Everything you need to know about ADAM Media Intelligent
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before you read any further ask yourself, are you media intelligent?
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table of contents part 1 introduction g go to page 4-5 1 : who we are and what we do g go to page 6-7 2 : the importance of media intelligent g go to page 8-9 3 : how do we express what we do? g go to page 10-11 4 : a unique business proposition g go to page 12-13 5 : the emergence of global marketing platforms g go to page 14-15 6 : how we help our customers g go to page 16-17 7 : profiles g go to page 18-19 8 : our partner ecosystem g go to page 20-21 9 : what drives our business - customer needs g go to page 22-23 10 : key drivers g go to page 24-25 11 : let the media flow g go to page 26-27 part 2 12 : how to be media intelligent g go to page 30-31 13 : how to use ADAM logo and graphics g go to page 32-33 14 : photography style g go to page 46-51
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do I understand ADAM’s value?
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part 1
introduction welcome to the essential guide to ADAM. we made this book especially for you and hope that it provides guidelines and tips when working for ADAM. the book is divided into 2 easy-to-understand parts. part 1 explains what we want to achieve, what it means to work with the ADAM brand, and how to make it more attractive and recognizable. part 2 shows how it is applied to print and other communication tools.
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1 : who we are and what we do
ADAM is a global provider of media workflow and marketing technology software.
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we offer enterprises the ability to manage, structure and deliver media between people, processes and systems.
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2 : the importance of Media Intelligent as a value for our company While people remain cautious and focus on reasons to buy, the key endorser of any management decision will be that it is a considered, measurable and intelligent one. Clients want to be smarter in their choices, investments and objectives. Nobody can afford to make mistakes. Investment and ongoing improvement decisions need to be defended and quantified to the highest level. To be successful, ADAM needs to offer potential clients valid arguments and confirmations of their choice outside of pure product propositions. The key factor differentiating ADAM is our growing ‘thought leadership’ in Media Workflow and Marketing Technology, confirmed by analysts such as Forrester. To catalyze this advantage into a coherent campaign, ADAM needs now to claim its leading position by creating value through the usage of ‘Media Intelligent’. This is a twofold process.
1 : It’s personal
ADAM provides the marketing tools and convincing arguments that enable the decision makers to make a considered and intelligent choice.
2 : It’s solution-driven
In providing solutions that make a difference to the speed and delivery of media, ADAM’s ‘intelligence’ provides an economic basis (through internal and analysts reports/findings) for cost savings and efficiency.
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the understanding of
Media Intelligent is essential for our success
what drives us is a passion to organize media intelligently making it easier and more accessible to everyone.
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3 : how do we express what we do? The ADAM brand personality is based on three key values that are within our company culture. These words are not your pay off, or tagline, but used internally.
/intelligent This describes the way we develop our core software and how we create competitive advantage by matching solutions to market needs.
/intuitive This describes our approach to everything we do. It’s about being one step ahead of the market, ahead of our clients’ needs.
/organized This describes how we are, and how we always provide solutions which ‘practice what we preach’ as a company. These words describe the way we work, how we present ourselves, and a ‘filter’ for everything we do.
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i’m sure is thisthis RFPRFP could be more intuitive intuitive...
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4 : a unique business proposition At ADAM we have developed unique business propositions for an emerging complexity. As a brand’s media information grows in complexity in terms of product variation, product information and channel exploitation, the internal workflow processes need to become aligned and streamlined so as to increase workflow speed and delivery of media to customers. Brands will need to combine their efforts into a single workflow process. We track where our clients are focusing on managing media complexity issues, and we are setting out a road map to deliver a long-term strategic workflow solution.
THE CHANGING COMPLEXITY BETWEEN BRAND, PRODUCTS AND CHANNELS
HOW WE CREATE, MANAGE, AND DELIVER OUR CORE PROPOSITIONS THE BUSINESS PROPOSITION TEAM: builds business propositions as a foundation for the execution team and a driver for innovation. THE EXECUTION TEAM: after being accepted by the MT, they develop the BP quickly and with scalability in mind to maximize turnover and profit. THE OPERATIONS TEAM: builds and manages infrastructure, allowing the execution team to maximize speed of execution and keep control of operations.
