At the end of 2016, PSA and Keepeek launched simultaneously five media libraries for five PSA departments, after six months of a close partnership. As we move towards the third anniversary of this launch, we take a look back at this adventure and at how the PSA DAM has evolved since then!
How to manage 500 000 assets for three different brands on the five continents?
PSA, as an International Group owning several brands, had many different DAM solutions among its various brands, departments and entities. All those solutions generated maintenance costs and limited communication internally.
This is why the PSA Customer Digital Factory decided to lead an ambitious project to merge all media libraries onto one platform to rationalize the costs, ensure cross communication and standardize processes.
Active in more than 150 countries with 211 000 employees worldwide, the PSA Group owns many subsidies. They can be specific to a PSA brand or work for several brands at once. The 'One DAM project' had therefore two dimensions: international and multibrand.
The Digital Factory had several requirements for the project implementation:
- pooling, but with a real flexibility to manage specificities for each brand and allow sealing between the media libraries
- an ambitious schedule: six months to set up the platform, recover data and assets from various solutions and launch worldwide
- an agile methodology centered on communication and responsiveness, a real desire to work with a partner, far from the client/provider relationship.
- a dialogue made simple to communicate with other tools: through the api, take advantage of the digital resources to disseminate assets without duplicating them.
Five departments engaged in the digital transformation
Five media libraries from five departments had initially been identified to migrate onto Keepeek:
Three brand media libraries: Peugeot, Citroën and DS
The Peugeot, Citroën and DS media libraries centralize digital assets from the marketing, brand and communication departments, independently from one another. Dedicated to headquarters, subsidiaries in the various countries (each brand is active on all five continents) and their agencies, the media libraries offer all advertising and press content, a brand center, digital communication assets and many other resources.
The PSA Group media library
The PSA Group media library, freely available, offers video and image content about the Group activity and brand image content. Managed by internal and external communication departments, it provides journalists and the general public access to the video and photo features about the Group and their News.
Papirfly announces the acquisition of Keepeek, the French DAM leader. The DAM market is expected to grow by 10%, reaching €1.3 billion by 2026.
