Today there are more than 11 million marketing and creative workers in the EU. You can find their work everywhere: from rail ads though to our favorite mobile apps. Their creativity sparks emotion, makes us think, tells stories, and compels us to act or buy.
Better Marketing and creative processes is the key to delivering standout work
Marketing and creative experts are in constant competition with other marketers for consumer attention and dollars. That means there has never been more pressure to stand out. Modern marketing and creative teams are consistently expected to push campaign boundaries and deliver inspiring, original work. The only snag is you’re spending more time than ever on work about work instead of the creative thinking needed to build something amazing.
Work about work
- Creative requests: Marketing and creative teams are often bombarded by work requests from all directions, including email, chat and the infamous office drive-by. These requests don’t always map to strategic team goals and sometimes they don’t even include the information needed to kick off work. The more time you waste trying to gather key details like messaging, audience, or distribution channel, the less time you have for creative thinking.
- Feedback: When stakeholder feedback is vague or out of context, the revision process can be both confusing and frustrating. Teams have access to more communication tools than ever before, but they’re also digging through these channels to compile scattered feedback for creative work. Once they do find feedback, it’s not always clear what they should do with it.
- Workload management: Lots of teams struggle with managing their available hours, especially across global offices and dispersed teams. You want every teammate at peak capacity, but at the same time you don’t want workloads to be so heavy that they can’t take on additional ad hoc work as needed. You could guess at what that right balance is or call regular check-in meetings, but at the end of the day neither of those solutions will work long term.
These challenges highlight a breakdown of process. I know how that sounds. You’re probably thinking to yourself that more process means more red tape for your team, but the truth is process and creativity are not at odds with each other. When process is done right your team doesn’t slow down, it speeds up. Great process automates steps, keeps people aligned, and helps you reach your goals faster. Top brands like Sony Music are already realizing huge productivity gains by investing in their marketing and creative processes, and it won’t be long before other marketing leaders focus on making the same kind of business impact.
The bottom line
Marketing and creative teams need a common solution if they want to hide confounding factors in the process. Asana believes that clarity of plan, process, and responsibility is the key to eliminating bottlenecks and burnout from the creative process. The young company already has a customer base of more than 70,000 global companies. All of them have paved the way for a corporate culture of creativity, coordination and collaboration with a common labor administration platform.