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Technology for creative operations

Author: Dickson Bueno
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Selecting the right platform for optimal data

HH Global’s Director of Creative Operations, Dickson Bueno, is a recognized creative practitioner, leading the revolution of the creative space from the aesthetic to the practical for global Fortune 500 brands. A member of the Creative Operations Advisory Board, Dickson is a regular contributor at COA events. At the upcoming Creative Operations Exchange 2017: Key strategies and insights to improve the operational efficiency of your creative team,  Dickson will be presenting his insights to marketing and creative directors on “Technology or Not? How to Use Appropriate Tools to Complement (not Supplement) Your Creative Team.” Here is a read on Dickson’s view of the key to selecting the right technology for the success of a creative operations team as the final piece of his latest blog series.

Buy it, use it, break it, fix it,

Trash it, change it, mail, upgrade it….”*

We’ve identified the importance of people and process as part of creative operations, but there’s one final piece that is integral to the success of creative ops and that is technology.

In previous post we touched on the importance of adaptability in this ever changing global marketplace and how important it is for businesses to evolve in order to thrive. Well a big contributor to both the cause and effect of that evolution is tech.

The speed at which tech has influenced the consumer experience has been challenging to keep up. The industry has had to adjust to keep up with consumer behavior and content velocity, and what better way to get ahead of those changes than using the very thing that drives them - technology!

For creative services, tech plays an integral part of that evolution. It allows us to plan, react, and modify effectively. It provides the tools we use and need to measure efficiency while allowing the flexibility to grow and adapt based on client needs. Technology gives us the data needed to assess our team productivity, our speed to market, and the quality of the service we are providing. But for many, the question is what platforms to use?

The truth is there’s no one-size-fits-all technology platform that suits every business; in fact, there are dozens of tools and products in the marketplace now, each catering to the creative community with the ability to provide tools for project management, time tracking, and analytics. Identifying the right product(s) for your business is a matter of first defining what data you’d like to gather and then working to see what bundle of products can provide those analytics.

Elements to consider when reviewing products all vary from business to business, but for a creative studio there are some standard metrics you should gather:

  • Time tracking for creative
  • Efficiency of the studio
  • Quality of the creative output
  • Estimated time vs actual
  • Revision rounds
  • Asset Management

Metric outputs will vary between different products. For some businesses the current product offerings may not be enough. In those instances look for solutions that can be customized to fit your specific needs. At HH Global we’ve done a great deal of customization on existing platforms in order to provided the data and analytics we need for us and our clients. As a global business with Creative Studios around the world offering creative and localization services, we require solutions that work worldwide, so it is important to identify technology platforms that provided those solutions to across our global teams.

Some things to keep in the forefront as you look for the right platform:

  • Adaptability: Look for platforms that allow for scalability and changes within your business, along with licensing and add-on modules which can assist with ease of use and implementation.
  • Integration: Ensure that any new platform can either work with or integrate with existing solutions you may already have in place.
  • Implementation: A solution that is simple to learn, use, manage, and adaptable to your current day-to-day operations
  • Reporting: Identify the metrics you’re looking to measure and ensure the platform can provide them with ease and in a format that is easy to use.

Creative studios today are powered by people, driven by process and fueled by technology. There are various platforms in the marketplace, ensuring the right mix of fuel will ensure your creative engine runs as smoothly and efficiently as possible!

Now that I’ve scoped out the three key elements to success for a creative operations team - people, process and technology, let’s hear your take on the future of creative ops. Reach out to me here.