DAM Guru Program Transfer of Ownership – Open Letter To Members

Dear DAM Guru Member,

I am writing to inform you that on 1st April 2020, ownership of DAM Guru Program (DGP) was  transferred from Picturepark to Daydream.  All the current arrangements, including guru matching services, job and event posting will remain exactly as they were before and there will be no material changes as a result of the transfer.

The current management of DAM Guru will also remain in-place with no changes.  If you have any questions, please feel free to contact me and I will make best endeavour to answer them.

I would like to take this opportunity to thank Picturepark for their valued support and having the vision to first establish it in 2013.

Ralph Windsor

Director, DAM Guru Program

IEN 2020 DAM Practitioner’s Summit – Guru Feedback

Insight Exchange Network (IEN) staged its third annual DAM Practitioner’s Summit in New York last month.  As in 2018 and 2019, we have assembled some feedback from DAM Gurus who attended.

We posed a series of questions to a selection of attendees, the responses for which are presented below.  The list of those who gave us feedback are as follows:

1. What were the most useful insights you gained from the IEN conference?

Frank De Carlo
Without question the role of Digital Asset Managers are being taken more seriously as compared to five years ago. The field has and continues to grow at an accelerated rate. Just take a look at the current job opportunities and new titles emerging such as Global DAM Manager and VP of DAM – it’s paving the way for a more refined definition of standards and practices. It’s no longer shades of upstairs/downstairs, it is upstairs and downstairs where DAM managers are being offered a different seat at the table. We have the downstairs, where 50 or 60 people are responsible for keeping the DAM running; and the upstairs, where the DAM managers role is much more involved in how the assets are centralized and going to work throughout an entire enterprise. Exciting things ahead and I am eager to see what transpires over the next five years as compared to the last!

Jennifer Tyner
How to keep users adopted beyond the initial launch
Role of DAM professionals and how we can evolve
Governance and rights management

Ian Matzen
Digital Asset Management (DAM) is performed at a wide range of businesses and institutions. While managing digital assets is often done differently at each of these locations and sometimes within the same organization, there are best practices, standards, and challenges common to all of our work.
Though I embrace technology, I am well aware of the “technology trap” whereby users see tech as a solution for everything. As many speakers attested to, DAM-related problems require people skills sometimes more often than technology skills. Acting as a “translator” or “mediator,” roles that were often repeated during the summit, positions us as conduits to avant-garde technology.

Vendors aren’t the bad guys. Disorganized information is! We must learn to trust and collaborate with vendors and third-party integrators to meet our DAM goals. Otherwise, we’re putting up unnecessary roadblocks. Let’s get in on that blockchain action (Demetrios Vasiadis, Manager of Digital Asset Technologies CONDE NAST). Leveraging this technology to capture a digital asset’s provenance should come standard with every DAM system.

Christine Conley-Smith
I found it very useful that a number of the sessions were delivered via panel discussions. It was interesting to hear from multiple panelists who are subject matter experts with a broad range of perspectives across various industries. Seems no matter the differences in business we represent, we all find common ground and share similar pain points in the DAM space. Challenges aside, I took away a lot of interesting information and many things to consider relating to AI, rights management, user adoption, system integrations, ranking or scoring assets, and approaches to archiving assets.

Margie Foster
This year I was interested in measurement, which can be a real challenge. I especially appreciated the Increasing User Adoption to Maximize Your DAM’s ROI panel as Anne Graham, Leah Carlson, Jessica Berlin, Henrik de Gyor and Frank de Carlo shared their first hand experiences with user adoption and the bottom line.

Jennifer Pflaumer
It was fascinating to hear how organizations are using metrics to gauge user adoption. There were a couple of sessions that discussed metrics and the different methods that are used either on their own or together with a number of measurements to provide a full picture of how DAM is valued within the organization. It reinforced the point for me that to measure and increase DAM adoption you need to understand what your organization values and align the DAM with those core business objectives.

