More volume and full campaign control: PIM+DAM as the engine for multinational, version-rich campaigns

The modern marketing and sales cosmos is no longer a linear process – it is a highly complex network of channels, markets, formats, languages and partners.
Companies that manage campaigns today are not only struggling with increasing volumes of content, but also with a rapid increase in versions that need to be planned, produced, checked and played out simultaneously.

The reality of modern campaigns: Maximum complexity

Let’s take an example: A food manufacturer is planning a Europe-wide summer campaign with new seasonal products.
The following must be taken into account:

• Language variants: 8 languages, including regional dialects for addressing the target group (e.g. Swiss German vs. High German)
• Customer segments: B2B retailers, end customers, premium customers, discounters
• Regional product differences: recipes vary depending on the country (e.g. sugar content, allergens, packaging sizes)
• Seasonal product availability: Early launch in southern markets, later in northern markets
• Collaborations with local partners: e.g. exclusive delivery campaigns with Picnic or regional cooking influencers
• Variety of formats: social media, TV adverts, POS materials, e-commerce, apps
• Regulatory differences: packaging labelling, health claims, deposit or recycling logos

Without centralised data and asset management, this is a mammoth logistical task with countless sources of error.

PIM and DAM as a centre for campaign variants: Automated campaign planning

Without centralised control of this data and media, such a project is a logistical nightmare. This is exactly where Product Information Management (PIM) and Digital Asset Management (DAM) come in. The PIM system acts as a single source of truth for all product information. It ensures that each campaign variant contains the correct, context-dependent data – not only on price, weight or ingredients, but also on segment- or market-specific descriptions. Translation processes are directly integrated so that approvals per market run efficiently. Automated filter rules ensure that content is only displayed in the markets in which it is actually relevant.

The DAM system supplements this data core with the entire media logistics. It manages images, videos, 3D models or graphics centrally, ensures clear versioning and makes sure that local partners only see the assets that are authorised for their region, runtime and rights. A master visual can be automatically rendered into all required formats, languages and platform variants – whether Instagram stories for end customers in Spain, posters for French organic supermarkets or email headers for B2B partners in Scandinavia.

In an integrated multichannel setup, PIM and DAM run together like two halves of a nervous system. A campaign is created centrally once, and all relevant data and asset streams flow automatically to the right channels, in the right version, at the right time. Partners such as Picnic or regional retailers do not have to request materials – they automatically receive a personalised download link that is precisely tailored to their requirements. If product information or prices are adjusted, these changes take effect in real time in all linked campaign elements.

In addition to efficiency, this architecture has another decisive advantage: it protects the brand. Global brand guidelines are stored in the DAM system and act as a binding standard for colours, fonts, logo positions and imagery. Automated quality checks prevent incorrect or incomplete versions from being published. Approval workflows ensure that every campaign version is checked both centrally and locally. Reporting and audit functions make it possible to trace which version was used where and when at any time.

Companies that combine PIM and DAM in this way regularly report drastic improvements. The coordination effort between central and local marketing is reduced by up to seventy per cent. Incorrect product information in campaigns is virtually eliminated and the time-to-market for seasonal or new products is halved. At the same time, brand recognition increases because visual and content standards are maintained even in the most complex multi-version scenarios.

ROI: Less chaos, more impact

Companies that use PIM and DAM in campaign planning typically report

• -70% coordination effort between central and local marketing
• Up to 90 % less incorrect product information in campaigns
• 50 % faster time-to-market for new or seasonal products

Measurably higher brand recognition because visual standards are maintained even in complex multi-version scenarios

Conclusion

In a world where global reach and local relevance can no longer be a contradiction in terms, an integrated PIM and DAM multichannel system is not just an efficiency tool, but a strategic competitive advantage. It transforms the potentially chaotic content maze of modern campaigns into a precisely controlled, brand-compliant and scalable marketing machine.