New York-based McCann Worldgroup is constructing a proprietary digital asset management (DAM) system to improve workflow among its offices and clients around the world. And with this effort, the agency is bridging the traditional video and the developing IT-based datacentric world.
“We are creating the ability, starting with New York, of managing the workflow in a digital form. Internally we can manage our assets, clients can view work, and media can be trafficked and stored,” reported Greg Smith, McCann Worldwide’s chief information officer.
The proprietary system incorporates Microsoft Corp.’s Microsoft Connected Services Framework to foster collaboration among its network of offices. “We deal with a lot of different channels creating, moving and storing assets,” Smith explained. “Connected Services Framework is a piece of our entire architecture, but an important piece because it allows us to stitch disparate systems. … We are dealing with internal and external technology, external vendors, and deal with every media output in every country and every language.”
Initially, Connected Services Framework will be used on two projects to give McCann Worldgroup employees and partners the ability to publish, browse, search and access assets from a centralized depository, as well as transfer large high-resolution files from one location to another in a security-enhanced environment.
“Every agency has online, near line, and offline storage [some as tape and some in data form], globally, but there isn’t one place where they have a global directory,” Smith said, explaining that with input from Microsoft, McCann came up with a prioprietary Global Low-Res Active Database (GLAD), a container that will hold the metadata about the work and a low res copy of the work.
“We now have ability to store our work in one place in low res form, and it can be shared,” he said. If an HD copy is needed, Smith explained, there would be a service facility through which an HD copy would be created, packaged and shipped. This may involve placing an order through the network, or possibly moving high res files between sites, he added. McCann and Microsoft are also working on the creation of a Rich Media Portal (RMP), a tool to mange workflow from beginning to end and deliver content to the GLAD.
For the large file delivery service, Connected Services Framework will be used to coordinate delivery of high-resolution files as they are requested by end users. A Connected Services Framework session will manage the request, extraction and distribution of the media files. For the database project, Connected Services Framework will be used to upload assets to the database.
When the DAM system is completed, Smith expects that it would offer a workflow for additional services such as online casting, location scouting, and the like. He also said it would link with the agency’s Telestream and Avid environments.
On-site training in New York–and likely Web-based training as well–will commence to get the McCann staff up to speed on using the new system, which is expected to go live in Q3 or Q4.
SHOOT senior editor, technology and postproduction, Carolyn Giardina can be reached at 310-822-0211 or at cgiardina@shootonline.com.
