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Refresh  Your  Creative  Process
Best  Practices  to  Get  Teams  Moving  Faster
1
#createbetter
The  Dreaded  Triple  Constraint
Fast Good
Cheap
#createbetter
The  Dreaded  Triple  Constraint
Fast Good
Cheap
But  this is  
what  I  want!
#createbetter
…and  MORE!!!
73%  of  marketers  expect  to  produce  
more content  in  2017  vs  2016
Source:  Content  M...
#createbetter
Creative  output  is  the  bottleneck  to  
your  marketing  execution
#createbetter
of  marketers  say  producing  
content  is  a  top  challenge
60%
Source:  Content  Marketing  Institute
#createbetter
One-­third  of  
creative  
projects  are  
late or  over
budget
Have you missed a project deadline (or  
ru...
#createbetter
Poor  project  
management  is  
top  reason  
projects are  late  
or  over  budget
Unclear  client  
feedb...
#createbetter
A  broken  creative  process  has  
tangible  costs  for  your  business
#createbetter
Managers  spend  30-­60%  of  their  
time  in  coordination  meetings
Source:  Boston  Consulting  Group
Lo...
#createbetter
30%  annual  employee  
turnover  rate
Source:  MediaPost
“Too  many  rush  projects,  poorly  planned  
pro...
CONFIDENTIAL
Digital Designer
$137/hrArt  Director
$178/hr
Chief Creative  Officer
$861/hr
Creative  Director
$283/hr
Acco...
#createbetter
Improving  creative  efficiency  is  
imperative  to  your  success
#createbetter
The  Creative  Process  is  Complex
#createbetter
Source:  Content  Marketing  Institute
of  marketers  don’t  have  an  
effective  creative  process
75%
#createbetter
Team  Dynamics  Contribute  to  the  Problem
ManagerMaker
Stakeholder
Unique  projects
Heterogeneous  teams
...
#createbetter
#createbetter
66%  of  creative  
teams  mostly  get  
feedback  in  email
But  only  30%  think  
email  is  effective
fo...
#createbetter
#createbetter
“Stop  ‘collaborating’  
with  me!”
Prioritize
Conceptualize
Compartmentalize
#createbetter
“Why  doesn’t  anyone
update  their  tasks??”
Organize
Summarize
Catalyze
#createbetter
“Are  we  going  to  land  this  thing?”
Analyze
Mobilize
Evangelize
#createbetter
Five  tips  for  refreshing  your  creative  process
and  getting  the  most  out  of  your  team
#createbetter
Clarify  Roles
Consider  RACI
Assign  deliverables
Delegate  creative  control
#createbetter
Consolidate  Feedback
Specify  feedback  desired
Capture  and  process  comments
Filter  and  articulate  ne...
#createbetter
Define  Templates
Articulate  ideal  project  plan
Establish  clear  milestones
Automate  repetitive  projec...
#createbetter
Get  Agile
Hold  regular  stand-­ups
Deliver  rounds  frequently,  iteratively
Self-­organize  teams
#createbetter
Standardize  Your  Tools
Make  accessible  to  full  team
Eliminate  information  silos
Establish  consisten...
#createbetter
of  marketers  have  a  process  in  place  to  aggregate,  
organize,  and  manage  visual  assets  being  ...
#createbetter
Precise  feedback
#createbetter
Precise  feedback
Assigned  tasks
#createbetter
Precise  feedback
Assigned  tasks
Updated  versions
#createbetter
Precise  feedback
Assigned  tasks
Updated  versions
Clear  approvals
Reduces  review  
turnaround  times  from  
4  days  to  1
Saves  4 hours  
per  shoot
Saves 5-­10 hours  
per  project
Sp...
#createbetter
More  information
hightail.com/business
collaborate@hightail.com
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Refresh your Creative Process: Best Practices to Get Teams Moving Faster

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A new creative campaign can be an emotional rollercoaster. But with a few simple changes to your creative process, you can move projects faster and without frustration. Get best practices for how teams can spend more time on the creative output, and less time on the process. To view the on-demand webinar, visit http://bit.ly/2kL4m07

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Refresh your Creative Process: Best Practices to Get Teams Moving Faster

