John DeMarco started his career as a film photographer, but his inner nerd compelled him to invest in the first version of Adobe Photoshop and then hired by 3M Company, create the first fully digital photography studio in the Midwest. He rapidly filled his first Digital Asset Management System (DAM), a steel cabinet overflowing with optical discs. From Digital Asset Management he progressed to Product Information Management, (PIM). A series of other positions at the company have always kept him in the digital sphere, with website development, product information management, and process improvement the main focus. He has experienced the implementation of three generations of DAM at the company, as well as three generations of PIM and all of the process and technology interaction needed to fully utilize Content and Digital Assets in a Multi-National Company.