5 ways to make your creative team more strategic
Accelerate your brand’s success by engaging your creative team in strategic endeavors. Creative teams bring a level of expertise and experience that is often rich and untapped.
Not fully developing a team’s strategic capabilities limits the success ratio, and can send a brand into a rut—creatively and strategically. Fortunately, it’s simple enough to challenge your team to push their boundaries and reinforce their strategic prowess. Empowering team members who may not have opportunities to share their strategic thinking leads to better project outcomes and more passionate employees.
Increase your growth opportunities by encouraging strategic thinking with these 5 behaviors:
1. Help your creative team understand the problem, beyond the brief.
Having proper insights into the problem they are tasked with solving gives them a complete perspective to develop solutions. A creative brief is nice but it helps to dive deeper in order to develop strategic sense.
2. Give them time to brainstorm the tactics and the approach.
Involve them in developing the solution, rather than simply providing the creative tactic. Allow their expertise and experience to come into play. It helps to have your creative team think about not only "what the client should be doing/using/saying" but how they can leverage the idea.
3. Have your creative teams show you the expected idea plus their recommended idea.
If the client expects a certain deliverable, always deliver it. But give your creative team a chance to go above and beyond or outside what is expected. Even if the client doesn’t move forward with it, the effort will be appreciated. And, more often than expected, the client chooses the agency recommendation.
4. Have them present not only the “what,” but the “how” it will be used.
Creative teams have a keen insight into what makes a design or product more user-friendly. Given the content/audience, they can offer guidance on what platforms are the best to deliver the idea. Give the creative team time to present the executional ideas to the client along with any ideas they offer up. This ensures that the idea is fully thought out and gives the client the sense that your creative team is not only creative but also fully invested in the outcomes the client is looking to see.
5. Reinforce strategic behavior and reward great ideas.
The more your creative team practices strategic thinking and receives praise for amazingly strategic ideas, the more they are likely to offer recommendations.
For more information on how we up the strategic ante, contact Elena at firstname.lastname@example.org or (914) 358-6450.