How The Best In-House Creative Teams Work More Efficiently
I first wrote about this in 2014 when, after visiting with enterprise marketing and creative services teams, I started to see the emergence of something I called the creative production supply chain - something I saw smart organizations designing and continuously improving to create a competitive advantage.
2 years later, after having met hundreds of enterprise marketing and creative teams, this approach is still very common - especially at organizations that have the most efficient in-house creative teams, so I thought it was a good time to highlight this practice again.
Why do enterprise marketing & creative teams take a supply chain approach?
+ It allows them to produce more assets.
+ It allows them to reduce the production time per asset.
+ It allows them to reduce their cost per asset.
+ It allows them to measure everything, identify what's broken quickly, and fix it.
All of which translates into being able to produce more assets, and make them available for campaigns.The advantages are real, and the advantages are significant.