Creative in corporate marketing here and still don't understand why leaders I work with value processes and decks more than original creative...! 🤔

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I guess it depends what exactly you mean by that, but having run corporate marketing at a fortune 600 and seen enough “original creative” that absolutely failed to:

1. Address the right target customer.
2. Speak their emotional or rational need.
3. Convey how the product solves for 2
4. Do it in a manner that suits

I absolutely love decent processes that not only drive disciplined creative, but also serve to force feedback on creative to be constructive and not just self-important nonsense.

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When you say “processes and decks” do you mean strategy? If so, not hard to see why.

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You have to understand the non creative. They are incapable of being or understanding the creative process. That’s what you’re there for. They only understand numbers. Think of them as biological androids. Your job is make thinks look cool without rocking the boat too much. That format worked for me who worked in corporate for 5-6 yrs. for a Fortune 500 company. I took a lot of creative chance with the guidance of the director of marketing who knew corporate like the back of his hand. And lastly, like he told me when I felt just as you, we get paid on Friday!

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Depends on what you mean by process and decks...if you mean strategy: Imma be honest, I'l cuoose work that achieves my business objectives > original creative any day. It's awesome if it's able to achieve both, but I'm gonna choose the one that best achieves the strategy even if it's not the most original.

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#preach

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B/c that’s what management knows best and rewards.

Sorry all, I should have mentioned I meant Creative leaders, not non Creative leaders like strategy because I get that. Creative leaders should always value other creatives who put effort into that more than process etc..

Speaking from the creative operations leadership standpoint, a good leader is one who puts in place process that allows their creative team to develop killer creative but doesn't get in the way of doing it. Depending upon the company/organization, the emphasis on process may be a lack of understanding of the creative process from your creative leadership or they are being pressured by the company (their managers) to enforce process to identify certain KPIs to prove the worth of the creative team overall.

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