Managing
Creative Operations

Creativity is associated with branding, marketing and advertising. A creative project must grab customers’ attention and show how different you are from your competitors. There must be a brand message that succinctly conveys the most important selling points of your products.

Being a creative professional can feel like an endless juggling act: balancing creative work and managing requests from managers and clients. Far too often, creative projects tend to have miscommunications between teams, bottlenecks during a review and approval process, and missed deadlines. As business challenges grow in complexity, the need for digital marketing firms, advertising agencies, branding studios and other businesses to invest in a creative operations software becomes clear. Creative operations includes communicating and collaborating, and also the automation of a few of the technical and business processes. Unfortunately, putting this concept into practice isn’t always easy for many organizations.

As you would expect from an operational role, there are ways to measure progress in creative operations. An efficient creative operation brings structure, process, and metrics to the creative workflow to optimize timeliness, capacity, and costs. Those companies with mature functions have their key performance indicators like number of revisions before approval, review-cycle times, time from asset request to publishing, and asset reuse, in place.

What is Creative Operations?
Creative operations is the framework that optimizes workflows within creative and marketing teams, ensuring that projects are delivered on schedule. The goal of creative operations is to improve the workflow, making it more structured and effective for content creators. But evolving corporate strategies around missed deadlines, approval bottlenecks and bloated budgets is not an easy practice.

This article will go over everything you need to know about creative operations: how to brainstorm together, communicate seamlessly and reach deadlines every time, and how you can start implementing it within your own organization.

Streamline creative workflows
Creative operations is all about supply and demand: that is, the ever-growing supply of content being created, and the higher demand for that content. As there is a need to repurpose and reformat creatives for various channels, disorganization prevails. Sharing of assets also gets quite complicated when teams use emails, text messages, documents, files rather than a more collaborative environment. Employees are likely to shy away or pass the buck from these difficult situations rather than step up to them.

Reviewing the creative workflow for the existing work processes helps understand exactly where the issues are. Connecting with key decision makers of the company on the root cause of the issues can identify a way out. This visibility over work-in-progress helps to see where the bottlenecks are in the creative process.

Creative operations have to provide creative teams with everything they need to focus on production. By encouraging a truly collaborative workflow, by gathering data, and clearly identifying where the issues are, creative operations aims to prevent this disorganization and streamline the creative process, which in turn provides more metrics and visibility.

Creative team
Faced with marketing demands for more volume, creative teams are struggling to maintain control and visibility into their work while rushing to create more assets and deliver campaigns quickly. They are hampered by inefficient processes that take the creative team’s valuable time away from revenue-generating work, pressurizing them to be productive rather than creative.

A creative team depends on the type of company; a creative team in an advertising agency consists of copywriters, editors, graphic designers, developers, producers and project managers. It’s clear that creative team members need different structures and deadlines within each campaign project. When managing a wide variety of marketing projects with demanding timelines, different team members, and many sub-components, taking the same approach as an engineering department isn’t going to work for a design department.

Ensure creative operations include enough space for different types of members to interact, design and execute campaigns. By adopting an evolved approach to workflow management, you can ensure your creative team stays on top of deadlines, updates progress, and even innovates.

Technical potential
Creative processes can get complicated with the many feedback loops, and a ton of different stakeholders to manage. Workflow technology can help improve and fine-tune your business processes, increasing visibility with valuable analytics that help you understand how long a project is taking or how best to allocate your limited resources. Data should be driving all of your business decisions and this means cracking down on time tracking and reviewing past projects to plan for future ones. These metrics help determine the work creative operations do within a company, measuring success through the use of technology.

Getting the right tool is important though, as one size does not fit all. Adding tools and metrics that can better measure the creative process, creative operations helps you understand and improve the way that creative work is performed in your organization.

DAM for creative operations
One of the most basic forms of a creative operations software is Digital Asset Management (DAM). Linking up creative operations with a digital asset management system makes your marketing department more efficient and productive. The primary purpose of this software is to manage the lifecycle of a brand’s digital assets. It is much more than just a digital content storage solution. It organizes your creative and marketing assets under a single roof, making it easier to find the content you need at the right moment.

Remove part of the creative operation procedure by using the storage provided by DAM. It will keep you technologically current and provide easy access to creative content.

Conclusion
As demands increase and work gets more complex, technology has a greater role to play. However, successfully implementing creative operations into your company will require careful planning – from helping creative teams identify weak points and work more efficiently, to making data-driven decisions. An investment in a Creative Operations Software provides enterprise software solutions that is needed in order to add creative operations to business.

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