MediaValet adds native Asana integration for marketing asset workflows

MediaValet has launched a native integration with Asana that brings its digital asset management tools into the work management platform, with no pricing, customer adoption figures or commercial terms disclosed. The release is a workflow play for enterprise creative and marketing operations teams, where campaign planning often happens in one system while approved assets sit in another.

The integration is built on MediaValet Unify, the company’s integration framework, and connects MediaValet libraries to Asana tasks. Users can browse, search, attach and upload assets from inside Asana, then sync new files back into MediaValet with associated metadata.

For operators, the non-obvious part is the bi-directional handoff. Asana is already used by many marketing teams to manage projects, approvals and deadlines. DAM systems are where approved brand and campaign files are supposed to live. The gap between the two creates routine but costly work: finding the current file, moving it into the task, updating fields and keeping old versions out of circulation.

MediaValet said the integration supports attaching multiple assets in one action, including asset links, CDN URLs and direct uploads, across Asana tasks, subtasks, comments and project overviews. The connection also uses Asana’s rule builder to route files into MediaValet based on status, assignee, due date, custom fields or new attachments, without custom scripts.

Metadata mapping is central to the launch. Custom fields in Asana can map to MediaValet attributes when assets are pushed into the DAM. Files can also carry information such as their originating project, task, assignee and due date, which should make them easier to search and organize after approval.

That function matters in campaign operations because version control tends to break down at the edges of process, not inside the repository itself. A DAM can hold the approved file, but teams still lose time if the asset has to be manually downloaded, reattached, renamed or refiled across a parallel project system.

Rob Chase, MediaValet’s president and CEO, said the integration puts the company’s DAM library inside the tool teams use to manage work, reducing the load on creative operations teams and supporting higher-volume content production. Those efficiency gains remain the company’s projection; it did not disclose benchmark data from early deployments.

The native Asana DAM integration is aimed at creative and marketing teams that plan campaigns in Asana while storing brand or campaign assets in MediaValet. It extends DAM further into execution workflows, a direction the category has been moving toward as content operations teams ask asset systems to do more than store final files.

John Horodyski, managing director for strategic client growth at AVP, framed the shift as part of a broader expectation that DAM software should integrate across the content stack and automate end-to-end workflows. His comments point to the same market pressure behind the Asana launch: buyers want fewer manual handoffs between planning, approval, storage and distribution tools.

MediaValet did not announce a new funding round, valuation, headcount target or revenue forecast tied to the integration. The release is a product expansion rather than a financing event, but it signals where DAM vendors are competing: deeper embedding inside the systems where creative work is assigned, reviewed and shipped.