Scaling Production for Creative Teams

Scaling Production for Creative Teams

Creative teams are challenged more than ever to increase the volume and speed of their production.

For example, among our customers alone, we have:

  • An airline that creates daily promotional emails, newsletters and campaign resources for their travel agents, social channels and websites,
  • A meal distribution company that creates weekly recipe collections in over 40 countries, with print, digital, social and video campaigns, and
  • A manufacturing company that collaborates across North American, APAC and European divisions to jointly produce content, product collateral and promotional campaigns.

All these real-life scenarios require a high-volume of output from creative production teams, and 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

The pressure being put on the creative department is at an all-time high, with every campaign and channel requiring time-sensitive unique visuals. Multiply that by the various required formats, dimensions and styles, and it can quickly become a losing battle for creative teams.

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 content production, creatives are expected to learn and understand video, A/B testing, visual strategies, and even artificial intelligence. Basically, creatives teams are continually expected to do more with less.

Global Operations and Distributed Teams

Historically, creative teams have worked in single locations - in the same office, with the entire team accessing a local server to produce content at rapid speeds. Today, however, more and more people work across various offices or even remotely. While this allows 24/7 production levels, it creates a challenge with sharing files and collaborating effectively across offices. Cloud technologies have been introduced to address global distribution, but the process of downloading content from the cloud slows down the speed of overall production. This problem only multiplies when using higher-resolution content, such as large-scale photo and video files, as downloading and uploading becomes even more time-consuming.

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:

  1. 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.
  2. 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.
  3. 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.

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