2. What DAM-related subjects are currently the most interesting for you and was that reflected at IEN?

Jennifer Tyner
DAM topics I prefer to see discussed include the ongoing management of a DAM system and processes. The sessions at IEN were right on target for me because they covered the topics that we (as DAM professionals) are experiencing, such as the continuous practice of user training and adoption, how to build strong relationships with stakeholders and the vendor, communicating with IT better, and the importance of a governance program.

These are not topics to be addressed only during implementation; these processes are ongoing with no end date. DAM is not a well-oiled machine because DAM can’t be implemented then “left alone” without the ongoing management of the processes and workflows directly affected by it. What you need at the start of implementation may not be what you still need a year later, or even five years later. Processes, people, and technologies change, including the platforms we use to communicate with our customers; DAM can’t remain static and must be maintained to stay relevant and keep up to date with all these changes.

Ian Matzen
I am fascinated by Artificial Intelligence (AI), especially natural language processing (NLP). Though Rebecca Schneider’s case study on empathic tagging focused on its theoretical use, few speakers focused on its practical application. I overheard several attendees discussing how this technology is still incipient and seemingly useless. Including presentations that focus on real-world, or practical, implementations of AI would interest me and, I think, other attendees.

Jennifer Pflaumer
I’m always curious about DAM system evaluation, implementation and rollout. Approaches to this vary widely, so I enjoy hearing how organizations are doing this. There were hints of discussion about this in a couple of the panels, but I think there would have been value in discussing these in a more concentrated way.

3. Do you think DAM and particularly the role of Digital Asset Managers is being taken more seriously by senior management now compared with five years ago?

Jennifer Tyner
Senior management is starting to recognize that DAM overlaps with many departments across the organization. Even five years ago, leadership may have seen the need to have at least one fulltime staff for DAM without realizing that it takes more than one individual to manage cross-collaboration across multiple teams. I think that present-day DAM management is already an improvement from five years ago because senior management has now recognized that successful DAM systems (integrations, trainings, adoption, governance, etc.) must come from top-down and not bottom-up (in other words, not from a single individual).

Ian Matzen
Unfortunately, with few exceptions, digital asset management has yet to garner the support it deserves from senior management. Much of the onus to change this misconception seems to be on the shoulders of practitioners (with some consultants banging on the proverbial drum) . Unfortunately, several speakers spoke of “failures” prompting investment in DAM. For example, Digital Rights Management seem to be an afterthought for companies until a copyright lawsuit is brought forward. Thus, the perception of our value may be tied to convincing managers to be proactive to anticipated risk rather than reactive to realized trouble.

Christine Conley-Smith
Know your audience – meaning the role of Digital Asset Management (DAM) can depend largely on the industry, the company, strategic goals and the context in which DAM can help senior leaders achieve those goals. For instance, trying to talk about the benefits or value of using DAM technology to centrally store a company’s digital assets may feel like a futile effort. However, drive the discussion to focus helping senior leaders achieve the vision of data-driven marketing decisions using insights extracted from the DAM – now you have their attention. I think it’s our job as DAM practitioners to reinvent or transform the way we communicate about DAM in a way that’s meaningful or impactful to our stakeholders – DAM users and senior leaders.

Jennifer Pflaumer
I think it depends! I definitely have seen an uptick in organizations valuing DAM and Digital Asset Managers, but I have also seen organizations who still do not prioritize having a dedicated Digital Asset Manager once they have rolled out a system. Overall I do see things moving in a positive direction, but there are cases where more work needs to be done to show the value that a full-time, dedicated Digital Asset Manager can provide.

4. In what ways do you see the DAM market evolving over the next decade?

Jennifer Tyner
Improved AI and automation (eg: metadata tagging and image recognition).
Improved file transfer methods.

Ian Matzen
I am a bit of a pessimist when it comes to the DAM market outlook: and I’ve only been doing it for six years! I foresee little significant DAM evolution in the next decade. For things to change, they need to get worse before they get better. Until senior management place DAM on equal footing as technology, finance, operations, etc., it/we will be treading water. In other words, we will continue suffering from a lack resources until the DAM ball is dropped and decision-makers notice. Maybe it IS time to finally take that vacation, especially if you are a solo DAM librarian!

