Cloudinary helps James Hardie Australia create a single source of truth for its complex image sharing needs as customers and partners alike turn to online channels during COVID-19 lockdowns

Cloudinary, the media experience platform for many of the world’s top brands, today announced that James Hardie Australia, global leader in the production of interior and exterior building products, is using Cloudinary to centralize all of its image assets and create a streamlined and highly accessible digital repository available to multiple teams across Australia, including its network of customers and end users.

Founded in Australia in 1888, James Hardie is the leader in fiber cement siding and backerboard, employing 5,000 people across operations in North America, Australia, New Zealand, the Philippines, and Europe. James Hardie’s Australian office services and connects with a network of partners, including hardware stores, builders, property developers and architects, as well as consumers.

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With the additional challenges related to COVID-19 lockdowns, James Hardie’s customers increasingly turned to the company’s online channels for advice and information. From a consumer and brand perspective, it was crucial that the company’s online channels are kept constantly up to date with all the latest interior and exterior home design trends.

To solve these challenges, James Hardie Australia needed a user-friendly Digital Asset Management (DAM) solution that was fast to set up, easily configurable and would support the company’s need to create, manage and share complex image folders at scale. With Cloudinary, James Hardie was able to quickly and easily create a new asset lifecycle, where all new images are immediately saved to Cloudinary’s DAM, and filed and tagged according to a clear framework shared across the company.

“With Cloudinary, the lifespan of an asset, from photoshoot through to publication, has halved; even better, the marketing team has shaved significant administrative hours from its to-do lists, ensuring they stay focused on what really matters,” said Monica Ikladios, Head of Digital, James Hardie Building Products Australia. “Having the ability to control what imagery and assets we’re allowed to share, and where, is crucial for us. In the old system, there was no clear understanding of what you could and couldn’t use, particularly with regards to legal permissions. With Cloudinary, that problem has been completely solved.”

“At Cloudinary, we know how important high-quality visuals are to brands especially in times when COVID-19 lockdown measures drive more and more customers to online channels,” said Roni Feldsher, Cloudinary’s Senior Director of Customer Success. “We are pleased Cloudinary’s Digital Asset Management solution has enabled James Hardie Australia to create a centralized and streamlined repository for its digital assets that allows the team to easily share and file images across its diverse network.”

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James Hardie is one of many global brands using Cloudinary for their dynamic asset management requirements. Companies like Apartment Therapy, Neiman Marcus, lastminute.com, Made.com, StubHub, and Vistaprint rely on Cloudinary’s DAM to improve collaboration, streamline workflows, and increase customer engagement and conversion through better visual storytelling.