Thon Group

Previous challenges

Before Bynder, Thon Group used an outdated DAM that supported only a limited set of asset types, and access rights were inconsistent and hard to manage across teams. Without a shared structure, every department built its own taxonomy from scratch, leading to duplicate work and assets. Frustrated by a system no one wanted to work with, employees turned to Dropbox and personal hard drives instead, which only deepened business silos and made it harder to find and reuse existing assets.

Requests for new content were often one-off and reactive, with no standardized templates/assets, making it an uphill battle to maintain brand consistency and create content at scale. As Madeleine describes it, “When we changed our names, we had people going into Photoshop and just removing parts of the logo themselves. So we knew we needed to have a platform where people could easily find the new logos and brand guidelines.”

Solution

To support widespread adoption of Bynder across its complex enterprise, Thon Group created a network of “stewards”—one from each department/business area—who champion Bynder locally to ensure the platform supports their unique needs, now and as they grow.

One of the biggest benefits of Bynder has been coordinating the rebrand of its shopping center network. Many of its shopping centers previously had their own independent branding, supporting assets, and content workflows. That meant a lot of duplicate work, with local editors fielding a steady stream of ad hoc content requests. 

Bynder has empowered a radical shift away from siloed, ad hoc working, enabling everyone to self-serve approved, channel-ready brand assets and guidelines in one place. This was essential to a successful rebrand. As Madeleine mentions, this undertaking “wouldn’t have been possible without Bynder.”

Coinciding with the rebrand, Thon Group turned to Bynder’s CX Omnichannel to deliver optimized content experiences at scale across every Thon-owned website in Norway and Sweden, covering hotels and shopping centers to real estate.

Before Bynder, assets had to be manually downloaded, resized to fit each channel’s specs, re-uploaded, and updated in the CMS. Images served on websites were bulky and unoptimized, slowing load times and hurting SEO, while employees lost hours to repetitive admin.

CX Omnichannel now does the heavy lifting, automatically transforming, optimizing, and delivering assets to the right channel and audience across 500+ domains, from owned websites to newsletters and partner pages.

Connected to Thon Group’s existing systems through composable integrations, CX Omnichannel has already served 397M+ assets across the group’s digital ecosystem in six months alone, achieving a level of scale that was impossible with its previous setup.

Results

• 970+ users and 163,000+ assets now live in one governed system of record
• Rebrand of 80 shopping centers coordinated and unified with Bynder as the operational backbone
• 397M+ assets served via CX Omnichannel across 500+ domains within six months
• On-brand and optimized content experiences distributed at scale across every part of the business

What’s next?

Given Scandinavia's strict accessibility standards, Thon Group is excited about using Bynder’s AI Agents to automatically generate compliant alt text for images at enterprise scale, alongside AI-assisted multilingual tagging as the group's international footprint grows.

That appetite for harnessing more value from Bynder is showing up organically across the business, too. Madeleine points to Bynder's new MCP server, which enables AI assistants like Claude or Copilot to access governed and approved brand assets directly from the Bynder platform.