Christine Conley-Smith
Keep your eye on the bigger picture.
DAM supports the digital supply chain and is part of a larger digital ecosystem.
It’s important DAM technology evolve to support the end-to-end life cycle of content.
Robust ability to enable analytics, incorporate workflows, track campaigns, publish content, and integrate with creative authoring tools – are key to name a few. It’s an exciting time to be working in DAM.

5. What was your overall experience of IEN and would you go again?

Frank De Carlo
Each year I find the IEN DAM summit both thought-provoking and useful. I can think of several occasions when I’ve changed the approach or direction of specific projects as a direct result of insight or thinking from some of the sessions, speakers and audience. As well, I feel IEN continues to do three things really well. First, it is smart about flagging up the big issues leaders need to be conscious of today and on the horizon. Second, IEN has an excellent eye for strong speakers, and consistently hits the right balance between established thought leaders who have been there, done it and filtered out what really matters, and the bright young stars who are shaping the future. Third, IEN has mastered creating an easy atmosphere where conversation flows – I consistently have surprising conversations with interesting industry leaders. Speaking at IEN is always a pleasure – the people and program are consistently spot on. I am very much looking forward to next year!

Jennifer Tyner
IEN exceeded my expectations and I would absolutely attend again.

Ian Matzen
I would definitely attend another DAM Summit. As practitioners, we often get wrapped up in our own digital ecosystem. It is important to be exposed to our community of practice so that we can improve our work, commiserate, and have fun!

Margie Foster
The IEN DAM Summit is the best sort of conference, where practitioners outnumber vendors and real peer to peer connections can be made. It’s a great opportunity to learn best practices and compare use cases. It is a very engaging environment where no questions are too basic or too esoteric. The experience and problem-solving creativity in the room is very positive. It is especially an oasis for team-of-one DAM managers and a great source for strategic planning.

6. What topics would you like to see discussed in greater depth by the DAM community?

Jennifer Tyner
Change management

Ian Matzen
I’d love for someone to conduct a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis of the DAM industry and present their key findings at every summit. Knowing about new and emerging technologies, for example, and how they may affect our work is key to remain at the top of our game.

Please bring back the salary survey! The collected data and derived conclusions will help all DAM professionals attain the pay they deserve. I have certainly benefited from this survey in the past: my leveraging of it earned me a hefty pay increase.

Jennifer Pflaumer
DAM evaluation, implementation and rollout. Different approaches and methods and how they worked (or didn’t) for the organization.

Henry Stewart DAM New York 2020

Recognised as the world’s largest conference dedicated to Digital Asset Management, Henry Stewart’s DAM New York 2020 – ‘The Art and Practice of Managing Digital Media’ is scheduled to take place again this April.  Now in its 19th year, this event spans two consecutive days with over 80 speakers and 70 sessions across five tracks on day one and eight on day two, encompassing keynotes, interactive panels, workshops, vendor exhibitions and case studies.

The broad range of topics on offer includes Taxonomy and Metadata, Artificial Intelligence, Automation, Creative Operations, Video Workflow, Governance, Rights Management and more.

Event Highlights

  • A full track on Connecting your DAM with the Enterprise
  • A focus on the DAM User Journey – from system selection and implementation through to benchmarking and DAM optimization
  • Hear Case Studies from the world’s most successful brands
  • More sessions than ever before geared towards the Non-Profit/Cultural Heritage sector
  • Attend The DAM Leadership sessions and learn from the best of the business
  • Extended Metadata & Taxonomy Track – back by popular demand
  • Join industry specific DAM Groups to share successes and pain points
  • Participate in the DAM Masterclass Workshops – a great opportunity to network with peers who share similar pain points and engage with a specific topic

The full up-to-date agenda can be viewed here.


The full list of speakers for this year’s conference can be viewed here.  Previous visitors and those familiar with Digital Asset Management might recognise a few DAM Gurus, such as taxonomy expert, Lisa Grimm.  A diverse range of DAM professionals, vendors and representatives from leading industries will also be speaking, including those from AT&T, Mars, Apple, The Philadelphia Orchestra, Amazon, and The Kennedy Space Center.


