Decoding Creativity: Methodology, Goals & Timeline

Decoding Creativity: Methodology, Goals, and Timeline

As promised in my previous post, I’m continuing the series to unveil more about our "Decoding Creativity". Today, I'll focus on our Goals, Methodology, and Timeline.

?? The Creative Advantage: A Statistical Spotlight

We previously discussed the importance of the "creative lever" in driving success. Here's? just a few numbers that research shows us. Beyond brand/business scale – which is very hard to move in the short term – creative is the main driving force of profitability.?

• 6x times more powerful than brand vs performance activity ??
• 2x to 10x more impactful compared to all media buying activities ??

?? Beyond the Assets: The Creative Organization as a System

Creative assets themselves are just the tip of the iceberg. The real driver of their quality (and ultimately, performance) is the efficiency of the creative organization behind them. It rests on three pillars:

• ?? People: Competencies, skills, motivation, collaboration effectiveness, and org. design resilience.
• ?? Process: The optimization of all stages, from research and ideation to production, testing, and scaling.
• ?? Technology/Automation: Tools, software, and AI that enhance the efficiency and effectiveness of both people and processes.

?? Mission: Empowering Advertisers Through Creative Excellence

Objectives:

• Understand the current state of creative organizations across the industry.
• Identify blind spots and growth opportunities.
• Equip partners and the broader market to enhance the efficiency and effectiveness of their creative organizations.

?? Methodology: Deep Dives into Creative Operations

The methodology leverages in-depth qualitative research and analysis focused on Apps & Games clients from the CEE region. We explored the three core pillars (People/Process/Technology) through:

• 9 In-depth Interviews: Conducted with clients of various sizes and sub-verticals.
• 20+ Respondents: CEOs/Founders, CMOs, Heads of Creatives and UA Leaders.
• 40+ Qualitative Questions: Designed to gather rich insights
• 50+ Hours of Content: Analyzed for comprehensive understanding

??? A Year-Long Journey: Decoding Creativity's Impact

"Decoding Creativity” is a year-long initiative. We've completed the first stage, focusing on Apps & Games clients. The next steps involve:

• Conducting similar analyses for Brand-first advertisers.
• Using gathered knowledge to build practical tools for advertisers that will help to analyze and improve the efficiency of their creative organizations.

?? Stay Tuned for Deep Dives into Creative Organizations

In the upcoming series, we'll explore:

• Key Opportunities & Challenges across Apps & Games Creative Organizations.
• The Creative Process (Strategy & Ideation, Concepting & Development, Testing).
• Technology & Automation?
• Talent & Resource
• A First Look at Recommendations for Building a High-Performing Creative Organization.

Join us for the next episode!

#DecodingCreativity #CreativeStrategy #MarketingInnovation #MobileApps #CreativeProcess #Meta #MetaAppsGamesSummit #AdTech