© 2008 Palgrave Macmillan Ltd 1743–6540 Vol. 4, 3 123  JOURNAL OF DIGITAL ASSET MANAGEMENT 123

www.palgrave-journals.com/dam

 In this issue (Volume 4, Number 3), our topic is 
 Digital Value Chains . Digital value chains entail 
the next phase of digital asset management, the 
linking up of several  “ loosely coupled ”  systems 
of multichannel publishing and pan-regional 
marketing communications. 

 In this issue, we bring you a selection of 
interviews with industry leaders:  Dennis Pannuto , 
Principal at  Aha! Insight Technology , speaks with 
us about the transformation of agencies into 
digital service providers;  BJ Gray , AVP of 
Marketing Operations for  Victoria  ’  s Secret , talks 
about automating the workfl ow process that 
starts with in fi eld   digital photography shoots or 
sessions and ends with fi nalized, color-corrected 
retail displays;  Rak Bhalla , Marketing Manager 
for  Adobe Systems , gives some insight about how 
Acrobat 3D supports the review, approval and 
distribution of 3D CAD models, drawing and 
engineering data; and  John Hingley , CEO at 
 Andiamo Systems , rounds out the theme of this 
issue by discussing the emergence of social 
media as a marketing tool and the need for low-
cost systems to track conversations, themes and 
sentiments about your brand throughout the 
blogosphere and social networking sites. 

 In this issue ’ s installment of Cycle Time, 
 Michael Moon  clarifi es the relationship between 
 digital supply chains  from  digital value chains , 
kicking off with some insights on the value-add 
of each to digital asset management before 
drilling down to a defi nition of the supply chain 
and a value chain, and the distinctive value each 
offers towards marketing and innovation for the 
enterprise. 

  Looking at the current landscape of business as 
digital supply chain, what is required of the new 
digital agency? Dennis Pannuto  looks at the shift 
from the traditional agency to a future where 
specialists are closely aligned with the business 
and the senior management is IT savvy. In other 

words, it leads to the merging of the CMO and 
CIO roles. Dennis also spoke with us regarding 
the new generation of self-directed consumers 
and how the digital agency can address the new 
set of dynamics they bring  —  employing lessons 
learned from successful social networking 
ventures. 

  What buying criteria do marketing executives 
employ to go digital with successful multi-channel 
publishing? Michael Moon  and  Andrew Salop  (of 
 Metaseed.NET ) interview  BJ Gray  on how she 
researched different types of systems to fi nd a 
solution to work around the needs, language and 
established workfl ow at Victoria ’ s Secret. 

  The current lifecycle for a product has historically 
been three years to market, while now it is not much 
more than one year. How can one software family help 
facilitate collaboration in this type of fast-moving, 
global work environment?  According to  Rak Bhalla , 
product lifecycle management is a full-spectrum 
process, and the expertise lies in streamlining the 
supply chain in many cases  —  getting suppliers 
involved very early on in the process. Adobe 3D 
and the entire PDF family facilitates workfl ow 
effi ciency, in effect fully leveraging CAD data 
much earlier in the process than has traditionally 
been possible. 

  With the advent of social media, the ease with 
which consumers can get information and start to 
share their opinions turns a lot of this traditional 
campaign planning on its ear. How can the new 
digital agency use this situation to its advantage?  We 
spoke with  John Hingley , founder of Andiamo 
Systems, a social media analysis company, on 
how he advises companies to effectively use 
consumer-generated content. 

 Thanks for joining us! In our next issue, we ’ ll 
cover innovations in Marketing Operations.         

  Iris       AlRoy   
Managing Editor       

     Editorial          

   Journal of Digital Asset Management  (2008)  4,  123.  doi: 10.1057/dam.2008.26       


	Editorial