WE PROVIDE WORKFLOW, EFFICIENCY, SCALABILITY AND ORGANIZATION TO MANAGE THE COMPLEXITY AND DELIVERY OF MEDIA
BRAND
MANAGEMENT
INC
ROD GP WIN EVE R
Y
XIT
PLE
COM
ADAM BUSINESS PROPOSITION
ET
ARK
UCT
GM
SIN
COM PLE
REA
XIT
Y
THE COMPLEXITY TRIANGLE
GRO
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MORE PRODUCTS, MORE
SKU’S
PROCESS COMPLEXITY
MORE MEDIA
CHANNELS
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5 : the emergence of global marketing platforms Marketing technologies will converge and integrate in the coming years. At ADAM we call this the Olympic Game as each sector is defined by its terminology and software solutions. The pictogram shows the totality of the media technologies market and the current standards/platforms within these areas. Each ring defines a current individual business need that many software creators and suppliers have defined as their territory and focus. Our main strategic objective is to keep ahead of the developments by being adaptable enough to take advantage of the opportunities that arise and to supply intelligent solutions to areas that are emerging as a business need. We believe that in the near future these sectors will merge and dissolve as workflow systems and processes integrate in order to be more efficient.
PDM
PRODUCT PIMS MDM
MEDIA
DIGITAL ASSET MANAGEMENT
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MARKETING RESOURCE MANAGEMENT
WEB 2 PRINT
WEB CONTENT MANAGEMENT
PUBLISH
CAMPAIGN
PACKAGING
FLAT PLANNING CATALOG CREATION BPMS
WORKFLOW
THE ADAM OLYMPIC GAME
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6 : how we help our customers who we work for
Our solutions have been integrated into the workflows of many mid to top level enterprises including Omnicom, Anheuser-Busch, Warner Bros, InBev, Britvic, Microsoft, LEGO, McCann Erickson, Sanoma Magazines, Volkers, Eidos, Elopak, Ikea, Adidas and more.
our customer insight
We understand our clients’ increasing need to manage workflow, share media globally, enable better collaboration, automate mundane tasks and control quality.
how we provide satisfaction
Our expert knowledge and thought leadership in the business of media workflow enables us to develop and distribute media intelligent solutions. We are passionate in providing intuitive and easy-to-use software to help organize media and distribute assets as quickly as possible.
what makes us better
Our knowledge of the way the marketing technology works, its people, the workflow and the common goal to publish and distribute quality content.
* Client names for internal use only. not to be communicated externally
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7 : profiles: who is our potential client and how do we help them? the brand owner
Delivering consistent, high-quality brand materials is at the core of ADAM’s intelligent media management. And in a global marketplace, ADAM makes working with localized materials easy and efficient.
the publisher
Gain complete control of your publishing workflow. From digital asset management through production to the most detailed process management available - ADAM provides intelligent tools and solutions for today’s multi-channel publishing industry.
the cxo
With ADAM you can stay focused on enterprise excellence and big-picture planning - providing intelligent opportunities for growth, innovation and consistent communication without compromising quality.
the marketing manager
ADAM integrates easily into any marketing department, improving creative sales processes with intuitive tools that keep you focused on selling your brand, not learning new platforms.
the product manager
The ADAM platform provides the tools you need to manage your products consistently and intelligently, ensuring product information coherence within your entire enterprise.
the partner
ADAM relies on its global network of expert Partners to build successful customer stories. You’ll see this reflected in the strong benefits and support we offer, whatever your domain of expertise.
the developer
Our partners are constantly expanding ADAM’s horizons into new areas of functionality. ADAM provides a well-documented API and intelligent software based on an industry-standard platform to make your job easier and more fun.
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8 : our partner eco-system
six new partners join ADAM on a yearly basis
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how we help our partners to do what they know best
Working with our partners enables us to implement our software globally while providing workflow solutions to all types of enterprises. We partner with highly specialized engineers and pre-sales consultants who in turn help to bring marketing technologies to customers. We support our partners with the implementation of our software. It’s a diverse network of specialized consultants, integrators and hosting companies. From all over Europe, Spain to Denmark, France to Poland, UK to Italy, and in the US our partners bring to every project a specialized knowledge of the customers needs, providing scalable resources and personal contact to each and every one of our customers. Our partners continuously exchange know-how to strengthen our knowledge base and network. Building a complete partner ecosystem guarantees project requirements can be implemented on ADAM.
