Creative Operations London 2022

HEMA is a Dutch variety chain store. The chain is characterised by relatively low pricing of generic household goods, which are mostly made by or for the chain itself - often with an original design.

Although Dutch in origin and passion, the chain has expanded internationally to eight other countries around the world.

In this session we tell the story of how and why the HEMA Studio was created: 

• We started with a creative optimisation analysis. We found inefficiencies in the organisation.
• We got our message across to the board and stakeholders. We explained what, where and how to improve. The business case was clear but getting the business to agree and allow us to take control of the content creation was challenging.
• We created the Studio. We handled the practicalities, such as location, resources and design. We experienced a steep learning curve when dealing with content creation processes, governance and technology.

Following the launch, the journey did not end. We improve our way of working - continuously. We include more processes and expand the services we provide.