CLAAS, the international manufacturer of agricultural equipment, has been using the CELUM Digital Asset Management software since 2009. CELUM is used for image editing and processing, as well as for the management of thousands of images and marketing materials in a multitude of different languages. With its plugins for Adobe InDesign and MS Office, CELUM is the core element of the optimized marketing and publishing processes and serves as CLAAS‘s central content hub thanks to the export options to other systems.
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Producing diverse marketing materials at short notice
CLAAS has its corporate headquarters in Germany and also has 12 international manufacturing locations and 13 sales companies. With its 11,000 employees and more than 150 importers worldwide, CLAAS generates 77 % of its turnover abroad. A global corporate structure like this requires sophisticated and efficient marketing and communication processes.
In photoshoots before CELUM, CLAAS used to edit and save up to four times more photo scenes. From the photoshoot to the completed marketing material, vast amounts of time and money had to be spent. Additionally, this production process turned out several image versions, making it hard for the employees to keep track.
CLAAS Group Marketing is in charge of 23 product brands, about 300 types of products and countless product variants. The result was a tremendous amount of data (images, brochures, presentations), which was too much to handle for the old system.
Cross-company digital teamwork
CLAAS replaced its existing multimedia database with CELUM in 2009. The current CELUM solution is managing 240,000 objects, amounting to approximately 13 terabytes. 270,000 downloads are performed every single year. 160 editors work with the CELUM software, additional 200 media-consuming users have access to the system and more than 12,000 people from outside can access files via CELUM Smart Views.
By utilizing CELUM workflows and CELUM CreativeLink, CLAAS is able to, for example, shoot a new product in Hungary in July and print the brochure in Germany as early as August. This new procedure is not only saving a significant amount of time, but also cut production costs by two thirds.
CELUM CreativeLink is the main tool of CLAAS‘s agencies and print offices. Each year, CLAAS produces approximately 900 brochures in 15 languages on average. All raw data of the 30 to 40 annual shootings is saved as a backup in CELUM.
Additionally, the entire marketing material in all languages is stored in CELUM: from edited images to printed materials.
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CLAAS is using CELUM as its central content hub for the download center on the CLAAS website claas.com, as well as for 4 online shops, for the Extra.net sales partners‘ download center, for the “Evolution” training software, and for the press and image archive.
CELUM CreativeLink is also used for product presentations. With two clicks of the mouse, images from the database are incorporated into the presentation and updated automatically.
A global agricultural machinery manufacturer.
CLAAS is one of the world‘s leading manufacturers of agricultural engineering equipment.
The company is the European market leader in combined harvesters and the world leader in self-propelled forage harvesters.
CLAAS is also a top performer in worldwide agricultural engineering with tractors, agricultural balers, and green harvesting machinery. The CLAAS product portfolio also includes state-of-the-art farming information technology. CLAAS employs around 11,000 workers worldwide.
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