IGPDecaux is the leading company in Italy in external communication by market share, range articulation and ability to enhance public environments and services.
In this context, photography is essential to narrate the offer, consisting of numerous advertising formats inside and outside buses and trams, communication solutions in the subway and airports, canopies and digital systems (monitors and LED walls).
The priority of reorganizing image management efficiently has not been overshadowed even by the lockdown. The project to bring the digital archive online with the DAM MomaPIX, strongly desired by the management, was started in February 2020 and is taking shape in these weeks.
MomaPIX digital asset management responded, first of all, to IGPDecaux's need to make the image search process efficient.
Before using a centralized online system to store digital content, all photos were saved to folders in the corporate network, accessible only to the Visual Documentation Center of the Innovation and Communication department, which manages all the corporate photographic material.
Every day the requests for images from all the other departments arrive at this department: commercial, technical, administrative, legal, patrimony, press and communication executive. “We had a great need to organize product photos better. - explains Sabrina Rodino, Head of the IGPDecaux Visual Documentation Center - Image searches were not efficient as the only elements that could help find the desired content on the PC were the names of the files and folders. For the rest, it was all entrusted to our historical memory. " MomaPIX DAM made it possible to set up a system based on filters and tags to search for images, which are all stored on a single online platform, always accessible to all authorized users.
The main difficulty of starting a digital asset management project is to map all the available material and catalog it appropriately. It is necessary to start from the question: what information will users be looking for?
It is not possible to predict all the image research scenarios that will occur but, the closer the forecast is to reality, the better the digital asset management will work. This is why the taxonomy definition phase is fundamental for the success of the image management project.
MomaPIX team managed to recover all the information present in the file name, folders and IPTC fields of the images, transforming them into search filters that automatically organized the material based on common elements such as product lines, specific products, formats , customers, brands, cities, product sectors, campaign launch date and file type.
MomaPIX DAM favors leaner workflows for the management of images by IGPDecaux.
The first result achieved is that of being able to have all the photos that were previously scattered on folders available on a single platform, without duplicate content. The software obtains information from files stored locally which, when uploaded online, are well organized and easily searchable from the Visual Documentation Center, thanks to tags and search filters.
In the coming months, other changes in the management of photographic material will be evaluated, to further streamline work flows: