This was my third time attending #CreativeOperationsLDN, an event organized by Henry Stewart Events, focusing on the in-house approach to creative operations and production. Having attended three editions, I've been able to witness the changes in in-housing as well as forecast some future trends. It's clear that in-housing should be seen as an evolution of the traditional client-agency relationship, which often failed to meet the expectations placed upon it.
Key takeaways from the conference include:
- London stands out in Europe as the most advanced city in terms of in-housing.
- Leading companies are transitioning from basic execution and design to becoming true strategic and creative partners. This shift doesn't mean they're losing focus on efficiency. Instead, they're enhancing their strategic and creative capabilities by hiring experienced staff, allowing them to respond to briefs more comprehensively.
- A notable change discussed in many keynotes was the increasing importance of soft HR operations and the emphasis on creating a great workplace. In-house agency leaders highlighted the significance of fostering a strong culture.
- In-house agencies are mirroring the structure of external agencies but have the added advantage of deeply understanding the business's rationale and expectations, giving them a significant edge over external agencies. This debunks the misconception of in-house studios merely being about basic design tasks. In fact, in-house agencies often outperform in direct competition for briefs.
- Besides a deep understanding of business needs, in-house agencies offer another benefit over external ones: a comprehensive brand experience, which goes beyond just a marketing claim. These teams pay attention to even the smallest details.
- While green production is gradually becoming more recognized in Central and Eastern Europe, it was a recurrent topic in London. Companies are calculating their carbon footprint and optimizing advertising production processes. This trend is expected to become increasingly significant in the CEE region soon.
Of course, there are still some areas that need further improvement, and I'm eager to hear your perspective on this. Feel free to share your thoughts.
Smart Engine, we're not just keeping an eye on evolving work models like in-housing; we're actively developing the right services to fulfil the unique needs of internal teams. By leveraging our extensive experience with Fortune500 brands, we are well positioned to support in-house agencies in producing and enhancing their digital content. In 2021, we decided to focus of retailers and direct-to-consumer (DTC) brands, leading to the creation of an entirely new business approach. If you're interested in learning more, please don't hesitate to DM me.
#creativeoperations #creativeproduction #digital #digitaladvertising #advertising #marketing #inhouse #inhousestudio #inhouseagency #agency
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2 mies.Szkoda, bo to powinien być polski Revolut czyli powinniśmy z tym iść na Zachód i w końcu zaistnieć w świecie zagranicznych finansów z projektem, który da się skalować. Tymczasem cała para idzie w ekspansję zagraniczną Blik, co moim zdaniem się nie uda.