The Record - Issue 21: Summer 2021

107 Advertising company WPP is taking advantage of these capabilities with the launch of Cloud Studio, a cloud platform that allows creative teams from across WPP’s global network to pro- duce campaigns from any location around the world. The platform will enable greater collabo- ration and more efficient content production by providing easier access and visibility into con- tent via advanced Azure AI-powered indexing of metadata from a central location accessible from anywhere, at any time. Furthermore, Azure will enable WPP to scale up and down its storage needs as new client pro- jects begin and end, reducing spend by utilising more cost-efficient cloud storage once a project is archived, while Azure DevOps and GitHub will enable WPP to quickly provision new instances of Cloud Studio based on need. “Technology is what powers WPP’s creativity; it allows us to realise our ideas, uncover insights and embrace innovative ways of working,” said Mark Read, CEO of WPP, in a Microsoft arti- cle about the partnership. “The pandemic has shown howWPP teams can successfully collabo- rate to create extraordinary work for our clients, all while being physically apart. Partnering with Microsoft on Cloud Studio is the next step in our journey to arm creative teams with the latest in cutting-edge production tools, and draw upon the best talent, regardless of where they are.” The demand for ever-growing amounts of content is unlikely to slow down in the coming years. With many content production and distri- bution processes already digitised, the industry is ahead of many others in its digital transforma- tion. However, companies will have to remain flexible and continue looking for opportunities to optimise their operations if they are to keep up with the pace of change. “Many media companies have struggled to use new technologies like the cloud, big data and AI to their advantage,” says Kellerhals. “At the same time, almost all media companies have been impacted by the emergence of new competi- tors, especially cloud-native entrants. Microsoft, together with our partner ecosystem, is helping media companies to leverage the cloud, data and AI to streamline content production, enhance creativity and collaboration, optimise content delivery and discovery, transform audience and content intelligence, and reimagine and monet- ise content experiences.” COMMUN I CAT I ONS & MED I A The Record asked Microsoft Gold partner Crossware how it has used the services available in Microsoft Azure to help produce media content Partner perspective “We have leveraged many tools and services available in Microsoft Azure to power and enable our award-winning Crossware Email Signature Solution. Built on the Azure platform using cutting edge design methodologies, the Crossware team have been able to deliver a truly world-leading and unique Email Signature Designer. This dynamic and intelligent Signature Designer enables organisations to supercharge their email communications to both their customers and internal staff. They can transform the ordinary email into powerful and engaging communication that not only looks amazing but conveys their message in a dynamic way. Using our unique Signature Blocks, media content such as banners and corporate imagery can be added to every email communication. With Crossware Mail Signature organisations take control of their corporate email communications and media content.” Peter Molyneux General Manager at Crossware