This document discusses improving content creation processes through "digital decoupling". Currently, brands work with various creative agencies and production partners in a siloed manner, which results in inefficient processes and a lack of content reuse. The document proposes centralizing production with a single partner to gain efficiencies through scale and integration with platforms like DAM, CRM, and analytics. This optimized model allows content to be distributed across multiple channels like digital signage, websites, apps, and more to deliver personalized experiences. Project managers work at client offices to coordinate requirements and ensure production meets deadlines and quality.