Possibilities
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Possibilities Russ Stanton Before moving into Information Technology, Russ Stanton had developed a professional resume that encompassed radio production, producing and directing commercials and longer formats for television. He was the recipient of 13 Addy Awards and one Gabriel Award. In the late 1980s, Russ chose to move away from TV and radio and jump into the IT movement. In IT, he has successfully developed and managed enterprise business applications for top entertainment and publishing companies and has produced various interactive learning websites. His two careers merged into one by successfully implementing the Digital Workflow for TV, Print and Radio production at BBDO. Batten, Barton Durstine & Osborn. On a more personal note, Russ enjoys football, dancing and a good joke. He lives outside of Philadelphia, PA with his wife, two sons and a daughter.
Keywords: GE, BBDO, metadata, Xinet, WebNative, possibilities, successful, digital Abstract This is a tale of six photographers in 20 cities in almost every continent of the world, at the same time mind you, taking on the major task of creating a global photo Library for General Electric. Without giving away too much of the story up front, let’s just say that digital asset management and the internet saved the day because this was a critical project for both GE and their global creative ad agency BBDO, and had to be completed in record time. You can only imagine the enormity of such a task, not to mention the pressure. It’s also the story of having the right people in place at the right time. Journal of Digital Asset Management (2006) 2, 219–222. doi:10.1057/palgrave.dam.3650035
THE OPPORTUNITY In reviewing their 2004 budget and the one for the upcoming year, General Electric (GE) determined that in terms of art costs, they could actually save money if they created a custom image library that all of the GE businesses around the world could share. Their initial idea was to employ 13 different photographers in various parts of the world, take these pictures traditionally and put them on some sort of CD. But the folks at BBDO, the people who would come to coordinate this project, had seen some interesting technology used on “America’s Next Top Model” that bore some investigation. I’ll get to that in just a minute.
IN THE OLD DAYS…
Russ Stanton is the Director, Digital Media Architect, BBDO North America Tel: + 212 459 6418 Email: Russ.Stanton@ bbdo.com
Imagine if there was no such thing as Digital Photography or even the internet. Jd Michaels, VP, Director of Print Services for BBDO described for me how a project like this used to be done. They would have shot film traditionally…the film would have been sent to different labs for each photographer and some of them were
© 2006 Palgrave Macmillan Ltd 1743-6540 $30.00
Vol. 2, 5 219–222
international photographers so the film would wind up going to Japan, Germany, Sweden and Britain. Once the film was developed, a contact sheet would be made and each photographer would review those with an agency art directo
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