing campaigns, while trying to increase customerfocus and customer-centric delivery at a local level in order to create maximum effectiveness at point of purchase. A typical overview of the scope and variety of the parties involved in the process of artwork creation and production is depicted in Figur
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