Creativity and execution are both important but difficult to maintain advantage in. It is better to separate these into two collaborating groups - one focused on creative innovation and the other on efficient delivery. This allows each group to focus on their core skills while working together through feedback loops. An expert digital production partner can help creative teams focus on design and messaging while efficiently executing campaigns across multiple channels at scale. This collaboration ensures branding consistency and maximizes the impact of creative ideas.

1. Creativity vs Execution
Due to the broad spectrum of digital media channels maintaining both the creative and execution
advantage is increasingly difficult. Ramifying those two areas instead creates an environment of two
closely collaborating skill groups - the power to innovate without limit and the skill of efficient
delivery - with connecting feedback loops.
Competence ramification results in increased focus on the core activity - for creative teams, this means
designing inspiring messaging and engaging experiences with the support of efficient execution using
scale advantage, latest channels and technology solutions provided by digital production specialists.
Digital Production Partner
Digital production is the process of converting the creative insight and brand message into emails,
banners, websites, social and mobile applications and rich media in such a way that the individual
message reaches the target audience in the most effective manner. It includes a feedback loop that
measures the efficiency of marketing activities and provides insights for continuous improvement
of the creative process.
The collaboration between production and creative companies ensures smooth execution of the brand
message, it's consistent visual representation as well as maximum advantage of creative insight generated
by the data from digital products.
“The central goals of marketing won’t change: build a strong brand and drive demand.
And creativity will remain at the core of our craft. Don’t be afraid to encourage your
teams to experiment, take some smart risks, and measure everything. Marketing teams
should view the explosion of channels, data and technology as an opportunity,
not an obstacle.”
Ann Lewnes, CMO,Adobe Systems
Mission
impossible
Marketers are increasingly challenged to do more with less. This is no easy
task particularly in the digital space, which is a vast and always-connected
medium where measurable performance is key.
"We’ve got to take this positive approach and use the situation
as an opportunity to rethink how we do things to deliver ever
greater value for money."
Helen Normoyle, Director of Marketing, BBC

2. Expert production partner allows creative teams to:
- design the most compelling message and experience without limits of in-house production skills
and capacity
- focus on high margin areas of insight, strategy, ideation and analytics driven optimisation
- deliver higher impact across more channels within the same budget
Brand consistency
Both global and local brands must ensure image consistency and quality across digital channels and
markets. Multiple agencies working on execution of a single campaign make quality control and consist-
ency difficult, even if policies and additional layers of supervision are in place. Digital production partners
with multi-media delivery skills are a key instrument in maintaining that consistency and provide a single
point of view on execution of the creative vision both across digital channels and geographies.
Quantifiable impact
The business impact of the collaboration between specialist creative and production teams
collaboration are:
- Cost optimisation due to consolidation of production activities, standardised processes, product
templating and near-shore delivery
- Consistency of message and brand identity across channels and markets
- Improved responsiveness and access to cutting edge technology and platforms
About Dyno London
Dyno London is a digital production company converting creative insights and messages into designs,
emails, websites, rich media as well as social and mobile applications. Our team of one hundred develop-
ers and fifty UX, UI and design creatives has extensive experience in building digital marketing products.
We’re a partner to leading agencies and brands on execution of their creative vision, ensuring efficient
delivery of consistent brand image across multiple channels and markets.
To explore how digital production will add value
to your marketing activities, please contact
Marcin Grodzicki
marcin@dynolondon.com
+44 (0) 7570 087 876
"For organisations to successfully select the right channels for the right audiences,
a consultative culture must be fostered both within the marketing department and
beyond, with specialists across the creative, digital and technology industries."
The future of multichannel marketing report, Experian