From creation to dissemination : why a well-managed asset lives longer
A smooth and structured management of creative assets strengthens their impact, coherence, and longevity at every stage of a project
Why a well-managed asset lasts longer
In an environment where visual and video content is multiplying, managing creative assets has become a strategic lever.
According to Timly (2024), nearly 80% of companies lose key files within two years of their creation.
Behind every image, video sequence, or brand visual lies a valuable form of capital. Yet, due to a lack of organization, these resources are often forgotten, recreated, or poorly distributed.
When managed properly, these same assets can be reused, adapted, enhanced, and continue to generate long-term performance.
Understanding the lifecycle of a creative asset
An asset is more than just a file
An asset is any resource produced by a creative team a photo, video, logo, product shot, animation, or campaign visual.
It is part of a brand’s creative heritage and reflects its identity and value.
Its life doesn’t end at publication: it can be re-edited, reframed, or adapted for new formats and campaigns. Asset management is about supporting this evolution from start to finish.
The four key stages of an asset’s lifecycle
According to IBM (2023), an asset’s lifecycle is structured around four main phases:
- Creation – briefing, production, and initial validation
- Usage – distribution in the right formats and across the right channels
- Update – adapting for new campaigns or contexts
- Archiving and reuse – organization, tracking, and long-term optimization
“A well-documented asset can live three times longer than an unstructured one.” — IBM Report, 2023
Why asset management is becoming strategic
A matter of efficiency and consistency
Without a clear process, teams spend excessive time searching for the right files, correcting versions, or validating duplicate content.
According to McKinsey (2023), marketing professionals spend an average of 20% of their time searching for visual elements.
A structured approach to asset management prevents this waste and ensures brand consistency essential in a multi-channel context.
Responsible management of creative resources
Proper asset management isn’t just about organization it’s an act of sustainability.
Reducing duplication, planning reuse, and centralizing information all help lower the carbon footprint of productions while saving on creative budgets.
A collective performance driver
Effective asset management strengthens collaboration between creatives, marketers, and decision-makers.
On a platform like MTM, every team member has access to:
- validated and up-to-date versions,
- a clear history of deliverables,
- and annotation tools to track project evolution.
This centralization extends the value of content by simplifying its lifecycle from briefing to delivery.
How to extend the life of your creative assets
Structure files from the start
From the creation phase, it’s crucial to include key information: author, format, date, campaign, validation status.
A well-identified asset is a reusable one.
Build clear validation workflows
Scattered feedback and email-based approvals often lead to version loss.
With MTM’s review links, stakeholders can view, annotate, and validate deliverables directly in their browser saving valuable time.
Archive intelligently for future reuse
Archiving isn’t the end it’s the starting point for reactivating content.
MTM provides organized and measurable archiving, allowing teams to track the status and performance of every deliverable.
On MTM, every asset is traceable over time: you know when it was produced, approved, published, and whether it remains reusable.
Toward a new culture of creative asset management
Today, the value of an asset goes beyond its aesthetics it lies in its traceability, reusability, and adaptability.
The most advanced organizations understand that managing assets means managing their visual memory and brand coherence.
This maturity requires collaborative tools, but also a shift in mindset:
- every creation is treated as an investment,
- every distribution is measurable,
- every archive is potentially reusable.
This is the philosophy behind MTM: helping creative teams maximize the long-term value of their work at every stage of its lifecycle.
An asset is never truly finished
An asset is more than a file it’s a trace of collective creativity.
When managed effectively, it transcends campaigns, adapts to formats, and continues to create value.
Asset management isn’t an administrative task it’s a strategic foundation for brand consistency, sustainable production, and team performance.
FAQ
What is a creative asset?
A piece of content produced as part of a campaign — such as an image, video, logo, or visual.
Why is managing assets important?
It prevents file loss, enhances brand consistency, and extends the lifespan of creative work.
How can I tell if an asset is still usable?
By tracking its metadata (date, rights, status) and its performance over time.
What does MTM offer for asset management?
MTM centralizes deliverables, streamlines validation, and tracks the performance of creative assets.
What’s the difference between archiving and storage?
Archiving involves traceability and follow-up — storage only keeps the file.
Sources
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