Creative Operations London 2022
First Sessions Announced
We are busy developing an exciting agenda for Creative Operations London 2022 so keep your eyes peeled for details. Register your interest here to be the first to hear about new sessions and speakers!
If you are interested in speaking at Creative Operations London, please contact Rory Connaughton at RoryC@henrystewart.co.uk.
In the meantime, check out the first 5 exciting sessions announced:
Dynamic Production, Creative Ops, and DAM: Mastering Data-Driven Marketing and Advertising
Because production and distribution processes must be more collaborative and efficient, Creative Operations and MarTech systems must be intimately connected. From the moment of ideation, it is imperative to capture the brief and collaborate around it - and then, almost immediately, bring in creation systems such as cameras and design applications.
Join Theresa Regli, DAM Industry Strategist, Analyst and Author as she explores how the production of creative assets tends to be the least controlled and least automated stage of the marketing technology ecosystem – but it does not need to be.
It is realistic to expect technologies to help us create and distribute marketing and advertising at scale -- to localize, personalize, and achieve other important objectives.
The Scale of Creativity - an insight into ASOS Studios
Peter Davies, Studios Director ASOS, will provide an observation into ASOS Studios and provide the answers to the following question:
What does it take to deliver 5,000 approved assets a day – today and every day?
How do you control competing priorities and have them channelled into a single workstream, creating a replicable path that is able, constantly, to deliver high quality product assets from receipt to site in a day, even during a pandemic?
How do you assess every creative decision, every day and have a team of stylists, photographers, model bookers and producers all acting with uniform vision?
The HEMA Studio
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 Elisabeth Knulst, Managing Consultant at EMM Consultancy, will tell the story of how and why the HEMA Studio was created:
- We started with a creative optimization 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.
Tailoring Content Creation to the Needs of the Customer
Individual personalization in e-commerce is a goal for most e-commerce businesses. The way to achieve this ultimate objective is a difficult but exciting journey. Every piece of content can be optimized for the customer, even Content Creation.
There is evidence that proves how beneficial this is for both business and customer and how it can significantly improve commercial KPIs.
Through an agile framework and breaking down the problems into small pieces we can start building optimized and personalized experiences.
Carlos Perez, Senior Product Manager at Zalando SE, will share his experiences and offer advice, present evidence, and set out a methodology that will get you started.
Lowering the Barrier of Entry - why Design Thinking isn't just for creatives
So, you have a creative department within your business and you sit back while the experts produce idea after idea to solve your customers’ problems. That's great.
But what if everyone in your business could input into the creative process and become a design thinker? Imagine the potential that could unlock (or would it be chaos?)
Join Tom Smith, Design Lead at Aviva, to find out how to lower the barrier of entry to design thinking and how, by collaborating to solve problems in a creative and innovative way, an organisation can elevate the solutions it develops in a human centred way - that is firmly rooted and lasts.