An associate of mine posed a great question which I felt might be of interest others in the operational realm. She asked – “Based on your experience, what are the qualitative and quantitative differences between a small, mid-sized and large in-house agencies (IHA)?”

 I think that trying to define the differences, at any scale, is one of the many challenges that managers often face. Rather than taking the ‘size/scale’ approach, I personally believe it’s better to focus on three central areas which will work for any size IHA.

1) Senior Management Support

2) Building an Environment for Success

3) Providing the Resources to Make your Team Successful

 

Senior Management Support:

This is critical for a department of any size. I’m sure you’ve noticed, when senior leadership is not providing support to the team or has a clear understanding of what it needs, teams will often fail. Senior management sets the tone for the team allowing for that vision to filter down. I was very fortunate to have leaders who understood this and provided the optimum level of support needed for our team.

Building an Environment for Success:

This is what makes the difference between success and failure. Creative teams thrive in an environment that fosters free thought and creativity. They collaborate and process ideas differently than the rest of the team, and that needs to be addressed. If you’re seeking to develop a premium brand, take a look at the creative team’s environment and see if it inspires them to greatness.

Create a mission statement which sets your team’s aspirations, giving them a guiding light to the end goal. My last team had a 98% retention rate and the highest employee satisfaction in the company. This was not solely because of how I managed but because we, as a group, understood the importance of how our environment, both mental and physical, impacted our success.

You MUST also allow your team the space to fail. Exploring and pushing boundaries should be an accepted and promoted practice. This practice encourages greatness and reduces the stress of failure, cultivating a team that is both stronger, better and more resilient!

 

Provide the Resources to Make your Team Successful:

This encompasses areas from budget, to facilities and technology. The ability to provide the proper resources, at the right time, positively impacts a team of any size. Your use of technology and the latest applications can make a positive impact for your team. It’s your ability to push these boundaries, partner with vendors and stay abreast of new solutions which can provide winning solutions.

 

Their are many more metrics which you may need to be aware of but focusing on these three areas it will surely set your team on a winning path!

If you would like more information, please check out my articles covering this and other topics for people building In-House Agencies.

#qualitative #quantitative #inhouseagency #creativeoperations #creative #marketing #leadership #CMO #operations #greatteams

 

This week I attended the Adobe Summit conference to keep abreast of the latest technologies in use today. Session after session one thing became abundantly clear – if you’re not looking to automate your campaigns and understand the full scope of your marketing funnels, you’ll want to take some time to rethink that game plan.

In this ever-changing landscape personalized targeted content has continued to remain in the forefront of consumer engagement. Throughout the event, the message was unequivocal – your campaigns must resonate with the consumer by providing clear, personalized content, which is scalable, targeted and delivered to all platforms in a timely manner, providing data with measured results.

Throughout the Summit, speakers provided examples of challenges they have personally overcome, but the importance of both partnerships and a correctly structured team was crucial. To ensure success, internal creative and marketing teams must be on the front lines, understanding the consumer strategy while maintaining access to the data analytics. Presenters stressed the importance of the Creative Operations role in bridging the gap through this ever-changing landscape.

It was enlightening to learn how this position has become a focal point in balancing both left and right brain solutions. Finding people who have the ability to jump from creative to technology, while at the same time understanding marketing strategy can only benefit the success of your in-house teams.

As you move toward the optimization of your In-House Creative Agency, the divide between the marketing and creative silos is getting smaller and smaller. The ability to have measured results for your campaigns in real-time will always drive better creative content which, in turn, creates a positive experience for the consumer.

As a long-time user of Adobe products, it was great to see how they continue to remain on the cutting edge, integrating both outstanding creative and workflow applications which expertly use data analytics to close the loop on the whole marketing funnel.

 

#adobesummit #digital #marketing #socialmedia #inhouseagency #ad #adobe #CMO #creativeoperations #digitalmarketing #adobelife