Case Study
A Global Conglomerate Turns to FADEL for Brand Protection
Why is Rights Management Critical for Marketing?
When internal marketing teams and external agencies are consistently working against the clock to launch fresh, innovative, and timely campaigns, ensuring assets are available for use keeps projects moving and brands protected.
- Mitigate risk and reduce overage costs with rights clearance directly from your DAM
- Promote content reuse and brand consistency with centralized access to available assets
- Expedite the production lifecycle with greater visibility and customizable workflows
Protecting the Health and Well-Being of Opella
- Capturing rights information for all assets to ensure compliance
- Performing instant clearance checks and sending expiration notifications to protect the brand
- Improving collaboration and communication between brands and agencies
- Providing visibility into trends and costs to drive informed business strategy
Opella Case Study
Interview with Penjo Chhimi, Creative Asset Manager, Consumer Healthcare Division for US Markets, Opella
Situation: On a worldwide campaign for public health
Opella (formerly Sanofi Consumer Healthcare) is on a mission to build a healthier future by helping people help themselves. The multinational consumer healthcare company leverages the best in science, together with their world-class pharmaceutical quality standards, to deliver consumer-driven, innovative medicines and products. Opella has a large presence in over 150 countries with more than 9,000 employees globally. The brand works with numerous marketing agencies, both internal and external. To maintain a consistent brand image, they developed a syndication program for their digital media assets.
Challenge: A costly oversight exposes the need for centralized digital rights management (DRM)
The discovery of an expired asset in syndication sparked an internal audit to identify all published assets with their associated rights. Opella then manually compared assets in their DAM against syndicated media, identified whether any had expired and, if so, took them down. This time-consuming and costly manual effort caused them to more closely examine the root cause of the problem: that digital asset rights were managed by agencies and not visible in-house. If Opella wanted to reuse an asset, they had to go back to the agency and ask for the associated rights, which took time and left room for errors. To protect the brand, they determined that they needed to develop a DRM strategy that would give them complete visibility and control.
“It took a long time to generate a spreadsheet mapping out every single asset that was produced and syndicated, then manually compare them. It cost us time, it cost us money. This highlighted the immediate need for a rights management tool in our DAM.”
Solution: A two-phased initiative to take control of DRM
Phase 1: Bring rights management in-house
Opella’s first step was to bring all rights agreements in-house, centralizing them in their DAM. Their immediate goals for this phase were to:
- Ensure consistent and uniform data handling of rights
- Eliminate delays with the ability to quickly retrieve rights
- Reduce potential errors and oversights that opened them up to non-compliance risk
While bringing rights into their DAM was a significant step forward in gaining visibility and control, rights clearance was still largely manual. Resources were required to manage requests for use, download the rights information, and send it back to the requester. The process remained time-consuming, inefficient, and open to error.
Opella wanted a DRM system that would act as a safeguard against potential legal issues while at the same time enhancing operational efficiency. Ideally, it would have real-time tracking and alert functionality to ensure compliance and eliminate the need for manual checks.
Phase 2: Integrate advanced DRM with their DAM
The second phase was to identify and onboard a technology solution for DRM. Opella selected FADEL Brand Vision to connect to their Acquia DAM.
“Our progress has been profound. Rights clearance has evolved from asking our agencies to provide data from a physical printout sitting in a filing cabinet to bringing rights on more than two years’ worth of assets in-house and storing them in our DAM. With the implementation of Brand Vision, all the talent information and rights agreements are housed in one centralized location. Users can run instant clearance checks resulting in a faster and more agile way of working.”
Opella has now rolled out Brand Vision to its 12 market-leading brands: ACT, Allegra, Aspercreme, Cortizone-10, Dulcolax, Gold Bond, Icy Hot, Nasacort, Selsun blue, Unisom, Xyzal, and Zantac 360°. Brand Vision use is mandatory across all of Opella’s creative agencies, which provides an enforcement element to assure compliance.
Results: Efficient, user-friendly processes empower all users to protect the Opella brand
- Rapid adoption. The intuitive design of Brand Vision – Rights Cloud requires very little learning curve. This has accelerated adoption, allowing Opella to quickly roll out their program to enforce compliant processes.
- Real-time visibility. Dashboards give the brand and agencies at-a-glance insights into which assets are available for use along with any restrictions that may apply, e.g. expirations, geographies, and channels.
- Faster searching. Bulk tagging allows for multiple assets to be attached to one agreement, and added fields in the DAM make it faster and easier to search for assets via enriched metadata.
“We take an agreement and then just associate it with all the assets it applies to. The metadata search capability and ability to bag and tag assets within FADEL have made finding assets exponentially easier and faster.”
- Better collaboration. With a single, centralized location for brand information and assets, teams are able to collaborate more efficiently and instantly clear asset rights.
- Faster time to market. Campaigns can proceed from planning to distribution with greater agility because of brand and agency self-service capabilities. Rights checks have been reduced from days to the click of a button.
“Previously, creatives had to download a zip file and go through multi-page agreements to find rights. Now all the granular rights information is available at a glance in Brand Vision. What used to take days and hours to go through documents and check rights has been reduced to a few seconds.”
- Reuse. Source and final files are all stored in Brand Vision, and everything needed to ascertain whether an ad can be used in another market is available at a glance, reducing research from hours to minutes.
“It’s a win/win for the brand and agencies. Rights information is visible across the board and all the data is in one place for brands and agencies to collaborate. Plus, we can rest assured that our campaigns are compliant, protecting the Opella brand.”
- Faster time to market. Campaigns can proceed from planning to distribution with greater agility because of brand and agency self-service capabilities.
- Consistent rights management. Brand Vision provides a standardized format for recording rights, ensuring that rights are captured in their entirety at ingestion.
- On-demand reporting. Opella can run instant audits, giving them confidence in their compliance across markets and channels. Analytics into asset performance support faster and more informed decision-making.
“Brand Vision provides proactive reports that identify assets that are out in syndication. If there are violations or upcoming expiration dates, we can request renewals or take them down, plus we can shut them off in our DAM so they are no longer available for syndication because the assets disappear downstream.”
- Talent directory. All talent, agreements, and rights are stored in Brand Vision, giving Opella a library of talent that can be used as a central database by Opella as well as all of its agencies.
“It’s a one-stop shop, whereas previously talent agreements were littered all over emails and between agencies. It was always an expedition to hunt for that. Now we have a library of talent, and even if the agency leaves the market, we retain all our talent information within our own space. It saves us hours and even days of time.”
Industry:
Consumer Healthcare
Business Objective:
Digital Rights Management; Brand Consistency & Compliance; Greater Agility in Production
Business Value Provided:
- Reduced time for rights checks by 99%; from days to seconds
- Provided full transparency between brands and agencies
- Standardized processes for capturing and associating rights with assets
“Rights clearance has evolved from asking our agencies to provide data from a physical printout sitting in a filing cabinet to bringing rights in-house with FADEL and having access directly in our DAM.”
Enabling Innovation across Major Brands