There are 5 types of partners: Integrators Consultants SaaS partners Certified trainers Business partners
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9 : what drives our business, customer needs - a guide to what they are thinking
if you asked a customer what the main drivers are in looking for a solution the answer will be : improving workflow creating clarity in the business process stronger control of media complexity managing budget distribution providing scalability creating efficiency in workflow greater interaction between people higher ease of use in applications enabling measurability of efforts
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10 : key drivers: how does ADAM provide a solution to these issues? workflow
Fuse digital asset management with advanced production tools and business processes to get your media flowing smoother (more intelligently) than ever before.
clarity
Does searching through your media files feel like wandering in a dark forest without a GPS? Let the ADAM platform bring clarity to your entire workflow.
control
With MarCom processes rapidly growing in complexity, the ADAM platform delivers the control you need without weighing you down in overly-complicated technology.
budget
Keep projects on-budget with ADAM and monitor your creative workflow within an enterprise-level Business Process Management Engine (BPME).
scalability
Break free of one-size-fits-all: when new technologies and opportunities arrive, the ADAM platform responds by growing with your enterprise (without breaking the bank.)
efficiency
With deadlines to be met, budgets to be adhered to, and ever-higher quality standards required, only ADAM delivers the efficiency your media require.
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interaction
Good communication between people, processes and systems is at the heart of modern MarCom. ADAM keeps the interaction fluid between every part of your workflow.
ease of use
From keywording to media intelligent process management, ADAM provides unprecedented ease-of-use throughout every area of your work.
measurability
Gain precise understanding of every part of your media supply chain with ADAM’s exceptional logging, tracking, and monitoring tools.
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11 : let the Media Flow: it’s what makes us flow faster
Let the Media Flow means ...
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Our whole reason for doing what we do is to create the most intelligent media workflow and marketing technology software, thus enabling data and media to flow easily between people, processes and systems. Let the Media Flow is our celebration of this - its our mantra, because if we didn’t have this at the core of what we do, we wouldn’t be able to provide a Media Intelligent solution.
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part 2
now we know about the brand, let’s see how we apply it to our communications
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great!
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12 : how to be media intelligent, how to write “Media Intelligent” copy
Media Intelligent look - it’s so important we put it under the logo....
example 1: “ADAM’s media intelligent platform is scalable for fast-changing markets, guaranteeing reduced cycle times now and into the future.” example 2: “Bring clarity to complex workflows with ADAM’s unique Business Process Management System (BPMS) that intelligently fits the way you work.” example 3: “Improve interaction in complex media supply chains through ADAM’s intuitive communication tools.” example 4: “Consistent branding is critical to successful marketing. ADAM brings control and measurability to every aspect of the modern media supply chain.”
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the Goal
Sell ADAM Solutions so we become integrated in the way our customers work. So keep a customer in mind as you write: Publisher, CxO, Marketing Manager, Product Manager, Developer, Designer, and Partner. Add to this Journalists and other Media people.
what is Media Intelligent?
It means communicating that ADAM is taking the path to thought leadership. The ADAM brand must show ADAM as one step ahead of your clients’ needs and a changing market. Its about improving the way people work, not products.
how ADAM Helps Customers Work
We’re trying to tell customers that Media Intelligent will improve their business or organization’s media supply chain. We improve this in three key ways: Variance (consistency), Cycle time and Cost. There are other ways, but these are a good starting point for writing copy.
help?
Like anything new, this will be tough to begin with, but it’s critical to the ADAM brand. If you want help, get in touch with the ADAM Marketing Team - we’ll be happy to help.
WHAT TO WRITE a Simple Framework
When writing copy, try to include the term Media Intelligent and some of the nine ADAM keywords: clarity, workflow, efficiency, budget, measurability, scalability, ease-of-use, interaction, and control. Use this as a flexible framework to talk/write to customers.
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13 : how to use ADAM logo and graphics
13.1 : logo and pay off
The logo is used as much as possible in the 2 main colors PMS 368 and PMS 315 in full color on a white background. Only the colors in the color palette can be used for the logo. When the logo is used on photographic backgrounds, or patterned backgrounds, the logo color should be either black or white depending on the contrast.
incorrect use switch colors percentage of black
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Color version
100% Black version when used in black or white the logo is used in full 100% of either black or white. There are no percentages used in the logo.
