inMomentum, inMotionNow’s annual customer conference, went virtual for 2020! inMomentum: The Virtual Experience, which took place June 8-12, brought the best parts of the in-person event to the comfort of attendees home offices. Attendees spent the week with other workflow obsessed creatives and marketers hearing from industry leaders and peers, as they dug into topics around creative strategy, change control, organizational models, agility, content creative, collaboration, and KPIs. Here are some of the highlights from the week.
Making Consistently Great Content at Scale – Matthew Rayback, Adobe
Creative teams are on the hook for supporting a content landscape that gets more massive and complicated every day. But in the rush to efficiently and cost-effectively create content for dozens of channels and sometimes millions of customers, creative teams often feel like they’re forced to sacrifice creativity and quality. And without a shared idea of what “quality” means, the waters get even murkier. In his keynote session, Matthew shared a strategy for creating content that is transformative, useful,, and engaging.
Optimize Your Internal Agency Model – Chelsea Pritchard, Wolf & Company, PC
Building and growing your creative team is key to hitting your organization’s business goals—from increasing leads and growing revenue, to showing impact of ROI from events and driving content engagement. But is your creative team structured to succeed? Chelsea shared three ways to optimize your internal agency structure, meet your organizational goals, and align with your project management needs.
Leverage Agile and Lean Principles to Accelerate Your Creative Team – Brian Kessman, inMotionNow
Many creative teams struggle to provide stronger digital-first thinking, quicker delivery times, and lower costs with their current operating model. Their volume and quality of work, team morale, and client satisfaction suffer as a result. If this touches a nerve, it’s time to rethink how your creative team works. inMotionNow’s Head of Business Strategy, Brian Kessman, provided practical guidance for how creative teams can deliver impactful, quality work — faster, smarter, and with greater agility than by using traditional service models.
Create, Implement, Win, Repeat: The Secrets to Effective Change Control – Erica Fresh, ZAGG
In her Day 1 session Erica Fresh from ZAGG walked attendees through the ins and outs of her battle-tested process improvement and change control strategies that ensure phenomenal creative can be produced even for teams that handle multiple brands in streamlined, efficient, trackable ways.
How to Go From Order-Taker to Strategic Partner – Ilise Benun, Marketing Mentor & Andy Brenits, InSource
Now more than ever, creative teams have more responsibility to be creative partners to clients. The demands from stakeholders are higher and the expectation is that a creative professional can (and should) be able to do everything, from client and project management to business and marketing strategy. Not only that: a creative team’s success can now be measured in downloads, page views and click-throughs, shares, likes and retweets, and, the ultimate metric: Return on Investment. So why are creatives still being treated like order-takers, rather than strategic partners? And, more importantly, how do we change that? Simple: show your value.
If you want more resources (time, money and staff) and more importantly, to have your contributions valued so that you are brought to the proverbial table earlier in the process, it is up to you to demonstrate how the creative work you do directly impacts the success of the business.
In this fireside chat Ilise and Andy shared:
- Change your mindset: Why they don’t value your creativity and what you can do to change that.
- Implement the tactics: Tangibles ways creative teams can (and have) started drawing a direct connection between their work and business outcomes.
- Show what you know. How to present creative work to showcase the strategic thinking behind it.
The 2020 In-House Creative Management Report: Behind the Scenes – Elise Hauser, inMotionNow
During this Day 2 session Elise took attendees “behind the curtain” to see the process for producing inMotionNow’s annual industry report. She shared how the marketing team at inMotionNow drinks their own champagne and has been able to streamline their process by leveraging inMotion ignite to reduce rounds of reviews by more than 60%!
Connecting Creative to the Brand and the Business to Drive Results – Colleen Phelan, Delta Vacations
Good creative drives business results. Period. But how do you demonstrate that to your CMO? In this session, Colleen Phelan, Director of Marketing Services & Web Customer Experience at Delta Vacations, shared her top secrets to:
- Build and select key processes, tools and technology that build a bridge between the marketing and creative teams, enable collaboration, and strengthen the strategic partnership
- Identify KPIs to track around creative production tied to business results
- Create strategies that improve your team’s relationships with stakeholders
- Craft creative best practices to move the brand forward