Mediaboss Marketing

RALEIGH, N.C.

Creative and Marketing Leaders Cite Stakeholder, Employee and Customer Experience as the Driving Forces and Used Data to Sketch out Restructuring Plans in their March to Evolve In-House Creative Teams into Strategic In-House Agencies

Nearly three in four (74%) of in-house creative and brand teams have restructured in the last 12 months or are currently being restructured. Another 16% say their organization is planning to reorganize sometime over the next year. Thats according to the results of a new survey by Lytho which polls creatives and marketers for its quarterly Creative Operations Report.

When asked Why? their team has restructured or is restructuring, the top reasons centered on the experience of their stakeholders, employees and customers. These included better internal collaboration (45%), ensuring a sustainable workload (39%) and improving customer experience (36%).

The report contains interviews that illustrate how some organizations restructured creative teams. For example, headcount pressure during the pandemic forced one creative team to modify its processes and approach to technology. In many ways, it shifted, out of necessity, from a highly structured and siloed project management style model to a more collaborative and centralized work environment thats become a hallmark of in-house agencies.

As the pandemic wound down and the creative team staffed up again, the company envisioned going back to its old operating model. However, the leadership team saw an opportunity to have the marketing leads function more like account managers in an agency. They found centralizing work, particularly at project intake, enabled the team to work more efficiently and ensured better brand and message consistency across channels and tactics.

Creative and marketing leaders have been on a journey to transform their creative and brand teams into high-performing in-house agencies that make a strategic contribution to the business, said Lytho CMO Russ Somers. We believe this research outlines a blueprint for creative leaders: have a clear vision for restructuring, focus on improving the experience of employees and customers, and finally, use data and technology to guide decision-making and support process improvement.

Some of the additional findings and detail from the report include the following:

The full study Creative Operations Report Q3 2022: Why In-House Brand and Creative Teams are Restructuring is freely available online without registration.

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About the Creative Operations Report

The Creative Operations Report is a quarterly survey of the brand and creative market fielded by Lytho. In Q3 2022, the company polled 123 US-based in-house creatives and marketers for this report. Most respondents are leaders in their organization 64% say they hold management roles. Respondents also tend to come from the creative side of the house: 56% hold creative positions; 29% hold marketing jobs and 15% are operations or project managers. Respondents come from a broad variety of markets including technology (25%), retail (14%), manufacturing (12%), and CPG (8%). Many respondents work for large employers and on sizable creative teams 78% work for companies with 500 employees or more and 80% are on a team with 11 or more people on staff.

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Lytho, a creative operations platform, is uniquely focused to address the needs of brand and creative teams. The platform combines the benefits of many disparate tools such as creative workflow and digital asset management (DAM) into a single software solution. Creatives no longer need to be limited by tools that are neither fully interoperable nor suited to their specific needs. Todays brand and creative teams need a solution that will help them fight the complexity that comes from managing the growing volume of requests, stakeholders, digital assets and brands. More than 600 enterprise customers worldwide use Lythos software.

Media Contact:Frank Strongfor Lytho202-352-5920[emailprotected]

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Three-Quarters of In-House Creative Teams Have Restructured, Survey Finds - Social Media Today