Puzzle Piece or Production Line? Valuing In-House Creativity
Elevating In-House Creative Teams: Essential for Innovation and Success
The debate between in-house and outsourced creative teams has been long-standing; businesses continually weigh the benefits and drawbacks of each scenario. However, the most significant factor affecting an in-house team's efficacy is its position within the organisation. The quality of creativity within an organisation starts with having a culture that genuinely values and nurtures that skill set.
While an organisation may wax lyrical about how it values creativity, its internal positioning dictates whether that’s a reality. Organisations typically view these teams in two ways: as a piece of the puzzle or merely the end of the line. If an organisation falls into the latter category, with AI coming for churn-and-burn tasks, it may want to reconsider how it positions its creative offering internally and externally.
How it should be perceived: A Piece of the Puzzle
Imagine spending hours completing a 1000-piece jigsaw; every piece is in except the last one – you don’t stop there, do you? That’s not a satisfying end to the activity! The same goes for the fact no one would want to willingly start a 1000-piece puzzle if they know a piece is missing- not unless they’re completely unhinged.
The most satisfying part is when that glorious final piece gets slotted in – it could be the closest we get to achieving true inner peace...
Where was I? ah yes What’s my point…
Well, my friends, it is simply that this is what ‘in-house creative’ is – it’s that final piece – just as important as the first, and when you recognise that – you see how critical it is to your overall approach.
Viewing creative teams as integral from the start strengthens collaborative environments, regardless of the organisation’s sectoral expertise. When involved from the beginning, their problem-solving nature, combined with other departments’ expert insights, creates real-time big-picture solutions rather than trying to shoehorn something into a less-than-ideal scenario after the fact.
In-house teams intimately understand the brands they work with, ensuring that all creative outputs align with visions and values. Their natural need to access other departments directly allows them to connect the dots quickly. When managed efficiently, in-house teams are typically more cost-effective than outsourcing, as they eliminate the need for third-party agencies and ensure brand consistency.
“Approach 2: The End of the Line”
Unfortunately, some organisations view in-house creative teams as merely the final stop in the production line, where each department passes the buck along until it reaches the creative team. The phrase ‘Shit rolls downhill’ may ring a bell in this scenario. This perception can lead to several drawbacks:
The biggest challenge you’ll face? You won’t keep good creatives. Attracting and retaining top creative talent can be challenging, especially when they feel undervalued or overburdened – and they learn fast whether or not the environment in which you provide is worth them sticking around.
Alongside this, when creative teams are only involved at the end of the process, their work can become monotonous, leading to reduced creativity – not being able to influence what they need to create can not only lead to sub parr deliverables, but it doesn’t encourage creative thinking – you’ll essentially end up with a robotic production style way of working with no room for innovation. When organisations get busy, this approach often leaves creative teams feeling devalued. They feel the buck is being passed to them without adequate time or understanding of their expertise. This hampers their productivity and diminishes their morale and overall job satisfaction.
The sad/ terrifying reality is that as AI takes over menial 'churn type' tasks, the role of in-house creative teams must evolve.
These production line-style teams will need to evolve or risk becoming obsolete. For example, they can transition into think tank models ( if the creative talent is waiting to be unleashed), providing new perspectives and angles to client, sector needs, and modern societal and economic challenges. This evolution will enable creative teams to focus on high-value tasks that require human ingenuity and strategic thinking, further enhancing their contribution to the organisation.
Tackling Internal Perception and Valuing Creative Functions
To maximise the potential of in-house creative teams, businesses need to address internal perceptions and recognise the value these teams bring. Engage creative teams from the project's inception to ensure their input shapes the direction and execution of the project and champion open communication channels between creative teams and other departments to ensure alignment and understanding of project goals.
Remember to Invest in the continuous development of creative team members to keep their skills sharp and motivation high. Also, regularly acknowledge and celebrate the contributions of the creative team to boost morale and retention.
Positive Effects of a Valued Creative Function
When in-house creative teams are valued and integrated effectively, the benefits extend beyond the creative department. A collaborative and appreciative work environment enhances overall employee satisfaction and productivity, whilst a respected creative team can drive innovation across the organisation, leading to unique and effective solutions because they feel empowered to do so. That, alongside the ability to be involved in wider, earlier conversations, naturally leads to more consistency and higher quality creative output, strengthening a brand's identity and market presence. Recognising the importance of in-house creative teams and integrating them effectively within the organisation in a way that promotes creativity as an essential skill set can lead to significant benefits. By addressing internal perceptions and valuing their contributions, businesses can harness the full potential of their creative functions, driving innovation and success across all departments.