A common perception is that optimised marketing operations will reduce creative freedom. Data driven marketing, standardising processes, producing materials via templates and implementation of technology in the creation processes are things that do not sound like they enhance creativity. However, by eliminating operational issues, standardising the way of working, providing challenging insights and automating mundane and administrative tasks, creatives have more time and budget available to realise their creative ambitions.
In this session we will explore the benefits of standardised creative operations, how data and technology can boost creativity and the additional opportunities that result. By discussing the Pandora case-study, the speaker shows how creatives can have more creative freedom, how the focus from operational issues can be shifted toward creative opportunities, and how, in total, it enables creatives to fully apply their talent and skills.
