Creative Operations

This series addresses innovation breakthroughs and process improvements in creative operations, using systems-based approach for managing the productivity, priorities, and allocation of creative and production resources across an enterprise and its creative ecosystem of agencies, designers, and trade craft professionals.

Automating Creative and Advertising Workflows at Newsday

Masterclass interview with James Kober, Newsday Corporation, describing how a multi-channel advertising operation uses DAM to drive process innovations, cost savings, and faster cycle times (8 pages) DOWNLOAD NOW

Driving Workflow Innovations into Large Media Operations

Masterclass interview with Vince DiPaola, CEO of Moksa Incorporated, explaining how the open plug-in architecture of DAM applications and automation of workflow activities in creative workgroups transform a DAM system into a process innovation platform (12 pages) DOWNLOAD NOW

BACKGROUND

According to Wikipedia, Creativity entails a mental process involving the discovery of new ideas or concepts, or new associations of the existing ideas or concepts, fueled by the process of either conscious or unconscious insight.

From a scientific point of view, the products of creative thought (sometimes referred to as divergent thought) are usually considered to have both originality and appropriateness.

In the fields of advertising, branding, and marketing, Creativity incorporates the principles of marketing management and, in particular, understanding the details and nuances of a firm’s marketing mix, often expressed in a creative brief, developing a creative strategy, and producing content suitable marketing or customer engagement processes.

CREATIVE DIRECTORS

Creative directors represents a formal job or position usually found within the Fashion, advertising, media or entertainment industries. However, creative organizations such as web development and software development firms may also employ creative directors. The job entails overseeing all aspects of product design.

In advertising, creative directors deliver advertising, branding, customer engagement, packaging, or promotional projects to clients, ensuring that the new branding and advertising fulfills the client’s marketing and customer engagement requirements as well as conveys the particular image or voice that the client wishes to associate with the company or product.

In other industries, such as videogames, a creative director has responsibility for the design, vision and direction of the product, differing from the role of a producer or project manager.

In advanced marketing operations and customer engagement firms, creative directors have all or most of the responsibilities indicated above in advertising and videogames, leading the development of multimedia applications and multimodal customer-engagement packages.

CREATIVE OPERATIONS

Creative Operations represents a systems-based approach for managing innovation and creativity within creative industries or creative service groups, applying the basic principles of operations management to the timely, on-budget delivery of advertising, branding, customer engagement, packaging, or promotional projects to clients.

Systems and technologies supporting creative operations include popular software applications from Adobe (Creative Suite), Apple (FinalCutPro), Autodesk, Avid, and Microsoft as well as dozens of audio tools, desktop publishing tools, digital image processing, and video editing tools.