Improve planning, collaboration, and production of creative assetsfrom 'concept' to 'approved'

Introduction toCreative Operations

Written By: Nish Patel, CEOConceptShare

Creative Operations is thefield responsible forincreasing timeliness,capacity, and compliance inthe creative productionprocess.

TIMELINESS

Creative Operations helps you understand:

+ Have we delivered approved assets on time?

+ Are we currently delivering approved assets on time?

+ Will we be able to deliver approved assets on time?

CAPACITY

Creative Operations helps you understand:

+ Have we maximized our asset production capacity?

+ Are we currently maximizing our asset productioncapacity?

+ Will we be able to produce more assets with the sameor fewer resources?

COMPLIANCE

Creative Operations helps you understand:

+ Did our approved assets follow the required review &

approval process?

+ Are we currently at risk for not adhering to brand &

regulatory compliance policies?

+ Will we be able to ensure adherence to brand andregulatory compliance policies?

COST

Creative Operations helps you understand:

+ What is our historical cost per asset?

+ What is our current cost per asset?

+ Will we be able to reduce our cost per asset?

The big shift towardsCreative Operations

Marketing trends like big data,omni-channel marketing, andmobile means Marketing &

Creative need to producemore assets ... faster.

The demand for Creative Operations professionals has

significantly accelerated in the last 5 years.

20,000

50

2010 2015

Creative Operations Professionals on LinkedIn®

Priorities for Creative OperationsProfessionals

+ Institutes structure & process around Advertising, Marketing, andCreative production

+ Oversees & ensures compliance with each phase of internal &external review & approval process

+ Works closely with Creative & Marketing to ensure priorities areclearly established and achieved, meeting deadlines, and withinbudget

+ Implements process & technology to increase timeliness, capacity,and compliance and reduce marketing & creative production costs

5 signs you need tothink about

Creative Operations

People are frustrated with the current

process

+ Creative is frustrated with constantly receiving unclear feedback,inefficient Review & Approval tools like email and job bags, and theneed for constant re-work on assets.

+ Reviewers are frustrated with being unable to articulate feedback,not seeing change requests actioned, and having to managemultiple feedback reviews in email or other inefficient means.

+ Marketing is frustrated when deadlines are missed andcampaigns can't launch on time and they don't have their assets.

You know there are bottlenecks, but

can't find them

+ Everyone on the team "feels" there are steps in the process thatare slowing things down, but you can't pinpoint the root cause

+ You don't have the data you need to get to the root cause ofproduction inefficiencies to fix the problems

+ You need a way to get insight into what's actually happening, andmeasure every step of the process so you can move from "I feel" to"I know"

You need to improve production

capacity - but can't hire more people

+ You don't have the resources to execute on all of the marketingopportunities you want to take advantage of

+ Your biggest obstacle is the inability to produce enough assets tofill all of the campaign opportunities in front of you

+ You need a way to get from "I need an asset" to "I have an asset"faster, with the same or fewer resources

No one owns the creative production

process

+ You have a team that are all focused on their individual roles, butno one manages the process around all of the work

+ No one is asking the hard questions like "How do we do thingstoday - how can we do them better?" - and anyone that does,doesn't have the bandwidth or resources to have an impact

+ No one is tasked with building the strategy and implementing theright technology and processes to improve productioninefficiencies

Deadlines are missed

This is a big one. It’s a huge catalyst for asking “What should we bedoing better, and how can we optimize our process?” That’sbecause missed deadlines have an impact on the business thatyou can’t ignore. The deadline was set for a reason, and missing itoften triggers a reaction, since the consequences are real.

When deadlines are missed, it’s a common first step on the path tosomeone saying “We need to look at our creative operations.”

Now that you have an

understanding of what

Creative Operations is, how it

helps Marketing & Creative

teams, and the biggest

indicators that you're ready for

it - it's time to start researching,

and exploring your options.

ConceptShare is a Creative Operations Platform that helps Marketing & Creative teams deliverapproved assets faster. We improve planning, collaboration, and productivity from 'concept' to'approved' with integrated features like online proofing, creative project management, andanalytics.

www.conceptshare.com

Learn more aboutCreative Operations

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