As a marketer, launching a marketing campaign is a laborious process. One big pain point is working with your creative team. And what do you think your designer would say about you? In this webinar you'll learn: - What information and creative assets to provide your team - The do's and don'ts when giving project feedback - Best practices for writing a creative brief - And more!

1. Creative Confessions:
Getting the best work from your creative team

2. Introducing our panel
Jorge Castillo
Journalist
Moderated by: Ural Cebeci, VP Marketing at Visually
Tania Schoeman
Designer & Creative Director

3. Visually is a content creation
platform that enables marketers
to connect with their audiences
through premium visual content.

4. Why visual content matters
● 75% of B2B buyers rely more on content than
they did a year ago to make purchase
decisions1
● 90% of info transmitted to the brain is visual,
visuals are processed 60000x faster than text2
● Photos are liked 2x than text, videos are
shared 12x than text links3
● 80% of your online visitors will watch a video,
while 20% read content4
1. DemandGen
2. Billion Dollar Graphics
3. Sprout Social
4. Digital Sherpa
Web surfers’ content use in the past week:

5. Marketers are creating more content
“83% of companies cite high
quality content as a top driver of
winning new customers.” --
Digiday/Chute
Which goals do you try to meet with
online content?
Which types of content do you create
to meet these goals?

6. But how’s the creative collaboration?
69% of marketers say collaboration is easy.
50% of creatives say collaboration is easy.

7. How do you pull it all together?

8. Start with a good plan
❏ Goals
❏ KPIs & how to measure success
❏ Target audience
❏ Insights / research / data
❏ Messaging
❏ Brand guidelines
❏ Promotion plan &
list of deliverables / dependencies
❏ Examples to inspire: style, colors, execution

9. Now listen to your creatives
Which parts of the creative process are easiest and
hardest for creatives?

10. Marketers’ Report Card
● Giving consistent feedback (23%)
● Briefing projects clearly (21%)
● Following established processes (19%)
● Sticking to the brief (17%)
● Use the content that’s created (58%)
● Share credit with creatives (40%)
● Communicate priorities (36%)

12. What’s in a creative brief?
❖ Objectives
❖ Target audience
❖ Insights & data
❖ Messaging
❖ Calls to action
❖ Specific list of deliverables
❖ Brand guidelines - design, tone & voice
❖ Execution - channels, promotion plan, timeline

13. How do marketers get it all done?
64% of marketers who rely primarily on in-house
teams also use another type of creative service.
What types of creative teams do
you work with?
Who do you work with PRIMARILY?

14. Building the right team
Creative Director | Designer | Copywriter | Project Manager

15. Kickoff and Collaboration
Best Practices | Files & References | Timelines

16. ● Speak up early
● Be specific - “make this
pop” vs. what needs to pop
● Don’t be shy, we can take
it
● Consolidate feedback
among your peers
● Talk about improvements,
not mistakes
● Listen to what your
designer has to say

17. Project wrap-up checklist
❏ Delivery of source files
❏ Permission/rights
❏ Implementation plan
❏ Post mortem
❏ Share results with creatives

18. Thank you!
Questions?
ural@visual.ly
Feedback: https://www.surveymonkey.com/s/confession-webinar