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Hogarth Worldwide is a marketing implementation company with a dazzling history of growth. It started with 14 people in a London attic in 2008, but today has hundreds of employees in more than 20 offices worldwide. Experts in media production, Hogarth works with ad departments in major corporations and creative agencies to deliver advertising efficiently and cost-effectively across a wide range of platforms.
Business Built on Storage Technology and Workflow
Hogarth focuses on delivering the highest quality content as efficiently as possible. “I think that Hogarth was really the first organization built around the application and infrastructure expertise required to implement high-quality advertising and marketing materials,” explains Nick Wood, production systems manager at Hogarth, “and its success shows how effective a strategy it has been. We work with lots of different creative teams in other companies, which allows us to focus all our energy on production and implementation—and we really understand that well.”
Hogarth’s infrastructure enables effective workflow, collaboration, and asset management, giving it a business advantage in a highly competitive market. As technologies change, Hogarth evolves to keep pace.
Keeping Technology Current with Changing Needs
“In the early days of this industry, lots of high-end work was shot on film, then developed, scanned, and we did back-end processing,” explains Wood. “The costs were largely up front and pretty obvious. Today, it is very different—everything is shot directly onto disk. It is incredibly inexpensive to add more—a terabyte now costs only £100 or so. So cameras keep running longer, and they keep more raw footage. Today, we’ve got about 1.5 PB of data just in the London offices, and we expect more as resolution and frame rates increase. Compared to film, digital content looks free. But, we’ve really just shifted the cost and complexity to the storage management side.”
StorNext Provides Foundation for Growth
“One constant since Hogarth’s early days has been Quantum StorNext,” Wood notes. “We started converting Xsan environments to StorNext very early to take advantage of its flexibility, performance, and scale. And it gave us the capability to let our teams collaborate on projects no matter what platform they were using—Macs, Linux, or Windows. Today, 12 of our offices already have full StorNext environments installed—and we’ll add more as data volumes increase.”
StorNext also gives the fast-growing company the ability to scale rapidly. “With StorNext, we know we can quickly add disk capacity for an office if the workload sees a surge, and we can expand the system almost instantaneously to add more workstations. We’ve had to do that— expand from five or six workstations to 40 for a big project—and StorNext makes it easy.”
Transparent Upgrade to Xcellis Workflow Director
As Hogarth’s needs changed, Quantum provided flexibility, and the company’s integrator partner Trams provided advice and support for installation services. Initially built on Quantum M330 controllers, the system was recently upgraded to Xcellis Workflow Director. Xcellis gives Hogarth the ability to scale performance and capacity independently, and provides the option of using network-attached storage (NAS) as part of the storage pool.
“The switch from the M330s to Xcellis Workflow Directors was easy,” Wood explains. “We did it over the weekend. The actual switch-over only took a couple of hours, and everything came over and synched up perfectly. The production teams didn’t notice a thing. Throughout the whole process—and actually for the whole time we’ve had StorNext—Quantum support has been great. The system usually just works. But when we do need something, we get immediate expert help both from Quantum and from Trams.”
Hogarth Worldwide, part of advertising and public relations giant WPP, is a fast-growing, multi-national marketing implementation company with more than 20 offices around the world. Hogarth specializes in the production side of the advertising business, working with third-party creative agencies and global corporations with capabilities that include broadcast, print and digital production, post-production, computer-generated imagery (CGI), and language localization services or “transcreation.” Hogarth produces advertising and other marketing communications for clients across all media and all languages by combining its production expertise with powerful workflow and asset management technology.
Based in central London and operating throughout the UK, Trams is a leading business-to-business IT systems and services provider, with experienced specialist consultants in Storage & Creative Workflows, New Media, Commercial IT, and Education. Trams maintains accreditations with over 50 leading suppliers which include a longstanding partnership as an Apple Authorized Reseller and Service Provider, Quantum Storage Value Added Reseller, and Xerox Managed Print Services Partner.