Clients have long been challenged for more efficient and effective quality content solutions from content discovery to adaptation to distribution. The Content Symphony is a response to clients struggling with implementing global content at scale.
It is a cloud-based, AI-enabled platform that unifies people, processes, and technology to ensure global consistency and local variation in a 24/7 cycle. Its functions include creative intelligence, storage & management, a first–of–its–kind fully-enabled content marketplace, data-driven insights, and automated content delivery. Its core foundation technologies include Adobe Creative Cloud, Adstream, Workfront, Workfront Proof, and Mosaic, whilst offering the flexibility to match to client–specific platforms also.
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“As an integrated, creative production network powered by technology and AI, The Content Symphony can ensure speed and scale for our clients while driving both efficiency and efficacy. In addition, the internal marketplace model enables competitive bidding for content, ensuring our clients are provided with the best price for their marketing needs. It’s win-win,” said Prashant Mehta, Global Chief Delivery Officer, Isobar.
Lucia Grillo, COO dentsumcagrrybowen, who is driving The Content Symphony, said, “Because we believe that clients deserve better, this model is the antithesis of the giant monoliths that have dominated the space for so long. Symphony enables freedom of choice for our clients, a nimble model that is responsive to their changing content needs, coupled with access to world-class artists to serve those needs, anytime, anywhere.”
“The idea for The Content Symphony is based on the concept of theme and variation. This is what global clients are crying out for — the galvanizing nature of a central platform idea (the theme) with the ability to execute for the myriad needs of local markets, segments and business units (variation). What we’ve created is a nimble network of global studios, supported by next-generation technology, to give clients a solution that is more efficient…but also more creatively effective,” added Jennifer Zimmerman, Global Chief Strategy Officer dentsumcgarrybowen.
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