Omnichannel marketing is reshaping creative operations teams, noticed Vanessa Holden, Independent Consultant and former SVP, Creative Director at West Elm. Vanessa was part of a panel discussion titled “The impact of omnichannel on creative operations” presented by globaledit, on September 22nd, 2015. She shared with us her thoughts and insights on the evolving role of creative and production teams on set.
1. Integrated production: the new normal
Today, creative teams are becoming more integrated to produce and serve every channel of the marketing mix. The multiplicity of channels forces production teams to leverage every photo shoot to produce a large variety of visual content (photos, behind-the-scene photos and videos, etc.) in a minimum amount of time and budget. Typically, the main photo shoot with models for print and catalog becomes an opportunity for brands and organizations to create low-budget visual content, such as behind-the-scenes photos and videos, which can be leveraged on a multitude of channels.