The impact of omnichannel marketing on creative operations

Creative Ops Breakfast • 30:18 • Filmed September 2015

As brands and retailers are embracing new omnichannel strategies, the demand for product photography and visual content is exponentially growing. Vanessa Holden, Former VP Creative Director at West Elm, and Jim Zdancewicz, Head of Creative & Content Production at eBay Enterprise, discuss how the multiplicity of marketing channels have impacted brands and organizations’ creative operations.

Favorite quotes

From a creative production perspective, 10 years ago, there was no immediacy, no time pressure. Today the pressure of volume, frequency, the momentum with which you have to deliver, the extraordinary multiplicity of channels… is profoundly different that what it was 3 years ago, let along 10 years ago. The landscape has completely shifted.” – Vanessa Holden, Creative Director, and Brand Strategist

The most successful brands are the ones that have figured out their core values, and their core channels.– Jim Zdancewicz, Head of Creative & Content Production at eBay Enterprise

About the speakers

Creative Director and Brand Strategist Vanessa Holden is a creative leader with an established track record of creating, launching, extending and growing global brands. Known for creating visually-led, deeply immersive and emotionally resonant integrated omnichannel brand experiences, innovative partnerships, multimedia creative content, and building and managing exceptional teams.

As the former SVP, Creative Director of American lifestyle brand West Elm, Vanessa oversaw the creation of a completely integrated omnichannel brand experience, leading the teams who create all facets of the customer’s brand experience, including the catalog, digital and retail environments, as well as brand marketing covering key partnerships, social media and events.

Vanessa has focused on the art of storytelling through images and words throughout her diverse career in publishing and design. Vanessa joined Martha Stewart Living Omnimedia in 2008 as the editor-in-chief of Martha Stewart Weddings, and has served as creative director of Time Inc.’s Real Simple. In her native Australia, Vanessa co-founded Donna Hay Magazine which grew to become the leading magazine in its category and received numerous awards, including a prestigious James Beard award. She has worked at Marie Claire (Australia) and Marie Claire Lifestyle (Australia) and as an art director and designer for Vogue Entertaining and Travel and Vogue Living.

Jim Zdancewicz (aka “Jim Z”) is Head of Global Content and Creative Production at eBay Enterprise, and works out of the Pennsylvania office. Jim brings over 25 years of content production expertise, operational management and creative producing to the to the Industrial Color team.

In his previous role at QVC, he led the broadcast graphics, post-production, and digital imaging teams. In 2010, eBay Enterprise recruited Jim to help grow their e-commerce studio presence in the fashion industry. Jim assumes responsibility for all creative projects including creative production for eBay Enterprise’s marketing, display, e-mail and affiliate clients.