Modern Creative Tech Stack

Written on 
September 3, 2021

The asset lifecycle in the modern age requires a much more mature tech stack than any other epoch. With the number of outputs, channels and modes increasing exponentially, and the need for speed showing no signs of slowing, it’s necessary to have the right tools supporting you from conception to completion.

Particularly in our new reality of remote working, successful collaboration across departments is even more valuable to delivering projects efficiently. Transitioning from stage to stage must be seamless with nothing lost in translation.

If 2020 has taught creative teams anything, it’s that their way of work must be fluid and able to pivot and evolve as the landscape around them shifts. Having the right tech supporting and providing the framework for these processes is an essential component in ensuring this success.

Skipping out on good tools for the sake of saving budget or the hassle of change management will, in the long run, be more costly. It’s important to understand that good tools don’t always equal huge expenses, and that there’s pretty much something out there to suit any team and any budget.

Managing the migration and adoption of a new tool when you already have one million things on your plate might seem like the least attractive thing in the world - but once your tech stack is perfected and fine tuned to your needs, it will take half a million of those things off your plate.

Automated process, machine learning and efficient taxonomy of talent and resources makes everyone’s job easier.

We are all vital components of the asset ecosystem, and very few roles exist that require staying with an asset from start to finish. However, it is important to recognize this machine of which we are all part of as a whole in order to appreciate the way that each part of the lifecycle feeds into the next.

Here’s our take on how to best support your workstream with technology:

Once the brief has been delivered, a Project Management tool will process the request and slot it into the pipeline alongside other ongoing projects. First and foremost, it supports the Project Management role in project planning efficiently. Automation and AI predictions help establish timelines, scope out milestones and track progress against the baseline. Adopted well, it improves cross-team collaboration and helps keep everyone in the loop.

Having established and agreed on the parameters of the project, the resources required for the task need to be determined.

Resource Management can erroneously be seen as a by-product of Project Management. As a discipline, it provides the strategic oversight required to coordinate efficiently across departments and projects. So unless it is a hybrid-built tool, a stand-alone Project Management system cannot adequately service Resource Management requirements. Spanning all of a team’s current projects, a Resource Management tool oversees the allocation of talent, resources, budget and time accordingly throughout production.

With more creative teams opting for a hybrid agency structure, the role of Resource Management is even more important, and presents some unique challenges. Teams are no longer unified in one location; but are more frequently scattered across the globe in the form of freelancers, agencies and offshored talent, in addition to the ‘core’ internal team (who are probably all working remotely right now!). A single source of truth therefore does essential work in treating the entire workforce as one, and allowing content teams to be built quickly and intelligently.

Resource Management technology that is purpose-built for creative teams can have specific and hugely useful features like callsheet building, casting callouts and integration with key tools. At Atellio, we’ve refined these applications to blend seamlessly, and innovated further to include functions such as digital portfolios that capture influencers’ and freelancers’ aesthetics with a single glimpse.

Moving on, once the production process is complete the asset has been produced, it needs to be tagged, taxonomized and stored. A Digital Asset Management system (DAM) keeps all of your assets in one centralized digital library for review, management and distribution effortlessly.

We’re passionate about the fact that all three of these tools (Project Management, Resource Management and Digital Asset Management) are essential components of the modern creative tech stack.

If you’re stumped on how to start building your stack or you’re looking for a more mature tool, there’s plenty of places you can shop around to find the best of breed solution for your team. Dig into Forrester's wealth of resources, research and reports for some essential reading, or check out Henry Stewart Events’ online courses, events and webinars.

There’s no silver bullet or correct combination that makes the magic formula for success. Your creative technology stack should support the modules that make up your pipeline. The systems selected should be user friendly, highly configurable, and feel like they were purpose-built for your needs precisely.

Our top tips for success? Informed choices, committing to adoption and being continuously self-reflective will help ensure your operations are future-proofed, and ready for the challenges of tomorrow.

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