Mastering the Art of Managing Creatives in Marketing

In the fast-paced world of marketing, creativity isn’t just a desirable trait; it’s a necessity. Whether you’re launching a new campaign, crafting compelling content, or designing eye-catching visuals, harnessing the power of creativity can make or break your success. However, managing creatives in a marketing context presents its own unique set of challenges and opportunities. Here’s a cheat sheet of how to navigate this sometimes-bumpy terrain effectively:

Practice Your Humanity Every Day:

I realize that sounds a bit nonsensical, but follow me with this for just a moment:

We are all people. Even those of us with our big titles, lots of accolades and accomplishments…? the main factor I’ve practiced and have found all my success with, is remembering that we’re all human.?

The creatives, marketers and designers I’ve managed (some of them being managers in their own right), aren’t going to be able to place a sudden STOP on their lives outside the workplace because of a key metric. Or because of a randomly angry member of the C-Suite.?

As their manager and leader, it falls on you to insulate and protect them from that aspect of the professional world, and the toxicity that comes with it, so that your team can be the most creative and strategy-focused they can be. I speak from the perspective of being a husband, and father to a son and a foster daughter. Life Happens! Learn to not take things personally, while still enforcing common-sense policies for attendance, productivity, etc., etc.?

Get to know your people. Let them get to know you. Help them understand that you’re one of them - a human being - as well. Give Creative Direction with assurance and expertise in your craft. Always be able to talk anyone, (on your team or otherwise) through your strategic goals and mindset when presenting creative work or reviewing it. Never answer “Why did you do xyz this way?” with “Because I thought it looked cool”, or “I don’t know”.?

Giving your people an unofficial set of rules for how we operate as a team is a great basis for fostering and growing healthy creative teams that WANT to work with you. It leads to more inspirational, self-gratifying moments you’d ever think of experiencing in your career. And it starts with practicing common-sense, mind-healthy and outward-focused policies.

Work/Life Balance:

I know… this is an often-repeated cliche. But it’s also grounded in truth and common sense. Make sure your people give you their ALL during an 8-hour day, and then ENCOURAGE them to enjoy the rest of their lives outside of the office once the clock hits 5 p.m. (or whenever your 8 hours are up). This provides your team with a natural ability to rest and recharge their batteries. Which by the way… is exactly what you not only want, but what you NEED from a group of Creatives. To add to this unwritten rule… the best ideas tend to come forth when you’re not trying to think about them. I know they do for me. I will bang my head on a desk all day, trying to work out a challenge, but then think of the breakthrough solution after I’m home for 2-3 hours.?

Taking breaks during the day is also something to be encouraged. This is a white-collar world we’re managing in, right? Then let's be less concerned about the time clock and more focused on the happiness, health and productivity of your team. Because at the end of the day, a team that functions as a well-oiled machine (because of your leadership, tactics and strategies) speaks volumes more than a team that’s pumped out an insane amount of deliverables in too short a period of time (even if some overworking does happen from time to time).?

Understanding the Creative Mindset

Creatives in marketing often think differently from their counterparts in other fields. They thrive on inspiration, innovation, and the freedom to explore unconventional ideas. As a manager, recognizing and respecting this mindset is crucial. Encourage an environment where creativity can flourish by fostering open communication, providing autonomy within frameworks, and offering constructive feedback.

Setting Clear Objectives

Creative endeavors within marketing and advertising can sometimes veer off track without clear goals. Set specific objectives that align with your overall marketing strategy. Whether it’s increasing brand awareness, driving sales, or engaging a specific audience segment, clarity helps focus creative efforts and ensures everyone is working towards the same outcomes.

Building a Collaborative Culture

Creativity thrives in collaborative environments where diverse perspectives and ideas are welcomed. Foster a culture that values teamwork, encourages cross-functional collaboration, and promotes brainstorming sessions. Encourage creatives to share their visions openly and leverage each other's strengths to enhance the quality of work produced. Celebrate the wins together. Remind your team they’re not competing with each other and that we only function best when operating as one cohesive unit.

Providing Resources and Support

This one seems like it should go without saying, but equipping your creative team with the tools, resources, and training they need to excel will always be essential. This includes access to cutting-edge software, relevant industry insights, and opportunities for professional development. Invest in their growth by providing healthy mentorship opportunities and being a service-focused leader in your own right. Think of it this way: your people trust YOU with their livelihoods, so remember to never make light of what you’re providing for them. I personally don’t know of a single person that works just because they want to. Everyone has real world bills to pay and responsibilities that don’t disappear.

Build your Creative solutions with Strategy to back it

While creativity is essential, it must be balanced with strategic thinking. Help your team understand the business objectives behind their creative tasks. Guide them in aligning their ideas with the brand’s voice, values, and long-term goals. By marrying creativity with strategic intent, you create marketing initiatives that resonate deeply with your target audience while driving tangible results for the business.

Managing Feedback Effectively

Feedback is a cornerstone of creative improvement. Provide timely, constructive feedback that focuses on both strengths and areas for growth. Be specific in your critiques and encourage a culture where feedback is viewed as an opportunity for learning and refinement rather than criticism. At the same time, remind them that not everyone’s opinion matters, and we do the best we can with what we’ve got. Be vocal and coach them not to waste their time worrying about things they can’t control.

Embracing Iteration and Experimentation

Creativity thrives on experimentation and iteration. Encourage your team to test new ideas, analyze results, and refine their approach based on data-driven insights. Embrace a mindset of continuous improvement and celebrate both successes and learning moments along the way. While you’re doing it, remember to manage expectations from the rest of the department and remember to use your project management skills to provide adequate time for these things to take place while still meeting deadlines.?

Celebrating Success and Learning from Failure

Acknowledge and celebrate creative successes to boost morale and reinforce positive behaviors. Equally important is learning from failures or setbacks. Encourage a culture where team members feel safe to take calculated risks and learn from unsuccessful endeavors. These moments often spark new insights and pave the way for future innovation. After all, the best and most meaningful lessons tend to be the ones we learn from by doing it wrong the first time around.

In a nutshell…

Managing creatives in marketing requires a delicate balance of nurturing creativity while aligning efforts with strategic business objectives. By fostering a supportive environment, setting clear goals, providing resources, and embracing both collaboration and iteration, you can empower your creative team to produce impactful work that continually resonates with audiences and drive business growth.?

Remember, managing creatives isn’t just about overseeing projects—it’s about cultivating an environment where creativity can thrive and flourish, and it starts by remembering the humanity inside each of us.