TUESDAY 1 APR 2014 1:09 PM


A new cloud-based archive and sharing platform has been launched to help brands manage their digital assets, including print, digital and tv.

The product, called Cube, has been launched by Diederik Veelo, from Netherlands-based creative production company The Ambassadors, partly as a solution to the problems he found in managing his own clients’ brand assets. The platform provides massive storage space (from 500 Gigabytes to 10 Terabytes or more) and makes it possible for high quality brand assets to be stored safely, as well as instantly shared in a variety of sizes and formats including, in the case of television assets, QuickTime to broadcast-ready copy.

With the global value spent on advertising annually believed to be €386bn, it is estimated that millions of Euros worth of TV commercials are at risk of being lost every year, as a result of outdated filing and maintenance.

According to Veelo, “Brands are spending anything up to €21m on a single TV commercial** and then simply trusting them to third parties to look after. It’s like buying a Ferrari and then leaving it with the doors open and the keys in the ignition. If you’re involved with a large brand, stop for a second and ask yourself: where are the master files of your brand assets? Who’s responsible for keeping them safe?.” Early adopters of the system include global charity Doctors Without Borders, brand activation agency Lemz, and the Amsterdam offices of international advertising agency DDB & Tribal Worldwide, who have archived over a decade of TV, print, OOH and digital work.