Internal creative pilot
Mission
To construct an internal creative team to bridge a gap between content strategy and content production
Objectives
• Hire a cross-functional creative team inclusive of account/project management, design, writing and UX/development capabilities
• Build trust and confidence among Product Marketing, Content leadership, Paid Media and Demand strategy to increase the volume of work being done in-house vs. externally with an agency
• Evolve the relationship with internal production team from a pay-to-play service to a team-oriented approach
• Save IBM money on creative production
Support included:
• Creative concepting (including audience testing)
• Content playbook to contextualize Brand guidelines
• Guidance through a proprietary Content Creation Model
• Creative consultation
• Creative direction during production
• Weekly alignment on work-in-progress & prioritization
• Priority opt-in on content pilots/prototypes
• Content creation achievable by our team (writing & design)
• Production scope consultation
Results:
• $MM saved in potential external creative production
• 20 account and creative professionals recruited and onboarded virtually during COVID
• 97% engagement score from direct reports in IBM-wide management survey (+16% IBM avg)
• 95% stakeholder renewal rate year-over-year and grew demand 125% in year one
• Repeatable rituals and formats for efficient creative concepting and production
Testimonials
"I have already watched this several times and I love it. It's truly amazing to watch how you guys took an abstract concept and transformed it! Thank you so much for giving me and son an opportunity to be part of something like this!! you guys rock!"
"Amazing job with content and the team's care to assemble it --- it reduced the total cost of the development too!"
"The Originals team gives us expertise to feel confident in our creative direction as well as arms and legs to get more done. Would not want to have to work without them."