At the time of writing, the following sponsors are confirmed:

  • Adobe
  • Tenovos
  • Aprimo
  • Episerver
  • Extreme Reach
  • Sitecore
  • 4AllPortal
  • Brandfolder
  • Cloudinary
  • Dalim Software
  • ICP
  • MediaValet
  • Nuxeo
  • OnPrem
  • OpenText
  • Wedia
  • Widen
  • Woodwing

Post-Event Tutorials

DAM NY 2020 also sees the return of event tutorials, although this year they are being held after the main conference instead of before it.  Lasting three hours each, they represent a unique opportunity to learn from industry professionals and continue your professional learning.  This year’s tutorials are as follows:

Thursday April 16th, 9.30 am – 12.30 pm

Thursday April 16th, 2.00 pm – 5.00 pm

Please note that group numbers are kept small, so booking early to avoid disappointment is advised.


Full pricing and booking details can be viewed at the link below, with discounts available for not-for-profit organisations, early-bird (before March 13th) and group bookings.  You can use the DAMGURU100 discount code for an additional $100 reduction.  Standard, non-discounted fees for a two day pass begin at $1399 (more for solution providers).  Tutorials cost extra and are priced at $499 each or two for $799.


Additional Information

Date: April 14th – April 15th 2020

Location: New York Hilton Midtown Hotel, 1335 Avenue of the Americas, New York, US 10019

Discount code: DAMGURU100

DAM Practitioners’ Summit from Insight Exchange Network (IEN), New York, 30-31st January 2020

The third annual DAM Practitioners’ Summit from Insight Exchange Network is due to take place this January In New York.  In the last two years, the high standard of speakers and sessions has gained this two day conference the reputation of being one of the DAM industry’s most respected events.  The agenda for the upcoming conference includes a wide range of speakers, topics and discussion panels, including:

  • DAM adoption strategies to drive increased use
  • Advice on DAM careers and up-skilling your role
  • Identifying a DAM’s key metrics and methods to increase value
  • Candid debate and advice for successful vendor relationships
  • High quality, low-key expert advice via numerous panel discussions
  • Third party integration and its impact on your workflows

The full agenda is available via the following link:


The 2020 summit’s guest speakers, panellists and vendors include:

  • Margie Foster, Dell Technologies
  • Kathryn Gronsbell, Carnegie Hall
  • Kenneth Hurta, Brandfolder
  • Stacey Jurgensen, PBS
  • Ian Matzen, MLIS, Tame Your Assets
  • Suzanne Saylor, Boeing
  • Carol Thomas-Knipes, Logic Source
  • Ralph Windsor, DAM News/DAM Guru Program

The full line-up of speakers is available here:


The 2019 summit garnered widespread positive feedback from its attendees, a summary which was kindly compiled by Carol Thomas-Knipes and is available to read here.  A full review of the 2019 conference by Jeffrey Marino is also available to read over on the DAM News website.

“In summary, this year’s IEN Practitioners’ Summit was an intimate, intelligent conference of experts talking shop, speaking frankly about traditional concepts and taking chances on interesting topics in front of a reasonably sized audience of professionals (and DAM gurus).”  [Read More]

The summit is to be held at the AMA Conference Center in New York and runs from Thursday 30th January to Friday 31st January 2019.  Early bird bookings are open until December 20th, and we have an exclusive discount code available for our readers courtesy of IEN.  Simply enter the following code at checkout to receive your discount: M131DGP.

Full details of the event can be viewed at the link below.


DAM Chicago 2019 – The Art and Practice of Managing Digital Media

DAM Chicago is the Midwest’s largest conference dedicated to Digital Asset Management, and presents real world case studies, interactive panels, workshops, roundtables and tutorials, the latest thinking and new developments in the world of DAM. Brought to us by Henry Stewart and hosted at the InterContinental Chicago Magnificent Mile, the conference takes place on September 24 (with tutorials the day before on the 23rd, and a not-to-be-missed mixer at Rock Bottom Restaurant & Brewery).

