deSingel gives digitisation a boost with modern DAM technology
Culture house deSingel in Antwerp presents a strong brand on the market. For years, the organisation has been releasing high-profile communications, which keep the brand alive and recognisable. To this effect, an enormous amount of content is created.
For the annual publication of the seasonal brochure, deSingel already relies on a DDP (Digital Data Publishing) solution, integrated by Catena Company. Marketing and communication goes much further than that, of course. Content is distributed multi-channel, to different target audiences. Moreover, content is alive, changes rapidly.
deSingel chose a DAM (Digital Asset Management) system to optimally create, manage and utilise all that content, in all those digital assets.
Painless migration towards new technology
Many organisations are somewhat reluctant when it comes to migrations to new technology. What will be the impact on ongoing processes? Does the new technology integrate well with the existing stack? Will employees be able to work with it smoothly? Opportunistic use is made of temporary trials, only to eventually find that the nice features are just islands that do not integrate with the marcom technology stack.
The migration at deSingel from the outdated DAM system to the new system was completely painless. Pierre Van Diest, business director deSingel: “Catena Company takes a very process-oriented approach, with clear analysis of users and their needs, short feedback loops and smooth communication. The big advantage of the new DAM system is that the integration possibilities are endless. In particular, the integration with Salesforce and the link with Adobe InDesign are crucial for deSingel. Data synchronises automatically and existing archives of digital assets are taken over and enriched with metadata. The intuitive interface and user experience also ensure that all employees enjoy using the new DAM system.”
In particular, the integration with Salesforce and the link with Adobe InDesign are crucial for deSingel.
Integrating DAM with Salesforce, also an added value for large-scale theatre performance.
The live link with Salesforce is of great value. One of the major challenges in deSingel’s marketing and communication is the volatility of the information to be communicated. In large artistic productions, for example, it is very common for the composition of a company to change last-minute. It is important that this information is communicated correctly. That data and associated metadata are now transferred seamlessly.
Pierre Van Diest, business director deSingel: “A very concrete example is that of a large-scale theatre performance that is programmed a year in advance. The company consists of more than 50 people, but I can assure you that the cast may be completely different at the time of performance than at the time of programming. Artists also insist very much on their recognition. And rightly so. Therefore, the information we announce must be accurate.”
In this case, a photo of each artist is available with a lot of metadata attached: name, age, experience, instrument, etc. When someone is replaced, this can be changed in Salesforce and it will synchronise throughout the marcom stack. So everywhere, the correct photo of the replacement artist appears with the correct accompanying information.
Strategic integration of digitisation processes, it’s only obvious
deSingel is digitising numerous processes. Integration and synchronisation of data are essential prerequisites. The DAM system centralises all data, makes it very accessible and opens up new possibilities for further digitisation, for example of content creation in Adobe InDesign.
Of course, every digitisation is bespoke. Solutions such as this modern DAM are intuitive and userfriendly, but need to be implemented and configured at the users’ cut.
The migration to brand-new technology is proceeding very quickly and without significant impact on the continuity of our daily work.
Pierre Van Diest, business director deSingel: “Catena Company first analyses the strategic marketing aspect, and adjusts the solution accordingly. That makes everything simply work, makes it do what it is intended to do, and not anything else. Thanks to this analytical, structured approach, the migration proceeded very quickly and without significant impact on the continuity of daily work. For those who think carefully about the marketing strategy beforehand, the migration to modern technology is a very simple process and the return on investment an absolute certainty.”
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