  1. 1. Refresh  Your  Creative  Process Best  Practices  to  Get  Teams  Moving  Faster 1
  2. 2. #createbetter The  Dreaded  Triple  Constraint Fast Good Cheap
  3. 3. #createbetter The  Dreaded  Triple  Constraint Fast Good Cheap But  this is   what  I  want!
  4. 4. #createbetter …and  MORE!!! 73%  of  marketers  expect  to  produce   more content  in  2017  vs  2016 Source:  Content  Marketing  Institute
  5. 5. #createbetter Creative  output  is  the  bottleneck  to   your  marketing  execution
  6. 6. #createbetter of  marketers  say  producing   content  is  a  top  challenge 60% Source:  Content  Marketing  Institute
  7. 7. #createbetter One-­third  of   creative   projects  are   late or  over budget Have you missed a project deadline (or   run over budget)  in the last 12 months? Yes 33%   No 67%   Source:  Hightail  survey
  8. 8. #createbetter Poor  project   management  is   top  reason   projects are  late   or  over  budget Unclear  client   feedback Inefficient  review   process 39% 66%   64%   Poor  project   management Unclear  approval   process 32%   26%   34%   2%   25%   Why  do  you  miss  deadlines  or  run  over  budget? Source:  Hightail  survey
  9. 9. #createbetter A  broken  creative  process  has   tangible  costs  for  your  business
  10. 10. #createbetter Managers  spend  30-­60%  of  their   time  in  coordination  meetings Source:  Boston  Consulting  Group Lost  Time
  11. 11. #createbetter 30%  annual  employee   turnover  rate Source:  MediaPost “Too  many  rush  projects,  poorly  planned   projects,  and  lack  of  project  direction.” Lost  Morale
  12. 12. CONFIDENTIAL Digital Designer $137/hrArt  Director $178/hr Chief Creative  Officer $861/hr Creative  Director $283/hr Account  Exec $98/hr Lost  Money Over  40% plan  add  more   agencies and  freelancers   to  help  create  contentSource:  4As  Survey  &  AdAge
  13. 13. #createbetter Improving  creative  efficiency  is   imperative  to  your  success
  14. 14. #createbetter The  Creative  Process  is  Complex
  15. 15. #createbetter Source:  Content  Marketing  Institute of  marketers  don’t  have  an   effective  creative  process 75%
  16. 16. #createbetter Team  Dynamics  Contribute  to  the  Problem ManagerMaker Stakeholder Unique  projects Heterogeneous  teams Asymmetrical  power Different  needs Physically  dispersed No  shared  solution
  17. 17. #createbetter
  18. 18. #createbetter 66%  of  creative   teams  mostly  get   feedback  in  email But  only  30%  think   email  is  effective for  getting  feedback
  19. 19. #createbetter
  20. 20. #createbetter “Stop  ‘collaborating’   with  me!” Prioritize Conceptualize Compartmentalize
  21. 21. #createbetter “Why  doesn’t  anyone update  their  tasks??” Organize Summarize Catalyze
  22. 22. #createbetter “Are  we  going  to  land  this  thing?” Analyze Mobilize Evangelize
  23. 23. #createbetter Five  tips  for  refreshing  your  creative  process and  getting  the  most  out  of  your  team
  24. 24. #createbetter Clarify  Roles Consider  RACI Assign  deliverables Delegate  creative  control
  25. 25. #createbetter Consolidate  Feedback Specify  feedback  desired Capture  and  process  comments Filter  and  articulate  next  steps
  26. 26. #createbetter Define  Templates Articulate  ideal  project  plan Establish  clear  milestones Automate  repetitive  projects
  27. 27. #createbetter Get  Agile Hold  regular  stand-­ups Deliver  rounds  frequently,  iteratively Self-­organize  teams
  28. 28. #createbetter Standardize  Your  Tools Make  accessible  to  full  team Eliminate  information  silos Establish  consistent  usage
  29. 29. #createbetter of  marketers  have  a  process  in  place  to  aggregate,   organize,  and  manage  visual  assets  being  used   across  their  marketing  teams Only 27% Source:  CMO  Council
  30. 30. #createbetter Precise  feedback
  31. 31. #createbetter Precise  feedback Assigned  tasks
  32. 32. #createbetter Precise  feedback Assigned  tasks Updated  versions
  33. 33. #createbetter Precise  feedback Assigned  tasks Updated  versions Clear  approvals
  34. 34. Reduces  review   turnaround  times  from   4  days  to  1 Saves  4 hours   per  shoot Saves 5-­10 hours   per  project Speeds  up  review   process  by  35% Gets  feedback   on-­time Saves 10  hours   per  week Improved  Creative  Efficiency
  35. 35. #createbetter More  information hightail.com/business collaborate@hightail.com

A new creative campaign can be an emotional rollercoaster. But with a few simple changes to your creative process, you can move projects faster and without frustration. Get best practices for how teams can spend more time on the creative output, and less time on the process. To view the on-demand webinar, visit http://bit.ly/2kL4m07

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