Like Wine & Cheese, Marketing and Creative are Better Together Part 2: Blending Technology and the Human Touch
On February 27th, at the High Five 2018 conference in Raleigh, NC, inMotionNow presented a panel of creative industry leaders to share their insights on how Marketing and Creative teams can work better together. The panel was moderated by Alex Withers, CMO of inMotionNow, and included Robin Colangelo, VP on the Board of InSource, John Newall, President of McKinney, and John Lewellan, Director of Marketing Operations at Lexis Nexis.
During the panel, Colangelo, Newall, and Lewellan discussed how, when it comes to communication between Marketing and Creative teams, technology is not always the answer. Withers opened the discussion by asking the panelists how they create balance on their teams between technological and face-to-face communication.
Colangelo described how on her team they always start each project with a face-to-face meeting before jumping into their creative workflow software: “Without face-to-face meetings we are working in the dark”.
Lewellan agreed on the importance of having in-person meetings at the kick off of the project. On his team, they take each project on a case-by-case basis when the creative team needs more detail on a project. When that happens, the traffic manager takes the feedback from the in-person meeting and fills out the necessary tasks in the workflow software based on the discussion. Lewellan also described how, on the back end, his team uses creative workflow software to track on report on key metrics around the creative production process, such as how long it takes to review projects, how many rounds of revisions each project goes through, etc., so that the team can identify and repair gaps in the process.
Newall pointed out, that, from the agency perspective, you have to work the way your clients work. If they are very collaborative or have to run a lot of things through a committee, the creative agency has to work with that process. However, Newall emphasized that speedy collaboration is important to finding the best ideas: “I’ve never seen an idea get better over time, they tend to atrophy”. Specifically, Newall cited the Agile methodology as a great way to help clients be more iterative and interactive with the creative team.
You can read part 1 of the panel, Misalignment Between Marketing and Creative here.
If you would like to learn more about how creative workflow software can help your Marketing and Creative teams become better aligned, check out a live demo of inMotion.