Creative Ops Crystal Ball Gazing w/ Jeremy Wintroub of ICP (EP. 16)
Key Insights
1. Jeremy's Definition of Creative Ops (2:00)
Mix of people, process and technology to bring brand stories to life
"Breathing oxygen" into historically fractured creative processes
2. The evolving relationship between scale and storytelling (12:00)
Overcoming the tension between creativity and operational efficiency
Using AI to break free from templatized approaches to scaling creative
Creating capacity for more blank slate "storytelling" briefs
3. Fostering empathy across marketing and creative teams (22:30)
The importance of human communication and ceremonies around briefs
Infusing creative ops with data and insights to align on objectives
Jeremy's vision for cross-functional "pod" team models
4. How AI can augment creative roles and workflows (41:00)
Outsourcing rote "thunking" tasks to AI to focus on higher value work
Using AI as a "data scientist in a box" thinking partner
Training AI to understand brand governance as creative scales
5. Blending roles, blurring organizational boundaries (53:00)
Bringing creatives closer to the "point of distribution" and performance data
Will functions like marketing ops and creative ops converge?
Getting comfortable with iterating as the future is still highly uncertain
6. Paying attention now to stay ahead of the curve (1:08:00)
Why every team should operate like an "AI R&D lab"
Overcoming the paralysis of perfection and the "blank screen" intimidation
Practical first AI experiments for creative ops leaders and their teams
7. Who should creative ops hear from next? (1:12:30)
Jeremy wants to hear from marketing and creative leaders on what makes a great creative ops partner
Understanding our strengths/weaknesses from those partnering perspectives
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