Tools for better teamwork
Under Armour uses Adobe Creative Cloud for enterprise to produce most of its creative assets. More than 600 people in product development and marketing have access to Adobe Photoshop, Illustrator and InDesign. In addition, video editors rely on Adobe Premiere Pro to produce video assets, using the workflow in Team Projects to support collaboration between teams in Maryland and New York.
Using Adobe Creative Cloud Libraries, teams can share design elements such as icons, colour swatches and fonts—avoiding duplicate efforts and working faster. With the deployment of Adobe Experience Manager Assets, the company expects Adobe Creative Cloud Libraries to play an increasingly important role in asset development and sharing.
Aside from Adobe Creative Cloud users, as many as 500 people use Adobe Acrobat DC for administrative purposes. With so many licences across the suite of Adobe products, Under Armour opted for a Named User Licensing solution, which gives the company more flexibility to package and distribute software based on its users’ needs. Users have federated IDs linked to Active Directory groups, enabling single sign-on and making it easy to add, renew and remove licences. This approach saves the company up to four hours per user.
Creative teams get the assist with automated metadata tagging
To make assets easier to find, Under Armour decided to do more than just consolidate repositories into a DAM. The team reimagined the governance of its digital assets, creating a consistent approach to tagging and workflows, one that would improve access and management of all assets and improve the workflow for creative teams.
“Tagging is important but can be a complex and manual time-consuming process,” explains Snyder. “Some tags could be applied in bulk uploads, but most tags had to be added manually. Because this step was often neglected, files would practically disappear.”
Using Adobe Experience Manager Assets, Snyder and his team devised a sophisticated workflow that automatically adds relevant tags to each file by integrating product lifecycle information via an API connection to their master data management (MDM) solution. The asset owner, usually a creative team member, simply tags the material code into the XMP metadata. A workflow then runs to associate 20 attributes based on the data pulled from the MDM platform—details such as product name, style number, colorway, target audience gender, sport category and market region.
Under Armour has integrated its Workfront project management system in a similar way, tagging assets automatically as they are added to projects in the DAM with information from creative briefs, such as campaign names and brand channels.
“Automatic tagging through Adobe Experience Manager Assets saves a lot of time for creative teams as they upload files,” Snyder says. “And it surfaces many assets that might have got lost previously.”
As Under Armour absorbs content into the DAM, there is a growing case for also using Smart Tags, powered by Adobe Sensei, the artificial intelligence and machine learning technology. The Smart Tags feature can help to identify relevant metadata that goes beyond product attributes, such as big-name athlete sponsorships.