Enterprise approach to MRM

Abstract

Scottish Enterprise is a large operation with an overall annual budget of L500 million and some 2,500 employees. Its remit is economic development, which covers supporting the business community, promoting skills and learning issues plus projecting Scotland's interests overseas. Scottish Enterprise completed an extensive business transformation review in 2001. One of the recommendations from the business transformation review was that it should have a central database of digital assets -- a DAM. The agency has called its MRM system 'Brand Seer'. In Aug 2005 it started a pilot program for Brand Seer and that work concluded in Nov 2005. It adopted a narrow but deep approach, testing all modules of the system thoroughly but with only a small part of the business and with a limited number of selected marketing executives and suppliers. The marketing executives involved have been able to manage more projects and, in some cases, have been able to re-purpose leaflets and posters without involving the design agency.