refresh your creative process: best practices to get teams moving faster
TRANSCRIPT
Refresh Your Creative ProcessBest Practices to Get Teams Moving Faster
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#createbetter
The Dreaded Triple Constraint
Fast Good
Cheap
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The Dreaded Triple Constraint
Fast Good
Cheap
But this is what I want!
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…and MORE!!!
73% of marketers expect to produce more content in 2017 vs 2016
Source: Content Marketing Institute
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Creative output is the bottleneck to your marketing execution
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of marketers say producing content is a top challenge
60%Source: Content Marketing Institute
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One-third of creative projects are late or overbudget
Have you missed a project deadline (or run over budget) in the last 12 months?
Yes33%
No67%
Source: Hightail survey
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Poor project management is top reason projects are late or over budget
Unclear client feedback
Inefficient review process
39%
66% 64%
Poor project management
Unclear approval process
32%
26%
34%
2%
25%
Why do you miss deadlines or run over budget?
Source: Hightail survey
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A broken creative process has tangible costs for your business
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Managers spend 30-60% of their time in coordination meetings
Source: Boston Consulting Group
Lost Time
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30% annual employee turnover rate
Source: MediaPost
“Too many rush projects, poorly planned projects, and lack of project direction.”
Lost Morale
CONFIDENTIAL
Digital Designer
$137/hrArt Director
$178/hrChief Creative Officer
$861/hr
Creative Director
$283/hr
Account Exec
$98/hr
Lost Money
Over 40% plan add more agencies and freelancers to help create contentSource: 4As Survey & AdAge
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Improving creative efficiency is imperative to your success
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The Creative Process is Complex
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Source: Content Marketing Institute
of marketers don’t have an effective creative process
75%
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Team Dynamics Contribute to the Problem
ManagerMaker
Stakeholder
Unique projectsHeterogeneous teamsAsymmetrical powerDifferent needs
Physically dispersedNo shared solution
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66% of creative teams mostly get feedback in email
But only 30% think email is effectivefor getting feedback
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“Stop ‘collaborating’ with me!”
PrioritizeConceptualize
Compartmentalize
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“Why doesn’t anyoneupdate their tasks??”
OrganizeSummarizeCatalyze
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“Are we going to land this thing?”
AnalyzeMobilizeEvangelize
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Five tips for refreshing your creative processand getting the most out of your team
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Clarify RolesConsider RACI
Assign deliverablesDelegate creative control
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Consolidate FeedbackSpecify feedback desired
Capture and process commentsFilter and articulate next steps
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Define TemplatesArticulate ideal project planEstablish clear milestonesAutomate repetitive projects
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Get AgileHold regular stand-ups
Deliver rounds frequently, iterativelySelf-organize teams
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Standardize Your ToolsMake accessible to full teamEliminate information silosEstablish consistent usage
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of marketers have a process in place to aggregate, organize, and manage visual assets being used
across their marketing teams
Only
27%
Source: CMO Council
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Precise feedback
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Precise feedback
Assigned tasks
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Precise feedback
Assigned tasks
Updated versions
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Precise feedback
Assigned tasks
Updated versions
Clear approvals
Reduces review turnaround times from
4 days to 1
Saves 4 hours per shoot
Saves 5-10 hours per project
Speeds up review process by 35%
Gets feedback on-time
Saves 10 hours per week
Improved Creative Efficiency
