The role of creative operations
Creative Operations team is responsible for defining the creative process and making creative production as efficient, productive and compliant as possible. They work to customize workflows with creative products being produced, revised, and approved to meet stipulated deadlines and stay on budget. Creative operations is also accountable for setting up people, processes and technology to deliver the creative output to the maximum capacity. They constantly work to identify tools to reduce inefficiencies in the creation production lifecycle and work with vendors to implement the latest technology solutions.
Typically, creative operations focus on the following objectives to successfully deliver projects:
- Timely delivery of creative projects within budget
One of the most key factors in creative projects is indeed the project deadlines. The operations team sets deadlines and priorities for projects, execute specified processes and define milestones for delivery. In order to achieve an efficient workflow for creative production and remove inefficiencies, the team needs to identify and implement the right technologies to monitor and maximize the throughput.
- Tracking applicable KPIs and measurements
In order to monitor the quality & timelines of delivery, creative operations sets trackable metrics for the creative team, such as turnaround time per project, estimated vs. actual project time and budget, and so on. Tracking enforces accountability, increases the process efficiency and improves the customer deliverables. This boosts team and personal productivity, while ensuring minimum quality of delivery and raising customer satisfaction levels.
- Equipping creative teams with tools and resources
In order to improve the KPIs of creative operations, the team needs to be empowered with the right set of technologies. This can include access to digital asset libraries, the latest brand assets, creative tools, and workflow platforms. In order to operate on a 24/7 production schedule, the team should ensure that there are appropriate tools to assign & monitor tasks, automate workflows, proof creatives online and transfer tasks to other locations in case of disruption in services.
Considerations for choosing the right technology
Creative operations needs to evaluate technology solutions that not only improve the overall process efficiency but also can be implemented in an non-intrusive manner.
The following are some of the key considerations:
- Does the technology support configuration of custom workflows and media briefs for different projects and deliverables?
- Does the technology enable the team to meet growing volumes and increase efficiency and throughput?
- Can the marketing teams readily search and find the digital assets created by the creative teams?
- Can the assets be stored centrally and distributed in a secure manner?
- Can the creative teams readily access and share the project files? Would they be able to collaborate efficiently?
- Can the technology ensure brand consistency across the board?
Benefits of technology enabled operations
- Faster time to market:
Technology enables custom workflows and collaborations features for creative and marketing teams to work together more efficiently. It helps to remove gaps and bottlenecks in process, eliminates administrative overheads and empowers the teams to deliver high-quality output within stipulated deadlines.
- Better collaboration:
Teams across different locations can work together on projects minimizing obstacles with workflow, collaboration and sharing media files. Active and completed projects can be located with equal ease, enabling the teams to not only track ongoing projects but also draw inspiration from the completed ones.
- Ensure brand uniformity:
A Digital Asset Management (DAM) system allows the users to easily locate assets that have brand compliance and are already approved by marketing. In a central library, all team members can search for the resources they need and convert them into a variety of file sizes and types. Instead of relying on team members, creative team can easily find the assets they need for projects by themselves.
- Scale up production:
With the right tools, content production workflow and asset management become more scalable. Users participate and get notified during appropriate project milestones in the creative workflow, proof creatives online, and have instant access to the latest version of assets. The overall productivity can be improved further by integrating with existing systems and automating repetitive manual tasks.