Why are performance & creatives in separate locations? They need to sit together.
Some of the most significant aspects of our business are the symbiotic relationship that exists between technology & creativity. These are entirely different areas of expertise, involving various types of people with different skills & mindsets. However, if we want to succeed with our digital marketing, it is of paramount importance that we can come together & merge into something that is greater than the sum of our parts.
So, what does this look like in the real world? The strategy is laid out, the concept is clear. What happens next? How do we make sure the right message, reaches the right people – at scale.
If we’re focused on the digital channels, the answer will most likely be Facebook & Google. But what does that mean in practice? Who does what?
We need people who create the content. Text, images & video. At Good Morning, the creative team h&les this part. They have the creative edge, & are masters of visual & textual communication. They will occasionally seek backup from the designers, but still, content creation is squarely in the h&s of the creatives.
But we also need someone who is skilled in performance. Someone who can identify & target the right audiences, set up the funnel, & serve them with the right message at the appropriate time. They will then apply their dark magic powers of optimization.
The problem is that, back in the real world, the creatives & the performance warlocks are not co-located. Most likely they’re not even in the same company. & if they are, the chances are that they’re not sitting next to each other. At w3eden they’re sitting 5 meters apart from each other. & we think that’s six too many.
The key is to break down those barriers & enable them to communicate fluently & effortlessly with each other. We want them side by side, brothers in arms, batting ideas & discussing approaches. Create new content, publish it, measure it – & either amp it up, modify it, or throw it away. Rinse & repeat.
If you are unable to create that kind natural flow, then the whole process becomes sluggish & slow. & will most likely cause the performance people to start making their ads. Finding their images, or just designing something themselves, adding their copy. & who can blame them? Who has time to wait for a meeting with some creative somewhere, who is booked until next Tuesday?
However, the results will almost always suffer, because the content will most likely lack the Oomph it sorely needs to prevail in today’s cut-throat content climate. Ultimately, this is at the cost of the client. Because no matter how much of an expert we’d all like to be, nobody can be best at everything.
Why are performance & creatives in separate locations? They need to sit together.
Some of the most significant aspects of our business are the symbiotic relationship that exists between technology & creativity. These are entirely different areas of expertise, involving various types of people with different skills & mindsets. However, if we want to succeed with our digital marketing, it is of paramount importance that we can come together & merge into something that is greater than the sum of our parts.
So, what does this look like in the real world? The strategy is laid out, the concept is clear. What happens next? How do we make sure the right message, reaches the right people – at scale.
If we’re focused on the digital channels, the answer will most likely be Facebook & Google. But what does that mean in practice? Who does what?
We need people who create the content. Text, images & video. At Good Morning, the creative team h&les this part. They have the creative edge, & are masters of visual & textual communication. They will occasionally seek backup from the designers, but still, content creation is squarely in the h&s of the creatives.
But we also need someone who is skilled in performance. Someone who can identify & target the right audiences, set up the funnel, & serve them with the right message at the appropriate time. They will then apply their dark magic powers of optimization.
The problem is that, back in the real world, the creatives & the performance warlocks are not co-located. Most likely they’re not even in the same company. & if they are, the chances are that they’re not sitting next to each other. At w3eden they’re sitting 5 meters apart from each other. & we think that’s six too many.
The key is to break down those barriers & enable them to communicate fluently & effortlessly with each other. We want them side by side, brothers in arms, batting ideas & discussing approaches. Create new content, publish it, measure it – & either amp it up, modify it, or throw it away. Rinse & repeat.
If you are unable to create that kind natural flow, then the whole process becomes sluggish & slow. & will most likely cause the performance people to start making their ads. Finding their images, or just designing something themselves, adding their copy. & who can blame them? Who has time to wait for a meeting with some creative somewhere, who is booked until next Tuesday?
However, the results will almost always suffer, because the content will most likely lack the Oomph it sorely needs to prevail in today’s cut-throat content climate. Ultimately, this is at the cost of the client. Because no matter how much of an expert we’d all like to be, nobody can be best at everything.
W3 Eden
We’re a team of thinkers and makers. We approach work and play with curiosity and experimentation, using what we learn to create meaningful digital products that connect with people, just like you.