Matthew DiBenedetti

It was December 1997 when Langhorne, PA-based Lenox Collections began talking about creating an internal database of product images. "We realized that to serve our many internal clients—including media and direct mail advertising, the catalog group, retail and U.K divisions and e-commerce—we needed access to our images through an inhouse archive," recalls Lisa Woodard, director of creative services for Lenox Collections, the direct marketing division of Lenox Inc. Until then, the company hadn't sat down and added up the value of this huge asset: It has over 2,000 solo product images valued at $800 a piece, totaling $1.6 million, plus another 1,200 catalog

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