Since 2004, every agency that I’ve worked for/with was in the midst of developing their own bespoke client asset management library. They’ve had various bells and whistles and each worked in different ways, but all with the same basic purpose: to efficiently share out brand assets (logos, etc), guidelines, etc. And there have been loads of software development firms who offered this type of package to big brands, as well (SmartPath being just one example), but with big annual subscription and/or customisation charges to match. Loads of marketing agencies and marketing departments spent major money on building their own asset management systems or on customisations for off the shelf solutions. And many of the systems weren’t the most intuitive.
Now, we’re excited to see a new UK start-up on the job. Brand Regard is a seemingly simple cloud-based solution. But it, and other cloud-based brand asset libraries like it, will make it much easier for smaller brands to keep their multiple agencies, partners and employees ‘in the know’ and using the latest marks, copy, photos, etc. As we’ve seen lots of brands move toward a roster approach and away from single integrated firms, this could be the ‘basecamp solution’ for asset management for marketing departments within SMEs.
Could this be another win for London’s Silicon Roundabout? If, your firm is looking to appoint a roster of small or medium-sized independent marketing agencies, we’d love to help. Get in touch at +44 208 247 1851.
