New York, October 7, 2024

Embrace, a leader in business process management for media orchestration, announces an exciting new integration with Backlight’s iconik, a cloud-native media management and collaboration platform. This strategic partnership aims to simplify and modernize enterprise media supply chains by offering unparalleled flexibility and automation for media workflows.

With Embrace’s powerful tools Pulse-IT and Automate-IT, organizations can now harness low-code workflow automation and automatic generation of videos with graphics, seamlessly integrating with iconik’s media management and collaboration capabilities. This allows media companies to optimize their operations, enabling effortless adaptability and enhanced workflow efficiency both inside and outside the iconik platform.

“The flexibility of iconik’s media management, combined with our low-code orchestration tools, empowers enterprises to design customized workflows for any team — without writing a single line of code,” said Julien Gachot, CEO of Embrace. “Together, we’re enabling fast, scalable, and fully tailored media processes.”

Benjamin Desbois, COO of Backlight, added: “This partnership takes media management to a new level. By integrating iconik’s cloud-based and on-premise media workflows with Embrace’s simple AI-broker automation functions, users gain unprecedented control over the entire media supply chain — from content creation to distribution.”

Key Benefits

• Simplicity and Speed: With Embrace’s low-code orchestration, media workflows can be automated and customized in minutes, significantly reducing complexity.
• Tailor-Made Flexibility: Design workflows that meet specific team needs without requiring any programming expertise, ensuring seamless collaboration across creative, broadcast, IT, and marketing departments.
• Hybrid Cloud Management: iconik’s robust platform supports hybrid workflows, allowing teams to manage assets across cloud and on-premise storage directly from a browser.
• AI-Enhanced Media: Leverage AI for advanced tagging, transcription, and media retrieval, making asset management faster and more efficient.

Through this integration, global brands, creative agencies, media companies can significantly streamline production workflows, improve operational efficiency, and scale more effectively. The combination of iconik’s hybrid cloud capabilities and Embrace’s automation tools will simplify complex media management processes, offering faster time-to-value for enterprises worldwide.

About iconik

Iconik is the smart media management and collaboration hub built for the hybrid cloud. It allows users to manage cloud and on-premise storage from a single view, find content efficiently, share media, and collaborate with teams. It’s built for scale with AI-powered metadata enrichment, API-first extensibility, and usage-based pricing.

For more information, visit iconik.io.

About Embrace

Since 2015, Embrace has been transforming content creation at scale by connecting people, systems and processes. The company develops advanced automation, orchestration and collaboration solutions for the Media & Entertainment industry and global brands. Embrace’s aim is to unleash creativity and improve performance around video and graphics supply chains.

Our products are heavily used 24/7 by leading media groups such as ABC News, AMG-Mercedes, Arte, BCE, Be tv, CANAL+, Euronews, Eurosport, Hearst Networks UK, Madison Square Garden Networks, Mediawan Thematics, INA, Orange, Red Bee Media, RTL Group, ProSiebenSat1, Sinclair Broadcast Group, TF1, Warner Bros. Discovery.

Visit www.embrace.fr for more information.

Contact Information

Aline Rolland, Marketing & Communication Manager | aline@embrace.fr