Media and Creative – Are We Still Speaking Different Languages?

We recently hosted a webinar edition of our Conscious Recoupling event, all about the integration (or lack of) between Creative and Media. Hosted by Bonnie Chu, Principal Consultant at Flock, the webinar featured a panel of marketing thought leaders discussing the integration of creative and media strategies.

The panel included:

Joan Colletta, Senior Marketing Leader, Ex-McDonald’s
Clive Sirkin, Veteran CPG and Agency Leader, Screendragon Chair, Ex-Kellogg’s
Anush Prabhu, Chief Strategy Officer, Ex-EssenceMediacom
Eric Weisberg, Global Chief Creative Officer, Havas Health

Here are the key takeaways from the webinar:

Integration of Creative and Media:

• Unified Processes: The panel emphasized the need for clear, standardized processes to reduce friction and improve efficiency. Joan Coletta highlighted the importance of having a common vision and democratizing capabilities across all teams involved.
• Collaborative Culture: Building a culture of collaboration where agencies and clients work together transparently and honestly was stressed. Clive Sirkin mentioned the necessity of honest and consistent dialogue between teams to foster mutual respect and commitment.

Technology as an Enabler:

• Role of Technology: Technology was identified as a critical enabler for integrating creative and media workflows. Tools like Screen Dragon were mentioned as ways to automate processes and enhance visibility across teams, reducing process friction and improving efficiency.

Human Element in Integration:

• Human Factors: Despite technological advancements, the human element remains crucial. Effective leadership and clear communication are essential for ensuring that all team members are aligned and working towards the same objectives.

Challenges and Solutions:

• Process Friction: Process friction was identified as a common issue when integrating creative and media. The solution lies in establishing clear decision rights and ensuring that everyone understands and adheres to the processes.
• Clear Swim Lanes: Defining clear responsibilities and expectations for each team member helps in reducing overlaps and conflicts, leading to a more efficient collaborative environment.

The Need for Reintegration

• Efficiency and Effectiveness: The panelists repeatedly emphasized that integrating media and creative processes leads to more efficient and effective marketing outcomes. Disjointed processes leave substantial potential untapped, resulting in financial inefficiencies and reduced impact​​.

Agency Collaboration and Turf Battles

• Agency Roles: There was a discussion on the necessity for agencies to work together without engaging in turf battles over who controls creative ideas or media strategies. Instead, the focus should be on achieving the best commercial outcomes for clients through integrated efforts​​.
• External Partner Role: Agencies play a crucial role in bridging client silos and facilitating better connections across different parts of the organization. This external perspective helps in identifying and resolving integration challenges that internal teams might overlook​​.

Technology and Tools

• Unified Operating Systems: The importance of adopting a unified operating system across creative, media, and production was highlighted. This common platform helps in reducing the time spent on aligning different tools and processes, allowing more focus on creative problem-solving and strategic planning​​.
• AI and Automation: The panel also touched on the potential of AI and automation in enhancing the reintegration of media and creative processes. AI can drive greater personalization and efficiency, making 1-to-1 marketing more achievable and impactful​​.

The Human Element and Culture

• Leadership and Clear Vision: Effective leadership and a clear, shared vision are essential for successful integration. Leaders need to facilitate honest discussions and ensure all stakeholders are committed to the agreed-upon processes and goals​​.
• Common Language and Training: Establishing a common language and understanding across all team members, from CRM to creative, is crucial. Cross-training and capability building were identified as key strategies to democratize knowledge and ensure everyone is aligned on the company’s marketing approach​​.

Consumer-Centric Strategies

• Consumer Experience: Integration should ultimately aim to create a seamless and cohesive consumer experience. This involves aligning media and creative strategies to ensure that all consumer touchpoints deliver a consistent and engaging brand message​​.
• Personalized Messaging: Addressable media allows for highly personalized messaging, but currently, only a small percentage of media is utilized this way. Emphasizing the need for media and creative teams to collaborate can significantly enhance the effectiveness of personalized marketing campaigns​​.

Overcoming Barriers

• Shared Goals and Incentives: One of the barriers to integration is the existence of siloed goals within organizations. Aligning incentives and creating shared objectives across media and creative teams can help break down these silos​​.
• Process Friction and Decision Rights: Clear decision-making processes and defined roles are necessary to reduce friction. Ensuring that everyone knows their responsibilities and the decision rights can streamline workflows and enhance collaboration​​.

Missed the webinar? You can request a copy of the recording by filling out the form below!

Or, use the form the below to get in touch regarding how we can help you integrate your creative and media teams through process / ways of working setting, change management and operating model design.