Creative teams are challenged more than ever to increase the volume and speed of their production. For example, an airline company promotes hundreds of destinations, with daily promotional emails, newsletters, campaign resources for their travel agents, social channels and websites. A meal distribution company creates weekly recipe collections in over 40 countries, with print, digital, social and video campaigns. A manufacturing company collaborates between North American, APAC and European divisions, jointly producing content, product collateral and promotional campaigns for international distributors across hundreds of their SKUs. All these real-life scenarios require high volume of output from creative production teams. Any delays in creative asset delivery would disrupt business operations and revenue flow. Here are just some of the challenges that creative teams must address to meet their business demands.
Speed of Creative Production
Pressure on creative production teams is at an all-time high. Every element of every digital program requires unique and compelling visuals. Multiply that by the variety of channels, each requiring unique formats, dimensions and visual style. This is the volume and complexity that creatives have to deal with every single day. The faster a company can produce visuals and videos for a product, promotion or service, the better chance they have to establish market share, engage their customers and grow their brand. In addition to the sheer volume of visual asset production, new areas of expertise are expected from creative production departments. This includes video, AB testing visual strategies, real time creative and even leveraging AI. However, budgets and resources remain the same, or are tightening. As a result, creatives teams are expected to do more with less, and most definitely cannot afford delays in production.
Global Operations and Distributed Teams
Historically, creative teams have worked in single locations; in the same office with the entire team having access to a local server which allowed them to produce content at rapid speeds and solved initial challenges around speed-to-market. However, more and more people now work across the globe in satellite offices. While this does allow 24/7 production levels, these satellite offices have different IT capacities and internet bandwidth, affecting production volume and team’s efficiency. With the increase in heavy media content such as large-scale photo and video files, sharing and uploading assets has become even more complicated. Cloud technologies have been introduced to address global distribution, but again cloud bandwidth affects asset download speeds and in turn the speed of overall production.
Scalability and Demand
With the expectations around speed and short turn-around times, creative teams and agencies must ensure scalability of their operations. This challenge can be broken into three factors:
- New Client Onboarding. When a new client is brought on, there is usually an immediate requirement to upload their existing brand and creative assets. Creatives assigned to the project require access to those resources but also new assets.
- New Product or Features. With every new product or feature organizations introduce to the market, new content needs to be created for multiple channels and previous collateral updated and distributed to every sales team, reseller, distributor and contractor.
- Acquisitions. From start up to enterprise organizations, acquiring new brands is a proven growth strategy. For that strategy to succeed, brand, content and digital materials have to be handled with precision. Whether it is updating every single logo with the new joined logo version across all digital properties, content and resources or merging creative teams, content and materials into a single organization. When acquisitions are part of the strategy, ability to adjust to new users, new systems, and a high volume of new assets is a requirement.
While considering these challenges, organizations are beginning to manage Petabytes of assets which many legacy technologies cannot scale. When these volumes of assets are replicated and geo-replicated to ensure disaster recovery and business continuity, platforms must accommodate for double or triple the volume of existing and future assets.
To learn more about these challenges, real life cases and solutions check out our webinar: How to Effectively Scale Your Creative Production.