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Marketing Resource Management: Where Your Creative Assets Fit
Marketing resource management keeps your people, budgets, and campaigns on track. But every one of those plans produces creative assets. Air is the system of record for that work: it keeps your approved assets organized, findable, and ready to reuse, and connects to the planning tools your team already runs.
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The world’s leading creative teams run on air
Where marketing resource management ends and your creative begins
Marketing resource management (MRM) software coordinates plans, budgets, timelines, and spend across teams, but it doesn't manage the underlying creative. Photos, videos, design files, and brand assets tend to scatter across multiple tools and desktops.
Air fills this gap as a dedicated visual workspace. It sits alongside your planning tools so creative and marketing teams can quickly find approved work and reuse assets rather than recreating them.
Your assets are the marketing resource most plans underestimate
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Search by what's in the asset
Air's Conversational Search lets anyone find assets in plain English, powered by AI auto-tagging, OCR, and facial recognition. No filenames, no folder archaeology, no pinging a designer. At Candid, that shift dropped the Lead Brand Designer's "librarian" work from up to 20% of her week to around 2%.
Consolidate every asset into one visual workspace
Air replaces rigid folder trees with Boards: visual smart folders where a single asset can live in multiple places without duplicating storage. Video, images, design files, and documents sit in one searchable library. Candid consolidated its library from Dropbox, Google Drive, and hard drives into one workspace that now holds 90,000+ assets and 5.5 TB.
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Keep one approved version
Version Stacking automatically stacks each new iteration on top of the original. The workspace stays clean, teams can compare or revert without renaming chaos, and only the current, approved version surfaces for reuse, so an outdated file never slips into a live campaign.
Keep feedback, approvals, and context on the work itself
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Turn scattered feedback into clear decisions
Annotations let stakeholders pin comments to an exact spot on an image or leave timestamped notes on a video timeline. This way, feedback stops living in email, Slack, and docs and starts living on the asset, where the next person can actually act on it.
Make approved work go further
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Turn one approved asset into many on-brand deliverables
Once work is approved, Air's Canvas tools help teams adapt it for every channel without a new project. Smart Resize adapts approved assets for specific placements, Skills turn repeatable edits into reusable workflows you can run across a batch, and Agentic Chat lets teams make bulk edits in plain language. All of these happen with the brand's fonts, colors, and rules applied through the brand kit.
Works with the planning tools you already run
Air isn't here to replace your MRM or project management software, but it does fill the asset gap they leave. Connect the tools your team already uses: Slack for approval notifications, Figma, Canva, and Adobe Premiere Pro for creation, Shopify, WordPress, and Sanity for publishing, and Zapier, Make, n8n, an MCP server, or the Public API to sync status and assets with the systems where you plan the work.
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Bring new assets in without the file-transfer scramble
Content Collection forms let photographers, freelancers, and partners upload straight to the right board from a single link (no Air account required) with your custom fields captured on the way in. Intake becomes part of the workflow instead of a pile of email attachments.
How Air fits into your martech stack
Think of it as a clean handoff. Your MRM or project tool owns the plan: who's doing what, by when, on what budget. Air owns the output: the assets that plan produces, and everything that keeps them usable (the marketing asset management side of the work). The two connect through integrations, so status and assets stay in sync without anyone copying files between tools.
Support every step of the way
Enjoy hands-on support from experts in creative operations, file digitization, and streamlined workflows.
Book a demo
Get a personalized walkthrough from a real human, tailored to your team’s bespoke needs.
Move your content
Get in-person support moving your content from legacy systems—metadata, rights, and version history preserved.
Take flight
Get ongoing guidance from a dedicated expert to structure and scale your workflow through best practices.
Join 1,000+ creative teams moving faster with Air
Stop remaking what already exists. Keep your marketing team’s most valuable resource—your creative—organized, approved, and ready to scale.
Marketing resource management FAQs
Marketing resource management is a system (usually software) for planning, executing, managing, and measuring marketing work and the resources behind it, think: people, budgets, timelines, campaigns, workflows, and outside collaborators. The goal is more efficiency, transparency, and control across the marketing operation.
Most MRM platforms cover campaign and project planning, resource allocation and workload visibility, budget or spend tracking, workflow and approval management, and reporting or ROI visibility. Some bundle a basic asset library, but MRM vendors themselves point teams to a dedicated digital asset management platform for the creative files, which is why teams usually pair a planning-focused MRM with a system of record for the assets.
No. Air isn't an MRM platform. MRM tools manage the plan—budgets, timelines, and campaign coordination. Air is a DAM with AI, an agent for creative tasks that goes further than a traditional DAM: it's the system of record for the creative your plans produce, and it connects to your MRM and project tools rather than replacing them.
MRM coordinates marketing resources and plans at a high level. Project management tools track tasks and timelines. Digital asset management platforms like Air manage the assets themselves: storage, search, versions, feedback, approval status, and reuse, with AI that adapts approved work rather than only tagging it. Many teams run a planning tool for the plan and Air for the creative, connected through integrations.
Not always. Enterprise MRM suites can be heavy for mid-sized teams, and they don't solve the asset problem either way. If your real pain is scattered assets, version confusion, slow reviews, and no shared source of truth, that's an asset-layer problem: fix it with a DAM built for creative teams and connect it to whatever planning tool you run.
Yes. Air integrates with Slack, Figma, Canva, Adobe Premiere Pro, Shopify, WordPress, Sanity, and automation tools like Zapier, Make, n8n, plus an MCP server and Public API—so your assets and approval status stay in sync with the systems where you plan the work.
Air's AI-powered Conversational Search understands what's inside an image or video, so marketers can find approved work by describing it. Boards, Smart Tags, and Custom Fields make assets filterable by campaign, channel, product, or region, and Version Stacking makes sure the version they pull is the approved one.