LSC Communications: Inspiring Creative through Knowledge and a Fluid Workflow

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Mark Potter, SVP Creative Services
Amid the battle for dominance in omnichannel marketing and retail e-commerce, brands, retailers, and retail catalog publishers are looking to accelerate their creative production process to gain an edge over the competitors. To that end, they are looking to use all the elements of product information to drive marketing and sales transactions across channels, including online, mobile, or print. In this scenario, more than just a digital asset management (DAM) solution, businesses need a holistic product information management (PIM) solution. A PIM solution that connects a product’s metadata, including product copy, features and benefits, use/care information, price, size, color, with the product images creating true production efficiencies and improving speed to market in support of more informed merchandising decisions.

Stepping up to the occasion is LSC Communications, a company that offers bundled creative services with their TeamBase DAM Solution Suite, designed to align with image and copy based workflows. For one, LSC has lent its creative knowledge, experience, and DAM technology for brands to create a quality-oriented value proposition for themselves, helping clients produce captivating and inspiring content, ads, videos, and interactive media. With more than 30 years of experience in the areas of design, video, photography, print and interactive, the company has made a mark in the sophisticated world of luxury, beauty, cosmetics, and fashion. LSC’s clients have come to appreciate its ability to quickly grasp their vision and facilitate a fluid creative workflow. “With ‘ideas need doing’ as the motto, we collaborate with clients to simplify the complex end-to-end workflow and create wow products,” says Neil O'Callaghan, VP of Operations and Technology at LSC.

LSC’s unique DAM solution helps brands, retailers, and catalogers streamline, automate and optimize asset ingestion, metadata capture, searching/browsing, and asset fulfillment. The solution not only integrates with the clients’ systems to populate images and production information but also aligns with their existing workflow and unique requirements. If a client has an image-centric workflow, the solution enables clients to sync images into the workflow as required. It also keeps the database up-to-date as and when changes happen.


With ‘ideas need doing’ as the motto, we have made a mark in the creative industry by collaborating with clients to simplify the complex, end-to-end workflow and create wow products

As part of its TeamBase Solution Suite, LSC also offers a robust Copy Database Module for catalog, retail, and e-commerce which is currently experiencing significant market traction. This capability allows LSC to schedule and automate appropriate content delivery as needed to both print channels (such as catalogs) and e-commerce websites. The solution accepts content feeds and updates from upstream Product Lifecycle Management (PLM) systems and delivers content to web Content Management Systems (CMS) in a format that the target system can read and understand. So clients’ teams can edit and version different copies in multiple languages to target specific audience and drive business results.

Apart from its technology solution, LSC has cultivated a devoted following for its passionate, professional bundled creative services. Mark Potter, SVP Creative Services at LSC, says, “Operating in the creative domain is intimidating, because creative is a more of a subjective concept. But our popularity in the industry has grown tremendously owing to the same reason.” Team LSC carefully listens to clients’ needs, pain points, and understands their culture and the opportunities in front of them from a business perspective. It then quickly grasps the client's vision in terms of their brand image and product experience they want to deliver to their customers. For instance, a clothing brand’s vision of the best customer experience in terms of the feel of the material when they visit the e-commerce website. “It is like learning a new language with each client,” says Potter. “As the creative production resource in the marketing execution supply chain, we understand our clients’ vision and function as their brand custodian. Clients trust us because we see their vision.”

Company
LSC Communications

Headquarters
Warrenville, IL

Management
Mark Potter, SVP Creative Services and Neil O'Callahan, VP of Operations and Technology

Description
LSC Communications provides DAM solution and bundled creative services to help brands, catalogers, and publishers optimize their creative supply chain and improve business bottom line. With more than 30 years of experience in the areas of design, video, photography, print and interactive, the company has made a mark in the sophisticated world of luxury, beauty, cosmetics, and fashion. LSC’s clients have come to appreciate its ability to quickly grasp their vision and facilitate a fluid creative workflow. With ‘ideas need doing’ as the motto, the company collaborates with clients to simplify the complex end-to-end workflow and create wow products

LSC Communications