Milwaukee Tool Selects Widen Digital Asset Management to Be Central Point for Product Photography

Tool Manufacturer Adds Widen Media Collective to Manage and Distribute Product Images

MADISON, WI--(Marketwired - Sep 9, 2014) -  Milwaukee Tool, a leading manufacturer of professional grade heavy-duty tools and accessories, has selected the Widen Media Collective for its digital asset management (DAM) needs. Milwaukee Tool will use the Widen DAM solution to give both content creators and content users a central, one stop shop for all branded assets.

Like many organizations with increasingly large libraries of digital files, Milwaukee Tool found that much of their photography assets lived in several different locations. The management of uploading new assets and version control added to the complexity. Internal team members consistently found it difficult to locate and access the correct images when they needed them.

In looking for a solution, Milwaukee Tool set up a scorecard with a list of requirements, including: full content control, versioning, role-based permissions, email notifications, and an ability to integrate with their single sign-on (SSO) portal. They received product demos from a number of different DAM solution providers found by online searches and peer recommendations. The demos were then ranked based on the scorecard criteria.

"Our top need was to have a tool that was easy to use for both content managers and -- content users," stated Audrey Matthews, Sr. E-Business Program Manager at Milwaukee Tool. "It needed to be simple and quick to upload and maintain the assets, and it needed to be intuitive for different types of users to quickly find the assets they need."

Milwaukee Tool selected the Widen Media Collective. The user interface of the Media Collective felt similar to other popular social and ecommerce platforms familiar to users, allowing them to start using it with virtually no training. The granular controls in Widen's roles and permissions governance capabilities also allow Milwaukee Tool to use the DAM tools with many different audiences.

"Widen met all of our requirements and had the most user friendly interface so they came in #1," stated Matthews. "Something that we didn't account for on our scorecard that Widen delivered on was the smooth implementation process and great customer care."

The Widen DAM system will be used as a central point to upload and manage marketing assets such as product photography, videos, banners ads, logos, and brochures. Marketing team members, local and global distributors, content managers for Canada and Latin America, and the sales force supporting local distributors will all benefit from having instant, on-demand access to the newest and most appropriate marketing collateral.

"Milwaukee Tool is in the business of giving customers the right tool for the right job, with quality above all. For this project the Widen Media Collective was that perfect tool," said Craig Bollig, senior digital asset management advisor. "Beyond the fit with features, the most prominent feedback was on the usability of the DAM solution. The perfect fit comes from Widen's 66-year history and Milwaukee Tool's 90 years of truly listening to customers and constantly improving."

About Milwaukee Tool
Since the company began in 1924, Milwaukee Tool has led the industry in both durability and performance by providing the best in professional, heavy-duty tools and accessories. With an unwavering commitment to the trades, Milwaukee continues to lead with a focus on providing innovative, trade-specific solutions. Whether it is through their leadership in LITHIUM-ION technology, as seen in the M12™, M18™ & M28™ Systems, time-saving accessories or innovative hand tool products, Milwaukee is dedicated to delivering a steady stream of advanced solutions for the trades that offer increased productivity and unmatched durability. Milwaukee Tool is a Brookfield, Wisconsin-based subsidiary of Techtronic Industries Co. Ltd. (TTI) (HKEx stock code: 669, ADR symbol: TTNDY). For more information on the full line of Milwaukee® products, please call 1-800-SAWDUST or visit

About Widen Enterprises, Inc.
Widen is a marketing technology company that powers the content that builds your brand. Leveraging cloud-based resources, Widen delivers configurable, scalable, and cost-effective digital asset management solutions to help you easily store, search and share your digital content. Organizations of all sizes use Widen's SaaS DAM solution, the Media Collective, to streamline their marketing and creative workflows and make their content work harder. Widen is trusted by hundreds of thousands of users around the world at organizations like LG, Roche, Trek, Cornell University, New Orleans Tourism Marketing, The Atlanta Falcons, Red Gold Tomatoes, Electrolux, and Yankee Candle. To learn more about Widen, go to

Contact Information:

Jake Athey
Marketing Manager
Widen Enterprises, Inc.