Last January, Keepeek had the pleasure of hosting a webinar with Barbara Pollara, Head of the Orange Brand Site, on transforming a simple video archiving project into a group DAM strategy (replay available at the bottom of the page).
In the space of 5 years, Orange has transformed its legacy archiving project into a global brand management strategy, which will progressively embrace the group's 26 countries. Barbara Pollara steered this evolution, enabling the management of over 80,000 brand contents for - among others - the 40,000 users of the Brand site.
" Initially, we were simply looking for a hosting solution to digitize digitize the group's audiovisual assets. Today, our DAM has become the foundation of our global brand strategy "she emphasizes. This success rests on three pillars: clear content governance, ongoing user training and technological integration at the heart of Orange's digital ecosystem.
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From audiovisual heritage to global brand platform
Content management needs are rapidly evolving in large international groups. Orange's initial archiving project quickly became a strategic challenge.
" In 2018, the archives and heritage teams were looking for a simple storage solution. Keepeek was selected for its ergonomic and intuitive nature. A year later, the communications department joined the archivists' project, which considerably broadened the scope of use," recounts Barbara Pollara.
The project has been structured gradually, with particular attention paid to the integration of the various services. The first content migrations, carried out between 2020 and 2021, laid the foundations for a sustainable organization. The head of the brand site explains: " The communications teams have gradually taken over from the archives , enriching the Group's audiovisual heritage with high-quality corporate media. The initial DAM became such a rich referencing zone that we had to structure a real governance of communication at Group level ".
Centralized content transforms daily practices
The impact of this centralization can be seen in the concrete transformation of uses. The platform now processes 3 terabytes of new content every month, a volume that illustrates the intensity of exchanges within the group.
" The Brand site provides content for all those working for and with the Orange brand. Our database is 70% images and 30% videos. We are even beginning to test 3D asset management assets with the design system teams," explains Barbara Pollara.
As needs evolve, so do formats. DAM users can now draw on a constantly enriched and perfectly organized content library. Media are classified according to a precise taxonomy, enabling quick and efficient searches. Barbara Pollara explains: " We have created connections between our different types of content. A single project can now bring together photos, videos and technical documents, which was impossible with our previous dispersed systems.
Brand governance to structure usage
Governance is the foundation of the project. Orange has established a precise framework that guarantees content quality and facilitates its use.
" Our governance charter defines clear rules for each type of content. In particular, it specifies the typology of assets accepted into the DAM. The automatic rights notification system protects our media and facilitates their use. This organization enables each entity to keep control of its own settings and to comply with Group standards," explains Barbara Pollara.
Local specificities fit naturally into this structure. Teams have dedicated areas and access to the brand's global resources, creating a balance between local autonomy and global coherence.
This structured approach to governance, similar to that of other major international groups, illustrates the importance of a robust brand portal.
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Training and professionalization: a customized program
The success of DAM depends on its adoption by users. Orange has therefore deployed a comprehensive support system, adapted to different profiles and uses.
" Our small group training sessions create an effective learning dynamic. Turnover management requires a continuous program: each newcomer goes through a complete course before obtaining his or her contribution rights. This approach guarantees the quality of the content integrated into the platform," explains Barbara Pollara.
Support goes beyond the technical. She explains that " using DAM is becoming an essential skill, just like cybersecurity or CSR. Our teams understand the importance of these tools in their daily work ".
Results that validate strategy
The benefits of media centralization can be measured in concrete terms. Process optimization means time savings and better cost control.
" Centralizing our hosting platforms generates significant savings. The recovery of Orange France and Orange Cyberdéfense assets optimizes our investments. Our content sharing capacity has has improved considerably ", says Barbara Pollara.
The DAM ensures the security of all digital assets. Our expert confirms that " the centralization of contentpreviously scattered across different Brand sites and shared drives, secures our media and reinforces our control over their use ".
The figures confirm the adoption of the platform: 40,000 connected accounts, 10,000 monthly active users, 15,000 downloads per month and 150,000 page views. The Keepeek DAM is perfectly integrated into the day-to-day work of our teams.
These results are in line with those of other companies who have chosen a high-performance DAM platform: see our other customer testimonials.
Technological innovation at the service of Brand Management
The new Brand site, launched in February 2024, marks a new stage in the evolution of the platform and integrates advanced functionalities. Barbara Pollara explains: " Our internal information system presents specific technical constraints. We had to adapt certain flows to optimize the opening of content ". The integration of innovative tools simplifies the work of creative teams.
" The Keepicker allows contributors to access content directly from their usual work environment. This integration makes content production and ensures that the right versions are used," she emphasizes.
Artificial intelligence opens up new perspectives. " We are exploring the possibilities offor content indexing. Intelligent cropping tools will soon enable users to adapt their visuals in real time," says Barbara Pollara.
2025: a global brand platform
The international deployment of DAM is accelerating, accompanied by a growing professionalization of practices.
" Our platform will cover all Orange countries in Europe, Africa and the Middle East. All our partner agencies will integrate this unified system. Each region will have its own community on the Brand site, with access rights differentiated according to needs ," explains our contact.
She also sees the professionalization of our contributors as a major priority: " We're going to optimize our network of contributors, currently more than 600, to maintain a level of excellence in content production and management ".
The Keepeek DAM thus becomes the central tool for Orange's brand strategy. The platform unifies the Group's communications while respecting local specificities. This balanced approach makes it possible to deploy global standards while preserving regional specificities.
The success of the Orange project illustrates the strategic potential of a well-deployed DAM solution. A structured brand platform, combining clear governance and ongoing training, is now a major competitive advantage for international companies.
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Watch this video feedback
Watch the full webinar with Barbara Pollara, Head of the Orange Brand site. An insightful session on transforming an archiving project into a global brand platform (duration: 45 minutes).
About Barbara Pollara Barbara Pollara
Barbara Pollara, Head of Brand Site in Orange's Communications and Brand Department, has been helping the company manage internal and external digital projects for over 20 years.
About Orange https://www.orange.com/fr
The Orange Group is one of the world's leading telecommunications and digital services operators. It serves 298 million individual, professional and corporate customers. Orange is one of the world's leading providers of telecommunications services for multinational companies, under the Orange Business brand.