We’ll meet up with DAM Guru Program members and bring you a full report on the business-critical topics presented in the sessions. We’ll listen closely for insights and best practices across the entire spectrum of Digital Asset Management, including:

  • DAM and Digital Transformation
  • Metadata, Access, and Rights
  • Enterprise DAM and Lessons Learned
  • Platform Innovations and Technology
  • Interoperability and the Connected Digital Eco-system
  • DAM Selection, Implementation, Adoption and Change Management

DAM Chicago is now in its eighth year and brings together thought leaders in a wide range of enterprise business, ranging from media to e-commerce, retail and the arts, beauty and fashion, food and packaged goods, and silicon and bio-technology. We’re looking forward to hearing updates from well-regarded folks on the DAM services side and stopping by the vendor platform exhibits.

The agenda is a balanced mix of presentations, in-depth case studies, panel discussions and breakout / networking sessions. Let’s meet up! (looking forward to that cocktail hour). Please visit the DAM Chicago 2019 event page for more information and to register to attend. DGP members get $100 off the price of the conference by using discount code DAMGURU100.

This article was submitted by Jeffrey Marino, a Digital Asset and Project Manager at WordCityStudio, Inc . He has worked in broadcast news, documentary, advertising technology and DAM. He recently received his MS in Media Management at The New School and is an active member of DAM Guru.

The State of DAM User Adoption Today Webinar – 17th October 2019

DAM Guru, New Jersey DAM Meetup, London DAM Meetup and Insight Exchange Network (IEN) are holding a joint webinar: The State of DAM User Adoption Today. The event takes place on Thursday 17th October 2019 at 8.30am PT, 11.30am ET, 4.30pm UK and 5.30pm Europe.

Topics such as the following will be discussed:

  • Who are your users?
  • Why is UI/UX so important to user adoption?
  • What techniques have been successful in the adoption of DAM?
  • What challenges have the panel faced or are aware of?

The session will run for 45 minutes and there will be an opportunity to ask questions at the end.  The four panelists will be: Lisa Grimm, Director, Digital Asset Management at Novartis; Ian Matzen, MLIS, Digital Asset Manager, Blogger; Henrik de Gyor, consultant, podcaster, writer and Ralph Windsor, Project Director of DAM consultants, Daydream, Director of DAM Guru.  The panel will be moderated by Frank DeCarlo, CEO of RPR Graphics.

User adoption is widely acknowledged to be one of the most complex and demanding problems faced by DAM users, yet solving it can dramatically increase the ROI that users can obtain from their DAM solution.

Adoption (or lack thereof) is typically one of the key factors that dictates whether or not a DAM initiative is successful. While there are many resources that cover the features and capabilities of DAM technology, practical information about the adoption subject is much harder to find. This panel discussion aims to address that imbalance.

The event will follow the same format as The State of DAM webinar which was held in April by New Jersey and London DAM Meetups. It will also be entirely free of adverts or sales pitches etc and should provide DAM end-users with some practical and actionable advice that they can apply to their own adoption programmes.

The event is free of charge and open for anyone with an interest in DAM adoption, including end-users, vendors and consultants.  The registration link is below:


New DAM Guru Website – Profile Editing Now Available

The DAM Guru website has recently been updated and re-designed.  One important new feature which was not available in the previous edition was the ability to amend profiles.  I am pleased to announce that this capability has now been implemented and all members now have a dedicated account where they can update their details without needing to enter a new profile to register any changes.

There is a process in-place for migrating existing DAM Guru members which you must complete if you want to take advantage of this new facility.  First, follow the link below:


Enter your email and you will receive a confirmation email with a link which you need to follow.  You will also be asked for a password to allow you to gain access to your profile at a later date via the login area of the DAM Guru website.

Over the forthcoming months we plan to introduce some new self-service capabilities for connecting gurus with those requiring expertise (amongst other planned features) and you will need to have an active profile to participate.

As always, please contact us via email: help@damguru.com if you have any questions.