Marketing operations and creative work are both vital to an organization’s success today, but are they working together to maximize the results for their organizations? The 2019 In-House Creative Management Report from InSource and inMotionNow surveyed over 500 respondents to obtain a better picture of exactly how well marketers and creatives are working together, as well as whether the relationship is on the rise.
The report revealed that 47% of in-house creatives agree that the relationship between marketing and creatives is improving. Another supporting statistic is that 51% of in-house creatives agree that collaboration between the two groups is successful. However, only 45% of in-house creatives say that their team morale is high, and 31% claim that the inverse is true.
The 2019 In-House Creative Management Report also asked participants to list their biggest challenges in the workplace on a seven-point scale. The top two challenges among creatives were the speed that they are expected to work and the volume of demand for their creative work. Another notable challenge uncovered in the report was communicating with clients and meeting expectations.
Effective communication is a challenge that has been unveiled by all kinds of research beyond the Creative Management Report, and one good way to eliminate this problem is to nail down the creative brief accurately and effectively. Having expectations and deliverables in line early in the process is huge in terms of aligning everyone’s ideas and collaborating for a successful project.
Starting a project out with a thorough creative brief simply makes the rest of the process easier and quicker. Teams that receive detail-oriented creative briefs are 23% more likely to have a high team morale and 17% are more likely to say collaboration between marketing and creative is effective.
Even though marketers and creatives have struggled in recent years to successfully collaborate, the relationship is on the upswing and solutions to improve are likely much easier than anticipated. Collaboration and team morale could go a long way with good creative briefs, as this will speed up the process as well as align the team with one idea. Solving this problem could consequently solve a lot of the other problems creatives and marketers have been facing when working together.
The 2020 In-House Creative Management Survey is now open and we want to hear from you! Take the survey here.
This content was originally published in the article “How are Marketers and In-House Creative Teams Working Together?” by Marketing Charts. You can view the full original article here: https://www.marketingcharts.com/business-of-marketing/internal-collaboration-107610