The creative services marketplace has fragmented. Decades ago, global brands relied on outside agencies to not only generate big ideas, but to navigate the complexities of executing the creative for those ideas across many formats and geographies. But that landscape has evolved. Specialty firms –digital, search engine optimization, below-the-line advertising – have emerged to take on these functions which expanded capabilities and expertise but also created much more complexity in managing campaigns from ideation to completion.
In response, many companies have established their own creative teams to take on the delivery aspect of their agencies’ big ideas. The benefits are clear: reduced costs, shortened turnaround times, and improved productivity. Yet even with the benefits, executives find, introducing centralized creative teams can be challenging. Companies still struggle to ensure quality, meet demand at peak times, and control their brand’s consistency across formats and geographies.
About the presenter:
Michael Kolbrener Managing Director, Creative Services, InnerWorkings
Michael’s expertise spans a wide variety of disciplines, including marketing and brand strategy, advertising and design. Mike has developed and managed award-winning branding and marketing programs for such clients as NASDAQ, Mellon Bank, PNC Bank, Pittsburgh Public Schools, The Smithsonian, XO Communications, AOL, American Eagle Outfitters, The Bill and Melinda Gates Foundation, American Express Publishing, Goodyear Tire and Rubber Comp
Watch on-demand and learn how to reap the benefits of a centralized team without the risk, hassle, and cost of building one from scratch.