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MADISON, Wis. –- Wawa Inc. has selected the Widen Media Collective for its digital asset management (DAM) needs. The convenience store retailer adopted Widen DAM to organize its digital assets and streamline collaboration with ad agencies while providing company leadership with self-service access to critical brand files, according to Widen.
"We have an extensive library of brand images and searching for an image to meet an exact need was time consuming," said Steven Gamble, marketing services manager at Wawa. "We recently implemented a digital signage program that was requiring us to create digital assets at a much higher rate. Given the difficulties we had and this new influx of material, we knew the problem was going to get much worse."
Gamble cited user interface and Wawa's need for simplicity in the front end as the most important criteria.
With Widen, Wawa plans to provide access to its marketing team and multiple advertising partners, including traditional, interactive, packaging and printer agencies. The agencies will be able to upload assets onto the Widen DAM system, simplifying delivery, review and overall project management.
"From a brand standpoint, it's imperative to provide agency partners with a window to the correct assets," said Nina Brakel-Schutt, Widen brand strategist. "Widen's DAM system provides a single point of reference for assets, so all external communications will share a common thread and Wawa will be presented with consistency to the marketplace."
Wawa's senior management will also have self-service access to digital assets needed for presentations. The DAM system will hold native and retouched photos along with all final projects including photos, signage, videos for digital signage, and online flash videos for e-mails and the Wawa website, according to the announcement.
Wawa, Pa.-based Wawa Inc. owns and operates more than 600 convenience stores, including 300 gas stations, in Pennsylvania, New Jersey, Delaware, Maryland, Virginia and Florida.