Inside Great Creative Partnerships
The secret to jaw-dropping, needle-pushing, dream-come-true creative? Great partnerships. Tap into the minds of 22 top creative and marketing leaders as they tackle big questions from ideation to impact, together.
Meet the minds behind this guide
Creative Director
The dream: Creating
work that moves
The reality: Creatives are racing against the clock and marketers are making do
Something’s gotta give—and it’s usually bigger, bolder ideas that fall by the wayside. But world-class work is out there. So, how did Booking.com come up with a top five Super Bowl ad? And how did Typeform execute their sizzling Get Real campaign with a lean team and budget?
Learn from the leaders themselves in this guide.
And then there's
the robot in the room...
What should AI's role be in creative and marketing work?
From expanding possibilities to executing at speed, scale and to the highest quality standard, see how curious minds and innovative brands are making the most of this technology. Psst, AI's not the boss, it's the boost... the secret's still in the human + machine partnership.
Real talk from real leaders
The dream is to get to a point where the creative team can ship things to the channel owners—not the other way around. That’s where the magic happens.
There should be input from both sides in the beginning. If we sit down and talk about what a campaign is going to be, it makes it more successful. Creative might be able to offer input or suggestions into how the campaign could come to life.
Gen AI allows me to show everybody else what’s going on inside my head. When we talk about teamwork, what an incredible skill to be able to bring others into our creative minds.
A pitch brings in the inspiration, the data and any other insights or personal taste you’re bringing to the project. If you can pitch with clarity, if you can argue for an idea, that’s when it’s a good idea.
We have to set it up for leadership, rather than just asking them, ‘Hey, what do you think?'
It’s literally impossible to optimize things like return on ad spend or cost of acquisition without a steady flow of creative to test and learn along the way.
The longevity of great creative may not show up in immediate ROI… but it’s what turns a bar of soap into something aspirational. That’s the power of brand.
We’ve been exploring together how open briefs can still spark creativity. Open briefs can sometimes leave space for more creativity than a more closed or prescriptive brief.
The dream is to get to a point where the creative team can ship things to the channel owners—not the other way around. That’s where the magic happens.
There should be input from both sides in the beginning. If we sit down and talk about what a campaign is going to be, it makes it more successful. Creative might be able to offer input or suggestions into how the campaign could come to life.
Gen AI allows me to show everybody else what’s going on inside my head. When we talk about teamwork, what an incredible skill to be able to bring others into our creative minds.
A pitch brings in the inspiration, the data and any other insights or personal taste you’re bringing to the project. If you can pitch with clarity, if you can argue for an idea, that’s when it’s a good idea.
We have to set it up for leadership, rather than just asking them, ‘Hey, what do you think?'
It’s literally impossible to optimize things like return on ad spend or cost of acquisition without a steady flow of creative to test and learn along the way.
The longevity of great creative may not show up in immediate ROI… but it’s what turns a bar of soap into something aspirational. That’s the power of brand.
We’ve been exploring together how open briefs can still spark creativity. Open briefs can sometimes leave space for more creativity than a more closed or prescriptive brief.
Get your guide to great creative (partnerships)
The secret's out: It's chemistry, not just craft.