Multi-brand tech company THG harnesses Bynder's single source of truth to unify teams and boost operational efficiency



  • 40,000+ assets stored
  • 1,000+ users
  • 225,000 asset downloads

Founded in 2004, THG plc has grown from a grassroots start-up to a global tech brand, providing a direct-to-consumer, e-commerce solution to some of the biggest brands in the world. As a key strategic partner to its clients, THG facilitates a multi-channel approach to brand building, customer engagement, and business growth rooted in its proprietary technology.

THG’s content creation business, THG Studios, facilitates the creative and content needs of THG and its wide variety of sub-brands. Alongside its proprietary e-commerce software, Ingenuity, THG boasts an impressive roster of brands, including leading household names like Myprotein and LOOKFANTASTIC.

LOOKFANTASTIC alone has seen a 40% YoY growth in e-commerce in the last four years, with 10 million unique monthly visits to its 30 localized websites. With THG Studios fueling the creative content engine, THG’s brands have grown to be world leaders thanks to smart brand storytelling, executing excellent campaigns, and delivering high-quality assets across all its customer touchpoints.

* All quotes featured in this story are attributed to Catherine Mellor, Director of Creative Operations and Solutions.

THG X Bynder: At a glance

With technology at the forefront of its business offering, THG and its vast, global infrastructure relies on a multi-faceted approach to marketing its Ingenuity platform and wider portfolio. Services to its clients include everything from web hosting and content creation, to analytical reporting and anti-fraud measures.

Stakeholders and collaborators were spread across an expansive network of different internal and external teams. As the brand’s complete commerce solution rapidly grew, keeping separated teams synergized, creating consistent content, and ensuring the brand’s messaging remained fluid was mission critical.

Bynder’s Digital Asset Management (DAM), and a wide array of additional modules, enabled THG Studios to centralize its asset repository while simultaneously bridging the gaps that existed between both internal and external teams. With all brand assets stored in one location, stakeholders business-wide know where to find the files they need, with no risk of using outdated, incorrect, or off-brand assets.

The need for DAM at THG

With THG’s complete commerce offering, its clients are capable of leveraging a wide portfolio of tools to build, nurture, and grow its market share. Benefitting from the same efficiencies as its own brands, Ingenuity customers via the Bynder DAM are able to share consistent, brand-approved content throughout their organizations.

With a mixed structure of teams (both internal and external), there was a heavy reliance on using a selection of unreliable, third-party software to share and manage assets in various stages of creative development.

“Our team was working with unconnected systems to manage our assets within the studio. While this approach offered some benefits in terms of flexibility, it also presented a number of challenges. For instance, using separate systems for different tasks often lead to roadblocks and inefficiencies that impacted our ability to collaborate. Moreover, this approach increased the risk of data loss and hindered file sharing across multiple platforms. In order to ensure smooth operations and protect our clients’ assets, we explored integrated and secure solutions for managing our studio’s workflows.”

Internally when assets had been created, they’d be handed off to other members of the marketing department, where they’d be stored either on a local hard drive or shared server.

While a shared server may seem like the logical choice for an accessible storage solution, in reality, it causes a myriad of problems.

The decision - Why Bynder?

THG’s position was certainly one that wasn’t unique, with thousands of brands offering an incredible product but struggling to manage and streamline its own asset delivery processes.

For many brands, the initial onboarding process can be a deal breaker for whether a piece of software is going to be adopted into best practices or not. But with Bynder’s DAM, THG could see that the functionality of the service was complimented by a clear and easy-to-understand interface, enabling a smoother buy-in process from stakeholders. Plus, THG’s need for rapid onboarding was reassured by countless customer stories detailing their own needs.

As a scalable DAM solution, Bynder is adaptable to the needs of businesses regardless of size, location, and industry. Bynder’s portfolio of industry-leading security features ensures that brands can create and react to markets, safe in the knowledge that wherever in the world they connect from, their data is safeguarded.

More than a DAM

THG can boast a rich asset repository with over 40,000 assets stored in the Bynder DAM. The implementation of Bynder's DAM technology has significantly reduced time searching for assets and teams across THG can now access assets instantly across the globe.

THG also uses a variety of other modules and integrations, all connected to the DAM. Via integration with their Product and Information Management system (PIM), THG Studios can directly upload assets into Bynder’s DAM, with a direct link to the PIM.

Plus, when working with external stakeholders such as freelance photographers, product photography can be automatically uploaded to the DAM and PIM, without needing third-party file-sharing or manual intervention.

“The integration of our PIM system with Bynder has resulted in a substantial acceleration of our speed to market. The immediate loading of product imagery into the PIM directly from Bynder significantly reduces our workload, as we no longer need to undertake the manual transfer of assets from one system to another. This streamlined workflow results in increased productivity and a more efficient use of our resources.”