Founded in 1929, Cepsa is a Spanish multinational energy company with operations spanning five continents. Present in Europe, LATAM and North Africa, Cepsa is among the largest companies in Spain. Cepsa aims to lead the way in sustainable mobility and energy. Over the course of this decade, it will reduce its Scope 1 and 2 CO2 emissions by 55% and its carbon intensity index by 15-20%, with the aim of achieving net zero emissions by 2050.
As a multinational company that has been around for more than 90 years, Cepsa has a massive collection of photos, videos, and documents including presentations – with some of these dating back to as early as 1930. Over the years this made it challenging for Cepsa employees to find media content quickly and efficiently. As a result, the company recently embarked on a mission to modernize its media archive.
Cepsa’s main objective was to deploy a fully cloud-based, centralized and unified media asset management (MAM) platform for all communications and external service providers such as graphic designers, photographers, video producers, and innovation agencies.
“We were seeking a way to simply and efficiently share valuable, old and new media content."
Susana Zumel, CIO at Cepsa.
The new solution needed to include third-party sharing, download and upload capabilities, and clear and simple user notifications. Moreover, the solution had to be user-friendly, with a streamlined log-in process and without any training required. Furthermore, the platform had to be available in Spanish, since this is the language that the majority of Cepsa’s users speak.
Newsbridge’s Cloud Media Hub with Multimodal AI indexing was the perfect solution for Cepsa’s requirements, providing the company with a highly secure and sustainable end-to-end solution for archiving and indexing content.
Adopting the Cloud Media Hub has resulted in a 68% reduction in energy consumption for Cepsa compared to traditional audiovisual storage based on physical servers.
With the support of Newsbridge’s reseller, Compass Media, Cepsa found, sorted, digitized, and manually uploaded all high-priority media assets to its new Cloud Media Hub.
“Cepsa has a treasure trove of content going back almost a century,” said César Ona Valero, Managing Director at Compaas Media. “Given the size of Cepsa’s archive, the digital transformation will take time. Our first priority was successfully migrating Cepsa’s most valuable content to Newsbridge’s Cloud Media Hub, including audio, video, and metadata. Digitizing and ensuring easy access to Cepsa’s content will boost reuse, lower costs, and increase monetization.”
From a central source that is accessible from anywhere, Cepsa can automatically index and search for archived content. Cloud Media Hub interfaces in Spanish and English, along with media transcriptions in English, Spanish and Portuguese, speed up Cepsa’s production workflow. The direct-to-cloud aspect of the media hub enables fast and secure content uploads. External partners and suppliers simply log in to upload and download content via the Cepsa website.
Multimodal AI indexing detects elements (e.g., lab coat, goggles, tablet, to detect whether a person is an industrial operator or a researcher). Rich metadata is used to log service station names and locations. Optical character recognition (OCR) detects content featuring the Cepsa logo and topics as text. For example, OCR identifies keywords in Powerpoint presentations uploaded to the Newsbridge platform. Cepsa executives can then search through the saved presentations by topic thanks to text and pattern recognition.
With the Newsbridge solution, Cepsa can easily create smart Collections folders of people, themes, factory locations, approved and not approved media. These folders provide the Cepsa communications team with unparalleled flexibility and control when sharing content internally and with external stakeholders.
Newsbridge’s Live Asset Manager enables Cepsa to record live streams, including interviews, from various company locations and quickly publish them on social media. With the Live Asset Manager, Cepsa can schedule, capture and record site openings, employee testimonials and CEO press conferences in real time, ensuring that the Cepsa team can efficiently collaborate on stories.
The deployment was quick, considering the high level of Media Hub customization required by Cepsa. Personalizing the Newsbridge thesaurus to Cepsa’s activity and vocabulary was a challenge that Newsbridge enthusiastically embraced. Being an energy company, Cepsa has specific phrasing and tagging that the Newsbridge multimodal AI had to learn, which takes time and refinement.
