inMotionNow Brings Creativity Wall to HOW Design Live 2018; Aims to Help Marketing and Creative Build Better Workflow Together
Raleigh, NC – April 30, 2018 – inMotionNow is breaking out LEGO® blocks at the 2018 HOW Design Live conference in Boston this week. The company is setting up a creatively-themed booth (booth #107) that will feature an interactive wall of blocks and giveaways including lap-top decals and a chance to win a customizable “figurine persona” such as Christy the Creative Director, Megan the Marketing Manager, Greg the Graphic Designer, and Mark the Marketer.
The company provides workflow management solutions that facilitate better collaboration and more efficient processes between creatives and marketers. The booth at HOW Design Live aims to underscore the challenges and opportunities by playing on the theme from The LEGO Movie.
“The narrative portrays two types of LEGO players: those that strictly follow the instructions for each toy and those that do not. In other words, some people build what’s on the box and wouldn’t dare to blend blocks from different LEGO worlds while others, fueled by imagination, mix and match scenes in the pursuit of original creations.
In the film, these two personas are represented by creative kids and their rule-following parents. This left brain-versus-right brain dynamic also exists between marketing clients and their creative teams. Modern, data-driven marketers tend to be more scientific and process-driven while creatives need to operate in a more artistic world of imagination and creativity.
The LEGO Movie shows that it’s possible for both of the approaches to coexist peacefully. In the modern marketing team, it’s imperative that both of these styles and approaches coexist.”
The word imperative is operative because marketing has never been more dependent on creative, according to findings from the 2018 In-House Creative Management Report. The survey queried 400 marketers and creatives and indicated business may be underinvesting in their creative teams even as they ask for exponentially more creative work to fuel the proliferation of digital campaigns and marketing automation.
More specifically the report says creatives spend about one full day every week, or 20% of their time annually on administrative tasks, rather than creative work. This means chasing down information to begin work, following up on reviews and approvals and project management.
The study found the key to improving the creative process begins at intake: 42% said inadequate creative briefs was the biggest challenge in creative workflow while 67% of respondents said obtaining the necessary information just begin work was difficult or very difficult.
“Creativity isn’t something we can purchase on demand, so it’s important to provide creatives with the headspace to do what they do best,” wrote Withers in the concluding paragraphs of his contributed article. “If your creative team is chasing marketers for feedback and review, or if marketers are chasing individual creative team members for status updates, the distraction can significantly impact creative output in terms of both volume and quality.”
Attendees are cordially invited to visit booth #107 at How Design Live to explore or rekindle their creative roots and have a little fun.
Note: For readers that are unable to attend HOW Design Live, inMotionNow is hosting a complimentary webinar on May 22, 2018, at 2:00 p.m. EST (11:00 a.m. PST) called Marketing & Creative Build AWESOME Together: What we can learn from LEGO.
inMotionNow is not affiliated with LEGO.