How Wieden+Kennedy Makes Decades of Creativity Discoverable

HOW ORANGE LOGIC AND WIEDEN+KENNEDY WORK TOGETHER

How one of the world's most influential creative agencies uses Orange Logic and AI-powered discovery to put decades of iconic work at everyone's fingertips.

For more than four decades, Wieden+Kennedy (W+K) has created advertising that people remember long after a campaign ends. Behind their work for some of the world's most recognizable brands is an enormous investment in ideas, production, talent and expertise. The value of that investment should not disappear when the final ad airs.

Its body of work is much more than a portfolio. It helps teams earn clients' confidence, respond to new opportunities, find inspiration and build on what the agency has already learned. But none of that happens if people cannot find the right work, know which version to trust or put it to use when it matters.

That was the opportunity for W+K. With decades of finished client work and internal talk recordings that shape their creative culture, the agency needed to make its work accessible across teams without sacrificing control. Orange Logic helps W+K turn that accumulated creative investment into a resource people can discover, share and use every day.

"We've invested decades in creating extraordinary work. That investment loses value if our people can't find it. With Orange Logic, everyone across the agency can discover, access, and share the work they need, without depending on someone else to track it down."

Sarah Bavier, Senior Digital Asset Manager, Wieden+Kennedy

The challenge: A valuable library that sat unused

For Sarah Bavier, W+K's Senior Digital Asset Manager, the problem was making their content library easy to navigate while ensuring people had appropriate access. Creatives said they struggled to find assets in the previous DAM, pushing them toward workarounds like old storage drives. The longer the lack of adoption continued, the harder it became to find approved assets and keep them governed.

The friction created time and dollar costs:

• The business occasionally paid an off-site provider to retrieve files in the DAM, then employees waited at least 24 hours to receive them.
• Basic interface changes often required external development support.
• Limited usage reporting made the DAM's value hard to prove to leadership.

Sarah needed a digital asset management platform that employees would choose to use, with intuitive discovery, highly configurable governance, sharing that fit client-facing work and a technology partner who would keep improving the experience as their needs evolved.

"Some of our most valuable creative knowledge lives inside decades of video. Before, finding a particular person, idea, or moment could mean hours of searching. Now, AI helps us uncover things we might never have found otherwise. We're not just preserving our history. We're making it useful to the people creating what's next."

Sarah Bavier, Senior Digital Asset Manager, Wieden+Kennedy

The solution: Put the right creative work within reach

W+K partnered with Orange Logic in 2023 to bring creative work and internal cultural content into an experience with the best of both discovery and governance while reducing inefficiencies from the old platform:

• Client-facing teams quickly find finished work to present with confidence, while editors surface production-quality masters without digging.
• Every person accesses the right content for their role while restricted work stays under control without separate libraries.
• Employees easily gather and share relevant videos as a coherent body of work.

Just as important, W+K found a partner willing to solve a specialized video challenge and support the solution as part of the evolving platform. That responsiveness matters to a creative business: the technology should adapt to the work, not require the work to fit the technology.

"We weren't looking for another vendor to tell us how their software works. We needed a partner willing to understand how we work. Orange Logic listened to a challenge other vendors wouldn't touch, built a solution for us, and made it part of the platform. That's the difference between buying software and finding a true partner."

Sarah Bavier, Senior Digital Asset Manager, Wieden+Kennedy

The impact: Work that keeps creating value after the campaign ends

The most important change Sarah describes is self-sufficiency. Instead of sending file requests to the DAM team, employees find and share material themselves without waiting on external file retrieval. Client-facing teams spend less time searching and more time building relationships. Decades of creative thinking is available to apply to future projects in less than a second.

Cost savings make the impact tangible: W+K eliminated its reliance on third-party development for routine changes and now retrieves material already in its library without additional fees.

And for the first time, the team has reporting on users, views, downloads and shares. That data turns the DAM from a cost center that is hard to explain into an investment that makes its usefulness easy for leadership to see.

"Moving to Orange Logic delivered immediate cost savings, but the bigger impact is how much more our teams can do independently. People can find and share the right content themselves, we no longer need outside developers for routine changes, and we've eliminated unnecessary retrieval costs. We're spending less time managing the library and more time making it valuable to the agency."

Sarah Bavier, Senior Digital Asset Manager, Wieden+Kennedy

Wieden+Kennedy by the numbers

• 40 years: Of celebrated creative work.
• 99%: Of content in the DAM is video.
• 10 global offices: Adopted the DAM.

The real return on creative investment for agencies

Great creative work doesn't lose its value when a campaign ends. It becomes part of an agency's competitive advantage: proof of what it can accomplish, inspiration for what comes next, and decades of experience that competitors cannot easily replicate. But that advantage only matters if people can access it.

W+K has spent more than 40 years creating work that people remember. With Orange Logic, it's making sure that work continues to inform and inspire the people carrying the agency forward.