In a world free of complexity, how would you best put to use the creative minds of your company? Provide them the freedom to craft creative pieces of content, clever text and captivating images. You certainly wouldn’t shackle free minds to painful and mundane tasks – such as searching endlessly for the correct files, waiting for download to finish, switching tools, converting files which can take time, and uploading assets.
Focus can be lost, and much time spent doing nothing. Painful for most workers; unbearable for creative souls.
Beyond the individual level, these stumbling blocks can cause issues within a company, and even build up into chronic problems. After all, a lot of money is on the line if the output of the marketing team becomes bogged down with unnecessary stoppages.
Of course this affects all industries but the level of the problem is not spread equally among all of them. It can become particularly problematic for the retail industry who are deep down the path of customer experience management. And that’s because it requires such a high demand for creative and personal content as well as time-sensitive windows to push messages and promotions.
“We want creatives to have time to do more of what they love,” explained Jason Wynne, the manager of global digital assets of Old Navy, the clothing retail company that makes sure that the right people are working on the right job.
Old Navy’s creative teams create and deliver a whole host of content for a wide range of customers across all seasons. And so streamlining the content delivery and workflows are imperative for one of the leading clothing retailers.
The reason why Old Navy is able to craft and publish at such high frequency is because they utilize a tech stack that facilitates more efficient, time-saving features, and more broadly better digital content.
This tech stack is built with Adobe Experience Cloud, largely made up of Adobe Creative Cloud – the set of apps and services dedicated to providing access to facilitate graphic design, web development, photography, video editing, etc, and Adobe Experience Manager.
Whether it’s used to retouch older images or build on top of existing images, designers and creatives at Old Navy get a lot of use out of Creative Cloud.
“Our creative team loves Adobe Creative Cloud,” added Jason. “Everything can be shared and distributed from one place and we appreciate the efficiencies that come from working in one, collaborative tool.
“By bringing Adobe Asset Link into the picture, they can seamlessly manage the content workflow between Creative Cloud and Adobe Experience Manager Assets from the tools they’re familiar with.”
At Old Navy, hundreds of high-res digital images and text are created each and every month – mounting into at least 200MB per file. All of this can build up into a lot of time preparing files, downloading them and uploading them.
Storing everything in Adobe Experience Manager makes finding files much easier thanks to smart tagging and simplified search functionality.
This ease has cultivated efficiencies and seamlessness between the marketing and creative teams, facilitating the freedom of ideas, creativity, and teamwork.