Monday, 10 May 2010

Commerciality in Creative Companies.

Commercial savvy is not just about T&C’s – it’s also about internal process/lack of. Creative and Tech environments are naturally populated by people who love to explore – be-it a new piece of software, a new tool, or a new creative concept. If work is not scoped and managed properly, this exploration can become an expensive indulgence that, whilst on one hand it can be captured and shared where knowledge-sharing policies are embraced and active, on the other hand it often it results in non-billable time generation – not great in an industry that’s revenues are largely generated via billable time. A balance has to be struck – the tech and creative teams thrive on exploration – that’s what drives innovation, great work and a collaborative working environment, so it’s important that this exploration is not suffocated. At the same time however, boundaries have to be set in order to also protect the margin on the project. This is most easily achieved by effective team leadership – instilling a sense of commercial responsibility into the stakeholders on a given project, but it also needs to be part of the culture of the department/Company – there are several positive ways of applying this, both in terms of relationship management and workflow process evolution. Importantly, the value of creative output must never be underestimated and must be effectively relayed to the Client – an increasing challenge in the current world of procurement disciplines!

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