Panel Debate:

DAM in the Brand Management process

Berlin, 26-27.09.2016

3 © 2015 BrandMaster

Brand Management

5 © 2015 BrandMaster

Multilayer & Multichannel

6 © 2015 BrandMaster

Panel Debate Abstract

Managing the brand in a consistent manner across multiple regions in an

increasingly amount of communication channels is a huge challenge.

What role does DAM play in this process and how can it be used to assure

brand consistency?

Listen to our group of industry leading experts under the guidance of Ola

Norrman from BrandMaster.

Marietta Dräger

Senior Account Director at PR-Agency Frische Fische

Marietta Dräger is Senior Account Director at PR-Agency Frische Fische and has managed brands ever

since. At BBDO she worked for some of the best-known brands worldwide. She holds a M.A. in Literature

and Cultural Studies from Humboldt-University of Berlin. Being fascinated from the fast-paced web- and IT-

ecosphere Marietta now accompanies brands of these industries to speak omnichannel in one voice and

attract the attention of their stakeholders.

Steven B. Cook

Partner at Edenspiekermann AG

Steven Cook has been building lifestyle, ready-to-wear and high-end fashion brands for the last 16 years.

Originally from Los Angeles, he lived and worked in New York before moving to Berlin, where he is a

partner at Edenspiekermann.

As an advocate of purpose-driven brands, Steven has worked for companies like Marc Jacobs, Red Bull,

Coach, and Nordstrom, creating powerful experiences rooted in brand culture. Steven has witnessed the

full spectrum of the fashion and luxury industry’s approach to their clientele, working both client side and

agency side, and helps brands to improve their place in the market.

Gustaf Ekelund

Digital Strategist

Gustaf Ekelund has a background as a digital strategist for some of Sweden’s largest corporations. He has

worked with companies such as Electrolux, SEB, Ikea and now lately with Saab Security and Defence. He

has throughout the years been driving large companies to adopt a digital first strategy and optimising web,

intranet and DAM solutions.

The Model (day II)

Guidelines

Assets

Execution

The Brand Story - Branding Guidelines

DAM to BAM

Campaign Management - Self Service – DAM Plugin