State of Brand Management Tools 2024

How CLAAS is Harvesting Content Success

CLAAS harvester

CLAAS, the international manufacturer of agricultural equipment, has been using the CELUM content supply chain platform with its powerful digital asset management functionalities 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 optimised marketing and publishing processes. It serves as CLAAS‘s central content hub thanks to the export options to other systems.


Producing diverse marketing materials at short notice

Headquartered in Germany, CLAAS manages 12 manufacturing locations and 13 sales companies worldwide. With its 12,000 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.

Before CELUM, to manage photoshoots, 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 employees to keep track.

CLAAS Group Marketing  is responsible for 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.

”By using CELUM, we were able to cut our production period from the photoshoot to the completed product brochure to one month, and production costs are a mere third of what they used to be.”
Michael Tusch
Group Marketing

Cross-company digital teamwork

CLAAS replaced its existing multimedia database with the CELUM content supply chain platform and its powerful digital asset management functionalities in 2009. The current CELUM system is managing 240,000 assets, 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 utilising 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 not only saves a significant amount of time, but also cuts production costs by two thirds.

CELUM CreativeLink is the main tool of CLAAS‘s agencies and print offices. It connects CELUM with the entire Adobe Crative Cloud. Each year, CLAAS produces approximately 900 brochures in 15 languages on average.

All raw data of the 30 to 40 annual shootings are saved as a backup in CELUM. Additionally, the entire marketing material in all languages is stored in CELUM: from edited images to printed materials.




13 TB



CLAAS is using CELUM as its central content hub for the download centre on the CLAAS website, as well as for 4 online shops, for the sales partners‘ download centre, for the “Evolution” training software. CELUM is also used 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.



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 12,000 workers worldwide.


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