Media firms such as the BBC, HBO, and Corbus, along with brand-drive organizations such as Visa and the Estee Lauder Companies, hire people to manage their digital assets. Digital assets include content such as television shows, movies, photographs, and advertisements. Viewers and consumers create their own content, too, in response to shows and brands. Co-creation introduces new challenges for digital asset managers, including deciding what content to manage. 

In this articleinnovation architect Doug Collins explores possibilities for digital asset managers to apply the practice of collaborative innovation to help them do their own work more effectively.