Newsbridge built a thesaurus and anthology about Cepsa, its market segment, and industry. By building the data model and a future digital framework Newsbridge has set Cepsa up with a strong foundation for media preservation and content discovery.
In addition, the Cloud Media Hub is integrated with Cepsa’s own single sign-on (SSO) authentication to ensure robust account security. Newsbridge also customized the account creation invitation emails that were sent to all Cepsa employees, and all communications were translated to Spanish.
Newsbridge has digitally transformed Cepsa’s media asset management workflow and secured its heritage, providing the company with a sustainable, cloud-based repository where media assets can live forever. The oldest media asset saved on the Cloud Media Hub is a photo of Cepsa’s Tenerife factory inauguration in 1930, a testament to the preservation that Newsbridge’s solution provides. Moreover, Newsbridge’s platform is extremely secure, featuring an Amazon backend and internal security protocols that will keep Cepsa’s archived content safe for decades to come.
Adopting Newsbridge’s cloud and AI-based platform has dramatically reduced Cepsa’s audiovisual storage energy consumption, and streamlined its production workflows.
Today, Cepsa can easily subtitle its content in multiple languages thanks to Newsbridge’s cloud video tools. Likewise, the platform’s innovative content searchability has been a boon for business, enabling Cepsa to reuse content freely, which saves the organization substantial money and resources. The platform’s auto indexing capability also lowers Cepsa’s operating costs, eliminating the need for manual indexing, and physical server storage space.
The ability to reuse files also brings consistency to Cepsa’s global branding, ensuring that all media content has the same look and feel. External file sharing capabilities enable Cepsa’s communications team to approve media for brand reputation control.
Sharing media content is as simple as a click with the Cloud Media Hub. Cepsa’s communications team receives instant notifications when a new photo or video is uploaded and available for review, speeding up the process of distributing content to key stakeholders.
“Cepsa is Newsbridge’s first customer in the energy sector, providing us with an opportunity to build unique datasets. Our work with Cepsa showcases the versatility of our cloud and AI solution for a variety of industries, and we’re excited to join Cepsa on their path to a more sustainable future."
Philippe Petitpont, co-founder and CEO of Newsbridge.
“The Cepsa Media Hub, as we now call our audiovisual archive, empowers and gives autonomy to our communications teams, while driving the digital transformation of our ways of working. Using Newsbridge’s cutting-edge AI to index our media assets results in greater process efficiency and a better search experience.”
Amaya Flores, Chief Internal Communications Officer and project owner.
Cepsa is a leading international company committed to sustainable mobility and energy, with solid technical experience after more than 90 years of activity. The company also has a world-leading chemicals business with increasingly sustainable operations.
In 2022, Cepsa presented its new strategic plan for 2030, Positive Motion, which projects its ambition to be a leader in sustainable mobility, biofuels, and green hydrogen in Spain and Portugal, and to become a benchmark in the energy transition. The company places customers at the heart of its business and will work with them to help them advance their decarbonization objectives.
ESG criterion inspires all of Cepsa's actions as it advances toward its net positive objective. Over the course of this decade, it will reduce its Scope 1 and 2 CO2 emissions by 55% and its carbon intensity index by 15-20%, with the goal of achieving net zero emissions by 2050.
Newsbridge is the leading AI company solving the video searchability problem. Powered by MXT-1 generative AI indexing technology, Newsbridge provides unprecedented access to audiovisual content by generating natural language descriptions of scenes including the automatic detection of faces, objects, logos, landmarks, written texts, audio transcripts, and semantic context.
Whether it be for managing and accessing live recordings, clipping highlights, future friendly archiving, content retrieval or content showcasing and monetization — Newsbridge solutions enable smart and efficient media asset management.
Today our platform is used worldwide by TV channels, press agencies, production houses, journalists, editors, archivists, and sports rights holders to boost their production workflow and media ROI.
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