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CPG Company Scaling Regional Marketing Media Workflow
Company Situation
The company is a rapidly growing Consumer Packaged Goods (CPG) company specializing in food products with strong regional presence and plans for national expansion. Their creative operations are in the early stages of development, with a small team that includes a newly appointed Director of Creative Operations. Currently, most creative work is handled via external agencies, with minimal in-house creative staffing. The company generates marketing content primarily for growth and retail initiatives, and they are preparing to build a more robust internal creative team.
Existing Workflow
Their digital assets and creative files are currently stored in Google Drive, where usage remains low despite having abundant storage capacity. The team relies on external agencies that share work through links, predominantly using Frame.io for video edits and feedback. There is no centralized ownership of creative assets or working files, resulting in scattered and loosely managed content. Editing and collaborative workflows are minimal, as the company has not yet onboarded in-house editors or fully embraced real-time collaborative editing tools.
Issues with the Existing Workflow
Disorganized and haphazard file storage leads to inefficiencies and difficulty locating assets.
Lack of centralized digital asset management (DAM) means creative files are fragmented across platforms and teams.
External agencies control working files and deliverables, limiting internal ownership and version control.
The team faces challenges in convincing stakeholders to adopt a DAM solution due to entrenched habits with Google Drive.
Absence of integrated, real-time collaboration and editing tools delays workflow optimization as the creative team grows.
How Shade Would Change Their Workflow
Shade would provide a unified digital asset management platform tailored for creative teams, enabling the company to centralize all assets — including those received from external vendors — in one accessible repository. This would establish internal ownership of creative files and streamline feedback loops. Shade’s integration capabilities and user-friendly interface would ease adoption among team members accustomed to Google Drive, while offering scalability to support future growth, including the onboarding of in-house editors and real-time collaboration features. By replacing fragmented tools like Frame.io and disjointed storage solutions, Shade would simplify asset indexing, retrieval, and management, setting the foundation for a more efficient creative operations workflow.
Benefits
- Centralized repository for all creative assets, improving organization and accessibility
- Enhanced ownership and control over working files from external agencies
- Streamlined feedback and review process within a single platform
- Scalable solution that supports future expansion and the addition of in-house editorial resources
- User-friendly interface to encourage team adoption and reduce resistance to change
- Reduced dependency on multiple disconnected tools for digital asset management and collaboration