British American Tobacco - DAM

Rapid Turnaround

Revitalising DAM Strategy

British American Tobacco (BAT) faced significant hurdles in implementing a Digital Asset Management (DAM) solution. Initially acquired to centralise assets and establish governance processes, the solution's rollout was hampered by a lack of functional understanding and operational planning. With the project delayed by six months, and no project management or onboarding processes in place, BAT needed a swift intervention.

BAT's DAM initiative aimed to centralise digital assets and streamline governance. However, misaligned teams and insufficient expertise delayed progress. And the lack of an onboarding program and support system further complicated matters. The solution would begin with a specialist team to leverage agile development into an optimised delivery in under 3 months. The key was to facilitate a timely launch while also ensured long-term sustainability through well-established processes and support models.

This is How

Key Objectives

Establish a specialist team for program ownership.
Launch DAM solution within 3 months.
Migrate data and sunset legacy systems.
Ensure robust support and processes for go-live.
Develop a Target Operating Model (TOM) for BAU.

Actions Taken

Formed a multidisciplinary team.
Implemented Agile development with the supplier.
Prioritised development backlog for launch needs.
Set up continuous development and version control.
Documented workflows and approval processes.
Ran onboarding and training for marketers and agencies.

Key Outcomes

Launched DAM product within the 3-month target.
Designed 24/7/365 “Always on” support model.
Enforced supplier delivery penalties for optimisation.
Redesigned core features and completed deployment.
Implemented updated workflow processes.
Onboarded all global agencies in 12 weeks.
Completed data migration and avoided license renewal, saving circa £350,000+ in fees.