Creative Restart 2023: Christophe Wechsler - From the Inside Out: Cultivating Creativity In-House
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Learn about the benefits of having an in-house creative team. Get a behind-the-scenes look into how we at Kiwi.com built a creative team from the ground up, launched a global consumer brand and nurtured strong collaborative relationships with various other teams. From forming non-traditional solutions to developing award-winning creative, you'll discover the power of fostering creativity in-house and how it can fuel success.
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Creative Restart 2023: Christophe Wechsler - From the Inside Out: Cultivating Creativity In-House
- 1. hello
- 2. Head of Content & Creative
- 3. kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com kiwi.com Kiwi.com is a leading global travel tech company headquartered in the Czech Republic, employing over 1,500 people worldwide. Daily Searches 130M Seats sold per day 60K
- 4. sing Advertising A Advertising Adver ertising Advertisin dvertising Advertis
- 5. Brands I’ve worked on
- 6. Agency -> Client -> Agency -> Clien ncy -> Client -> Agency -> Client -> Agency -> Client -> Agency -> Clien ncy -> Client -> Agency -> Client -> Agency -> Client -> Agency -> Clien ncy -> Client -> Agency -> Client -> Agency -> Client -> Agency -> Clien
- 7. Why was it so complicated?
- 8. So what now?
- 9. Kiwi.com
- 10. Responsibilities 1 2 Lead the “Content & Creative” team Manage creative agencies Social media content kiwi.com/stories Internal design support ATL campaigns
- 11. Responsibilities 1 Lead the “Content & Creative” team Social media content kiwi.com/stories Internal design support ATL campaigns Manage production Oversee Agency support *when needed
- 12. Content & Creative team Freelance Writers
- 13. Content & Creative team Production Partners Freelance Writers
- 14. We hack the system, You fly for less. (Thanks to our Kiwi-Code)
- 16. Launched a GTM campaign in 5 countries
- 20. 400+ Pieces of content produced monthly Kiwi.com/stories Instagram Youtube TikTok Influencers Facebook
- 21. So much content So much content
- 23. Turn our happy customers into our voice
- 24. Timings, Topics, Budgets Brand Initiatives 2023
- 26. So what is the structure like?
- 27. Typical creative model Executive Creative Director Creative Director Managing director Account director New business director Strategy director Senior Art Director Senior Copywriter Art Director Copywriter Designer DTP DTP Video editor Key Account Manager Account Manager Executive Account Manager Executive Account Manager Senior Strategist Strategic Planner Head of Digital Digital Strategist Digital Copywriter Social Media Expert Digital Designer Content Creator Content Creator Head of Art Brand Manager Marketing Manager Senior Marketing Manager CMO Head of production Producer Art Buyer Stakeholder Stakeholder Stakeholder Stakeholder Stakeholder Stakeholder Stakeholder Stakholder
- 28. Kiwi.com model Head of Content & Creative Senior Art Director Senior Copywriter Senior Graphic Designer Senior Copywriter Senior Brand Designer Video Editor Junior Designer Production Manager Senior Digital Content Manager Senior Project Manager Jr. Social Media Manager Assistant Content Editor VP of Brand Chief Commercial Of fi cer Stakeholder Stakeholder
- 29. Kiwi.com model Head of Content & Creative Senior Art Director Senior Copywriter Senior Graphic Designer Senior Copywriter Senior Brand Designer Video Editor Junior Designer Production Manager Senior Digital Content Manager VP of Marketing Chief Commercial Of fi cer Senior Project Manager Jr. Social Media Manager Assistant Content Editor Stakeholder Stakeholder
- 30. Kiwi.com model Head of Content & Creative Senior Art Director Senior Copywriter Senior Graphic Designer Senior Copywriter Senior Brand Designer Video Editor Junior Designer Production Manager Senior Digital Content Manager Senior Project Manager Jr. Social Media Manager Assistant Content Editor Project Owner
- 31. Cuts out “levels of approval” Creative team understands the product Benefits of model We can be creative with production And it’s cheaper
- 32. Direct cooperation with other teams Benefits of model product marketing pr
- 33. Is this the best way to do creative? Probably not for everyone but it works for us