As organisations look to ratchet up their creative IQ, people, processes and technologies are at the centre of the equation. Workfront serves as the glue that holds everything together. It provides a single place to plan, intake, connect and view all the work in progress.
For example, when Adobe acquired Marketo in 2016 and Magento in 2018, creative teams from these organisations brought specific applications and processes with them. By consolidating teams on Workfront as a front-end tool for connecting to Experience Manager Assets and authoring content, Adobe has made it possible for everyone to work within a single platform. With a few clicks, content creators can enter Experience Manager Assets, where they can publish and distribute materials.
What’s more, the metadata automatically adapts to the specific programme a Marketer is driving. Since the metadata is marketer owned, it’s possible to identify specific values as they make creative requests and attach them to assets as they move through their project lifecycle.
Smart automation capabilities make it possible to capture programme, project and metadata at every phase of the process. This data is continually appended to the metadata in the digital asset management (DAM) platform.
“This makes publishing remarkably seamless for studio managers because the right descriptors and metadata have already been provided by the marketer,” Haycock explains. The result is a framework that takes advantage of digital tools and technologies but also frees humans to work in more intuitive and productive ways.