No two companies are alike. That’s why we introduce our customers and talk with them about how they use Canto. Together with its subsidiaries, the Kulmbacher Brewery Corporation (Kulmbacher Brauerei AG) produces a wide variety of specialty beers and non-alcoholic beverages. We spoke with Kerstin Krämer about her job as assistant to the marketing director.
What is your job at Kulmbacher?
As assistant to the marketing director, I coordinate ongoing projects in-house and I’m in charge of outside inquiries that come in through our info mail accounts. I also handle media orders for our brands and I’m responsible for our Canto media library.
Our marketing team is made up of a marketing director, product managers, a press officer, an event team and me.
When did you first come into contact with the topic of DAM? And at what point did you decide to implement Canto?
I was already familiar with digital asset management as a technology in very simplified form from my previous employer. Ultimately, the initiative to introduce a DAM system at Kulmbacher came from our marketing director. Over time, a very large number of media files had built up at the company: pictures, logos, commercials for movie theaters, TV and radio, but also print data, e.g. from advertisements or posters. It was all spread out over various storage locations. If you wanted to find something specific, you had to click through a lot of folders. That’s why, at that point, we decided to look for a DAM system.
What was the main factor for you there – saving time or being better organized?
Initially, saving time was secondary for us. However, since introducing Canto, we’ve noticed that many work processes are now also faster and more efficient. But the main reason was quite simply to centralize our media content. Also, to simplify typical attributions in day-to-day business, for example, to clearly save information about which product image is authorized for use and in the current version.
The goal was for every user to have access to the media data – but only to the most current. For instance, a minor detail on a label might be changed. If a colleague then nonetheless uses an older version without noticing this right away, it’s not only annoying but it may also result in repercussions in terms of food legislation. So, this isn’t just a cosmetic issue.
How did you manage the migration of your new DAM project with Canto?
We used a small project team. Besides the marketing department, IT was also on board and checked in advance what systems would even be eligible in terms of performance, how things would look in terms of data security, etc. In this context, we agreed on three providers. We carefully examined these three eligible systems with web sessions and test accounts among other things. Ultimately, we went with Canto.
We then got together to reflect on: What do we want to include in our new system? Do we really want to toss in all the little things we’ve got stored on our drives, i.e. even one-time materials like a Facebook post? Or perhaps only the image used for this post and that we could re-use. How and according to what criteria would our colleagues use the search function?
The hard and, most of all, more time-consuming part was then to collect all the data that seemed important for us for the first upload. We brought in the rest of our colleagues from marketing to do that. Thereafter, we successively added our stock of media files.