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Best "Definition" of Creative Operations?

Brad Carter
Thu, 06 Dec 2018 15:59:20 GMT

I've been researching this for the past year and found varying degrees of understanding and (consequentially) different definition for what it means to work in Creative Operations. Things get particularly difficult to discerns when you lump in established roles like DevOps (Development Operations) and newer ideas like DesOps (Design Operations). In your experience, what's the best way to define this field called Creative Operations? Is it even a field, or is it a role? Profession? Specialty? Would love links to articles and/or information you've found to support your definition and how you/your company is applying it. Thanks!

Thu, 06 Dec 2018 16:13:33 GMT

Design Operations and Creative Operations seem like they would be the same thing to me. I define it as the group that manages the operations and infrastructure of all creative roles within an institution. They put processes in place to allow for streamlined, efficient work and promote collaboration. They manage the workloads of the creatives as well as the projects they work on. They manage all of the tools used to support these processes as well tools that are used by creatives to create. Finally, they use data and metrics to support the work done by the creative teams and to find ways to improve the efficiency of those teams. DevOps would be a bit different as some of their infrastructure is built to support the donation side of things, however, all creative form development would fall under Creative Ops.

Brad Carter
Thu, 06 Dec 2018 16:23:04 GMT

@dmescia That's what I expected to see after perusing this site; however, DevOps is generally performed by a developer (or someone with extensive development experience) who can bridge the gap across departments. I've read similar applications for DesignOps, where it's generally a designer/creative with affinity for organization and an aptitude for bridging the gaps between creative and development, digital, etc. Seems like "Creative Operations" in this context (Creative Operations Hub) would absolutely be defined as a department of individuals maintaining and managing the daily operations of a creative department - consisting of project managers, traffic managers, etc. Very interesting to see this expanding into the mainstream amidst the Dev- and DesignOps roles, whereas Creative Ops functions as more of a department or field of specified study (business management to be broad).

Thu, 06 Dec 2018 16:26:34 GMT

Like @dmescia said, I believe you could lump them together. But for myself, I believe Creative Operations would be considered an overseeing department of the mentioned Dev and Design Ops. It also would highly depend on the space in which you operate in. Myself, I'm in Digital but we dabble into traditional marketing as well. So creative ops for my company comes in a variety of ways, mainly being the creative production of assets used for campaigns. In your comment above, for Dev Ops yes, more often than not that won't be with creative but more with production.

Thu, 06 Dec 2018 16:53:37 GMT

@Brad Carter I work in healthcare and am currently working towards establishing a Creative Ops department here. You mentioned defining it as "a department of individuals maintaining and managing the daily operations of a creative department" but in our case its more than that. We have 8 creative departments at the hospital that I know about so far which are all working in their own silos. My goal for Creative Ops here is to put a team in place to streamline and unify the processes of those teams as well as manage the workloads. So you can actually take your definition further as they won't just be maintaining and managing the ops of A creative department, but ALL of the creative departments within an organization.

Thu, 06 Dec 2018 17:30:50 GMT

Hi Folks Great discussion on this topic. I think the wide variety of responses I am reading here and have heard over the last couple of years is a function of the fact that Creative Ops as a role is still nascent (immature? early stages of evolution?). My early take from last year can be heard in Episode 2 of the Creative Ops Podcast: Having spent time with 100+ Creative Ops professionals working in (internal agency, external agency) shops my view has also continued to evolve. I am also starting to see some common patterns emerge, but still a high degree of variability from one shop to another. On a purely self serving note the podcast is coming back in January 2019 and perhaps this is a topic to revisit. Is that a topic you would be interested in hearing more about? Is that a topic you would be interested in talking about based on your experience?