Correspondence: Russ Stanton, BBDO, 1285 Ave. of the America, New York, NY 10019. E-mail: Russ.Stanton@bbdo.com

¹Before moving into Information Technology (IT) in 1988, he developed a professional resume that encompassed television and radio production, producing/directing commercials and news magazine features for television. For his creative efforts, he was the recipient of 13 Addy Awards as Creative Director at WHNT-TV and a Gabriel Award at KYW-TV, Philadelphia as a producer for Evening Magazine.Most recently, he received a 2006 Aurora Gold Award and four 2007 Telly Awards, both for productions at BBDO. He is a regularly published writer and speaker at various video and DAMS conferences. For BBDO, he was one of the key architects in the creation of The Creative Library, a custom Digital Asset Management System that is considered "Best-of-Breed" in this space, and several articles have been published in periodicals such as Shoot, Millimeter, Videography, AdWeekandFilm & Video. He recently transitioned from IT back to TV Production as Operations Director for The Kitchen, a postproduction studio and division of BBDO.

Abstract

For those of us in the Marketing and Advertising space, we have the distinct pleasure of working with a unique colleague known as the "Creative". BBDO is known as a creative agency and the creative group is responsible for the concepts and ideas that will make or break the company. The client has the ultimate say as to whether a concept will be used or not, but if an ad agency is worth its salt, it will make a strong case so that the client sees that these concepts will work to tell the message they want to get over to the customer. And, I have to say, not self-servingly, that we at BBDO do a remarkable job at that. Considering that influence, what kind of say do the Creatives really have in paving the way for adoption of digital asset management systems that will improve the way the work gets done, and can DAM truly benefit the Creative?