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  • Writer's pictureJulie Marshall

My top 6 takeaways from the Creative Operations event London 2022

Updated: May 16, 2022


The Creative Operations events are amazing forums for brands that in house, are agency based or are part of a unique structure, to examine and explore different models.


I'm delighted to be getting involved with the Creative Ops Europe event on 15th June where I will be facilitating discussions around turbo charging creativity with IBM and making the most out of your current platforms.


For those who couldn’t make it to the London event earlier in the year and to offer a taster of the types of topics covered at these events I thought you might find my 6 key takeaways worth a read.


1. Make sure your team have a crystal-clear understanding of your target audience and your values so that all content is hitting the mark. This was successfully demonstrated by an engaging presentation by Peter Davies @ Asos who described how they have successfully created a replicable path channelling into one workstream that delivers 5,000 approved assets per day.


2. Charlotte Cole @Farfetch shared with us her belief that it is vital to test & learn at all stages of the creative process and to expect that sometimes you will fail. She shared with us her research first approach which can prove challenging in their market of luxury fashion, as it is so fast pace. They not only start each project with insights but also test rinse and repeat everytime!


3. It’s essential for success to take a seat at the top table. Jeff Garner Aquent studios hammered home the need to saying no to requests that do not deliver the strategy. Instead add value through offering up alternative solutions. This can be as easy as knowing your back catalogue of work inside out.


4. We all recognise the importance of our people so this was a key topic. The view was that it is essential to listen to your teams and empower them to adapt their working day to what works for them. Jessica Ezeogu M&C Saatchi talked about the importance of manufactured fun to build culture and creativity. Craigh Lewis described how he involves people from all functions in the creative process to develop integrated ways of thinking.


5. Maximising Innovation: Mark Stocker The Very group raised the question with the panel regarding the impact of the Meta Verse and future innovations. The consensus was; as a creative lead you don’t have to be an expert, but you do need to conduct due diligence and have an opinion on how key innovations can impact your clients.


6. Mastering Martech and the need to connect across tech is essential. Theresa Regli talked about the importance of integration such as plug ins to your DAM to reduce time and allow better use of assets. She thinks “How you adapt assets can be more creative than the initial concept”. So, creating assets in templates allows them to be reused and repurposed.


If you've found this useful and would like to chat more about your creative operations model please do get in touch.


I hope you can join us for the Creative Ops Europe 2022 on 15th June 2022.

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