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1、Hae-Yin Loke, Project Leader (North America)Chris Antollino, Manager of Creative Technology (New York)The Web as the Great Horizontalizer atAbout Ogilvy & Mather Worldwide.Worlds seventh largest agency network359 offices in 100 countries and 1998 billings totaling $9.8 billion New York clients inclu
2、de: American Express, Ameritrade, BP Amoco, Dove, Ford, IBM, Kodak, Lotus, Maxwell House, Miller Lite, M, SAP, Sears, and WebMDwork the web?phase one strategy - horizontalizingsolutions for a growing networkweb products.Global Intranet: Red CarpetCarpet color and informational backbone for every off
3、iceNewsfeedsResearch PapersBiographies and databasesCreative campaignsweb products.Global Knowledgebase : Truffles “We pursue knowledge the way a pig pursues truffles.” - David OgilvyCase studies across brands for Direct divisionPersonalized push informationIndustry knowledgeweb products.Local offic
4、e intranets (North America) : O-TrainTake the O-Train to workWorkflow expository Integrated workflow databases - Notes, Digital Forms, Process Searches Local- to-global navigating device for North Americaweb products.Client Extranets: Solution CentersTrademarked for Ogilvy clients Product campaign s
5、pecs, competitive data, skills database, global directoryCampaign storage for all client/agency work worldwidedo you know me?challenges.Horizontalizing the silo sitesVarying workflows across offices and regionsStable, secure, and scaleable development platformCentral knowledge mining and distributio
6、nUser access and affinitiesphase two - osmotic integrationintegrated solution.NETWORK INFOOGILVY TOOLSintegrated solution.show me the process creative department silos.Three divisions of Art & Copy General Agency, OgilvyOne (Direct), and InteractiveTraffic and Print ProductionSchedules the flow of m
7、aterials and deadlines to produce the adsArt BuyingProcures illustration and photography for creatives creative department silos.Comp StudioHelps creatives bring raw ideas/files into finished digital formatsGSI (Graphic Services Incorporated)In-house service bureau that preps files for print/deliver
8、yBroadcast Production (Eyepatch)Arranges and organizes shoots, edits, and broadcast materialswhere do the silos overlap?current process.current production tools.Quark, Illustrator, Photoshop across three divisionsNaming conventions for filesStarting to make changes in work habitsServer organizationF
9、ile/folder/job statusPDF workflowBackend processing current distribution tools.IP (Fetch) & ISDNExtranet ()Direct to b/w publications (AdSend, PDF)Document sharing system (Docushare)Dexample.current archival tools.CD librariesProduced materials, stock imagery, new business pitchesLotus database trac
10、king systemProduced materials, searchable, limited scalability Filemaker Pro Database tracking of analog broadcast tapesgood to the last drop?offering more web-based tools.cumulusdigital libraryPDF workflowfont libraryCumulusweb-based tools.Began implementation in 1999Creation of web-based image man
11、agement systemUsed for production, distribution, and archivingNormalized metadata to reach across different creative groups and offices Digital Libraryweb-based tools.Purchased and set up IBMs Digital Library system to digitize and manage all broadcast assets initiallyUsed for production, distributi
12、on, and archivingWill be accessible via Intranets and ExtranetsFont Libraryweb-based tools.One-stop web-based Filemaker Pro font library for all licensed typefaces- Visual design toolUsed to control correct font-versioning, and distribution Helps solve some cross-platform issues by using PDF PDF Wor
13、kflowweb-based tools.Extranet usage for client search and view of ads (Solution Centers)Improve server-based hot folder solution for automating pre-flighting and PDF creationUltimately, optimize process for color ads and make it web-basedsoup-to-nuts browser solution?challenges.Proprietary file form
14、ats (Quark for example) Cross-platform font issuesCompressed deliverables (weekend turnaround for full page insert Monday)challenges.Work habits, variety of skill levels in agency life Collaborative technologies vs. job jacket mentalityCost and time justification青苹果出品青苹果出品 必属精品必属精品http:/ / 企业管理人力资源全套企业管理人力资源全套 / 品牌策划资料品牌策划资料/行业分析报告分析报告/PPT模板模板等。青苹果出品青苹果出品 必属精品必属精品http:/ / 企业管理人力资源全套企业管理人力资源全套 / 品牌策划资料品牌策划资料/行业分析报告分析报告/PPT模板模板等。
