2021年创意运营报告（英）-15页_5mb

2021 Creative Operations Summary

Core Content

This report presents the findings of a survey conducted among over 100 creative leaders, focusing on the evolving landscape of creative operations in 2021. It highlights the challenges, trends, and future expectations for creative teams and their operational frameworks.

Main Points

Growth in Creative Work Demand

• The demand for creative work has reached an all-time high.
• Creative teams are now more distributed, with nearly 58% working 100% remotely.
• Over 30% of teams have members in 5+ locations.
• Nearly 80% of creative leaders expect team growth in 2022.

Hybrid Work Models

• 72% of creative leaders expect their companies to adopt a hybrid work model in 2022.
• Hybrid structures require more defined operational goals and processes.

Use of Freelancers and Part-Time Staff

• Over half of creative teams increased their reliance on freelancers, part-time staff, and contract workers in 2021.
• This trend is expected to continue due to the skills gap and the need for flexibility.

Technology Adoption

• 53% of creative teams implemented new software tools in 2021.
• Project management and resource management software tools are the most popular.
• 60% of creative leaders cited remote work as a driver for adopting new software tools.

Operational Metrics

• 52% of creative leaders now measure the value of creative operations, a 18% increase from 2019.
• Key metrics include resource utilization and number of projects completed in a given timeframe.
• Challenges in reporting include lack of accurate forecasting and no single integrated tool for data capture.

Challenges for Creative Leaders

• The top 6 challenges include:
  1. Increasing demand for creative work.
  2. Too much time spent on admin tasks.
  3. Getting projects out on time.
  4. Resource scheduling and planning.
  5. Staying on track with budgets.
  6. Sourcing the right tools to support teams.

Future Expectations

• Creative operations will grow in significance.
• Greater focus on business value and smart technology.
• More agile, efficient, and automated workflows.
• Increased demand for freelancers and a shift towards metrics-driven decision-making.

Key Insights

• Remote Work: 58% of creative teams are fully remote, with a significant portion working across multiple locations.
• Freelancers: The use of freelancers has increased, with over half of teams hiring more in 2021.
• Technology: Creative leaders are increasingly turning to smart technology to manage their workflows and support remote teams.
• Metrics: There is a growing emphasis on measuring and reporting on operational metrics to justify creative investments and improve performance.
• Hybrid Models: Hybrid work structures are expected to become more common and will require more structured operational processes.
• Operational Goals: The need for clear operational goals and processes is becoming more critical in managing distributed teams.

Leading Companies in Creative Operations

Some companies and agencies that are recognized for their effective creative operations practices include:

• TBWA The Disruption Company
• GYMSHARK
• Ogilvy
• Deloitte
• FARFETCH
• Cramer

These organizations are noted for:

• Having a forecasted pipeline of project needs and resources.
• Utilizing marketing procurement tools and automated workflows.
• Adopting agile methodologies.
• Delivering projects on time and with short notice.

Conclusion

Creative operations is becoming a more critical and common role in agencies and organizations. The function is evolving to meet the demands of a global, distributed, and metrics-driven creative landscape. While challenges remain, the future of creative operations is optimistic, with a focus on technology, agility, and business value.