The Marketing Millennials 295 - The Struggles of In-House Creative Teams with Jen Rapp, CMO of Superside
Nov 26, 2024
Jen Rapp, CMO of Superside and former VP at Klaviyo, shares her insights on the evolution of marketing in the digital age. She discusses the rising demands on in-house creative teams and the challenges they face with limited resources. Rapp emphasizes the importance of effective communication between marketers and creatives, particularly during the briefing process. She also explores the impact of AI on creativity, highlighting its potential to streamline workflows while maintaining the essence of storytelling in marketing.
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Creative Bandwidth Challenges
- Creative teams experience significant bandwidth issues due to increased content demands in the digital age.
- This often leads to frustration and bottlenecks, as creatives struggle to keep up.
Better Creative Briefs
- Write clear and concise creative briefs, outlining your goals and desired outcomes.
- Study examples of effective briefs to improve your briefing skills.
The Flaming Burger Ad
- At DoorDash, a visually unappealing flaming burger ad performed exceptionally well, outperforming more aesthetically pleasing creatives.
- This highlights the importance of data-driven creative testing and not relying solely on personal preferences.