Michael
Dunn.
Work
Marketing content at scale — implementing a digital asset management platform
The challenge
The firm had no central system for managing its growing library of brand and marketing assets. Approved assets were scattered across local drives, email chains, and shared folders — making them hard to find, easy to misuse, and expensive to reproduce. The marketing team was spending time recreating assets that already existed.
What I did
In 2015 I implemented Norton Rose Fulbright's first digital asset management solution — a project that required selling the benefits to senior stakeholders, managing the procurement process, leading the technical implementation, and running team education and change management across the organisation.
This required convincing stakeholders who had never needed a DAM before that the investment was justified — and then delivering a system they would actually use.
What I delivered
- Business case and stakeholder approval
- Platform selection and procurement
- Taxonomy design — asset categories, metadata frameworks, naming conventions
- Rights management and expiry workflows
- Team education and adoption programme
- Ongoing governance framework
The outcome
Eight years on, the DAM sits at the heart of marketing team operations and continues to be leveraged for providing guidelines, templates, and marketing content at scale.
Results
- −30% reduction in creative turnaround times
- 3× increase in reuse of approved assets
- DAM now central to all marketing operations, 8+ years on
Discipline
Creative ops
My role
Strategy
Business case
Procurement
Implementation
Practices
Bynder DAM
Taxonomy design
Metadata frameworks
Asset management
Skills
DAM strategy
Stakeholder engagement
Change management
Asset governance
Impact
3x increase in asset re-use
DAM central to operations 8+ years on
Brand identity
Rebranding newly combined firm Norton Rose Fulbright#RiskReady — McLaren Racing partnership activationGlobal brand advertising — top 3 global legal brandDesign systems
Office design system — PowerPoint & Word at global scaleModernising website visual design and experience© Michael Dunn — 2026
Work
Marketing content at scale — implementing a digital asset management platform
The challenge
The firm had no central system for managing its growing library of brand and marketing assets. Approved assets were scattered across local drives, email chains, and shared folders — making them hard to find, easy to misuse, and expensive to reproduce. The marketing team was spending time recreating assets that already existed.
What I did
In 2015 I implemented Norton Rose Fulbright's first digital asset management solution — a project that required selling the benefits to senior stakeholders, managing the procurement process, leading the technical implementation, and running team education and change management across the organisation.
This required convincing stakeholders who had never needed a DAM before that the investment was justified — and then delivering a system they would actually use.
What I delivered
- Business case and stakeholder approval
- Platform selection and procurement
- Taxonomy design — asset categories, metadata frameworks, naming conventions
- Rights management and expiry workflows
- Team education and adoption programme
- Ongoing governance framework
The outcome
Eight years on, the DAM sits at the heart of marketing team operations and continues to be leveraged for providing guidelines, templates, and marketing content at scale.
Results
- −30% reduction in creative turnaround times
- 3× increase in reuse of approved assets
- DAM now central to all marketing operations, 8+ years on
Discipline
Creative ops
My role
Strategy
Business case
Procurement
Implementation
Practices
Bynder DAM
Taxonomy design
Metadata frameworks
Asset management
Skills
DAM strategy
Stakeholder engagement
Change management
Asset governance
Impact
3x increase in asset re-use
DAM central to operations 8+ years on
Brand identity
Rebranding newly combined firm Norton Rose Fulbright#RiskReady — McLaren Racing partnership activationGlobal brand advertising — top 3 global legal brandDesign systems
Office design system — PowerPoint & Word at global scaleModernising website visual design and experience© Michael Dunn — 2026
Work
Marketing content at scale — implementing a digital asset management platform
The challenge
The firm had no central system for managing its growing library of brand and marketing assets. Approved assets were scattered across local drives, email chains, and shared folders — making them hard to find, easy to misuse, and expensive to reproduce. The marketing team was spending time recreating assets that already existed.
What I did
In 2015 I implemented Norton Rose Fulbright's first digital asset management solution — a project that required selling the benefits to senior stakeholders, managing the procurement process, leading the technical implementation, and running team education and change management across the organisation.
This required convincing stakeholders who had never needed a DAM before that the investment was justified — and then delivering a system they would actually use.
What I delivered
- Business case and stakeholder approval
- Platform selection and procurement
- Taxonomy design — asset categories, metadata frameworks, naming conventions
- Rights management and expiry workflows
- Team education and adoption programme
- Ongoing governance framework
The outcome
Eight years on, the DAM sits at the heart of marketing team operations and continues to be leveraged for providing guidelines, templates, and marketing content at scale.
Results
- −30% reduction in creative turnaround times
- 3× increase in reuse of approved assets
- DAM now central to all marketing operations, 8+ years on
Discipline
Creative ops
My role
Strategy
Business case
Procurement
Implementation
Practices
Bynder DAM
Taxonomy design
Metadata frameworks
Asset management
Skills
DAM strategy
Stakeholder engagement
Change management
Asset governance
Impact
3x increase in asset re-use
DAM central to operations 8+ years on
Brand identity
Rebranding newly combined firm Norton Rose Fulbright#RiskReady — McLaren Racing partnership activationGlobal brand advertising — top 3 global legal brandDesign systems
Office design system — PowerPoint & Word at global scaleModernising website visual design and experience© Michael Dunn — 2026