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13.2 : positioning line
The positioning line is: Media Intelligent This positioning line describes the type of company that ADAM is. It is always used in combination with the ADAM logo. The font for the tagline is Univers Condensed Light. The color of the tagline is Black, unless used on a dark background then the color is white. The tagline is never used in the colors of the palette. The positioning line should be used with the logo at all times on print and marketing materials. Exceptions to the rule are when the logo is used repeatedly, for example on multiple pages of a document.
incorrect use
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The positioning line is between the A and the M
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13.3 : logo position/safety area
The logo position on a page or document is dependent on the page/document size. The distance between the logo and any other marketing element (with exception to the positioning line) is 1 and a 1/2 times the logo height. This safety area is to ensure good readability of the logo.
incorrect use
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Distance is 1.5 Height Logo
Logo height
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13.4 : font
The main font is Univers Condensed Light. The Univers Condensed family is the housestyle font. No other part of the Univers family can be used. The base color for font use is Black. In large text areas, the use of grey 60% is also permissible. Titles can be in any of the housestyle colors. The windows system font alternative is Arial Narrow, or Arial.
incorrect use Any non-Condensed version of the Univers or Zurich family
UNIVERS Light
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()
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UNIVERS LIGHT CONDENSED
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*() UNIVERS LIGHT ITALIC CONDENSED
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*() UNIVERS BOLD CONDENSED
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()
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13.5 : color
There are two color sets. The blue and the green are the main colors of the housestyle. White is a very important main color as it is used in the background, but is an essential element in the housestyle. There is no restriction of use on the rest of the colors. They have been chosen for their harmony. Use them for font titles, color areas, and to bring special attention to information.
incorrect use
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Primary Color Palette
Pantone 368 C CMYK 57,0,100,0 RGB 123,193,67 HEX # 7bc143
Pantone 313 C CMYK 100,0,8,13 RGB 0,154,200 HEX # 009ac8
White CMYK RGB HEX
Pantone 1255 C CMYK 31,44,100,8 RGB 172,132,34 HEX #ac8422
Pantone 384 C CMYK 18,0,100,31 RGB 159,166,23 HEX #9fa617
0,0,0,0 255,255,255 #ffffff
Black CMYK 75,68,67,90 RGB 0,0,0 HEX #000000
Secondary Color Palette
Cool grey CMYK 0,0,0,50 RGB 147,149,152 HEX #939598
Pantone 484 C CMYK 0, 95, 100, 29 RGB 179, 35, 23 HEX #b32317
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13.6 : tagline
The tagline is an independent element that can be used in any communication material. Independent means that is does not have to be on every piece of marketing communications material. Let the Media Flow uses the M and F in the tagline as capitals. The font is Univers Condensed Light. The color use can be any color in the color range. For extra impact, the tagline can use one of the patterns to help describe its meaning. The pattern choice is open, and depends on what and where it is being communicated.
incorrect use do not use in different colors
Let the Media Flow
do not use together with the positioning line
Let the Media Flow
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let the Media Flow
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13.7 : the key visual flow patterns
The flow patterns are the key visual of the ADAM identity. They support the tagline Let the Media Flow. There are a number of flow patterns which can be used. They are not related to any product or business line so each pattern can be used indiscriminately in any part of the communication. There is only one restriction. When using a single flow pattern, there should be no other pattern used. The flow patterns are used in full color. When printing in black and white the flow patterns are used in 100% black or 100% white. The thickness of the line is critical. Be careful with the thickness in any design.
incorrect use mixed other colors
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14 : photography Strong Blue/Green ambience in the background/ location There are 16 images for the photography. Each image is placed on the Download Server for your use in presentations, print and internet usage. The images were photographed specifically to describe the keywords, but feel free to use them for other purposes. All images are rights and royalty free.
image name: group.tiff
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image name: control01.tiff
image name: measurability01.tiff
image name: reading01.tiff
image name: interaction01.tiff
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image name: overthinking.tiff
image name: reading02.tiff
image name: reading03.tiff
image name: dirk.tiff
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image name: workflow01.tiff
image name: efficiency.tiff
image name: budget01.tiff
image name: workflow02.tiff
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image name: workflow03.tiff
image name: pieter.tiff
image name: workflow04.tiff
image name: scalability01.tiff
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about ADAM Software ADAM is a global provider of media workflow and marketing technology software. We offer enterprises the ability to manage, structure and deliver media between people, processes and systems. Working with our partners enables us to implement our software globally while providing workflow solutions to all types of enterprises. What drives us is a passion to organize media intelligently making it easier and more accessible to everyone.
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contact details ADAM Software Kortrijksesteenweg 1108a BE-9051 Gent Belgium Our representatives speak English, French, German, Italian, Spanish & Dutch and are available to assist with all your queries http://www.adamsoftware.net Phone: + 32 9 381 63 36 Fax: + 32 9 381 63 46