"Creative teams today want to be more connected and have greater visibility and better unification of the overall workflow, as well as the reliability and security essential to modern media production," said Namdev Lisman, evp of Primestream. "Creative Bridge addresses all of these requirements, enabling accelerated workflows, boosting collaborative capabilities, and improving visibility into media. Establishing convenient and intuitive connections between users and creative tools, this new solution brings greater efficiency and productivity to content creation in any organization."

With the addition of Creative Bridge, creatives gain access to multiple creative tools through a single application. Because all projects and assets within the Xchange platform are connected, users can access those tools with Creative Bridge. Additionally, team members can register new assets into the MAM/PAM with rich metadata and organizational folder structures. Personnel across the organization gain greater visibility into media and can search, import, and register managed media.

"Creative Bridge benefits anyone working in creative services," added Lisman. "With better visibility and a much closer connection between managed media and creative tools, teams can work more efficiently with media and collaborate more closely in producing compelling content.