Air's Big Bet, Creative Ops' Big Opportunity: A System of Record for Creative Work (EP. 42)
With Air.inc securing $35M in funding, the creative operations world is facing a major inflection point. In this solo episode, Nish Patel explores what this investment means for creative ops leaders, why the concept of a "system of record for creative work" is critical, and how creative professionals can seize this moment to elevate their roles from tactical execution to strategic systems design. This isn’t just about one company—it’s about an industry-wide shift that demands creative ops leaders rethink their approach to scale, speed, and storytelling.
Key Insights
1. Creative Ops is at a Turning Point:
Air’s funding is a signal that creative ops is being recognized as a strategic function.
The industry is shifting from project management toward systematizing creative workflows at scale.
2. The Importance of a System of Record for Creative Work:
Other operational functions (RevOps, SalesOps) have CRMs as a central hub—creative ops has lacked one.
Air is positioning itself to be the foundational platform for creative operations.
3. Creative Intelligence: A Leap Beyond Project Management:
The shift from scattered workflows to structured creative intelligence will enable smarter decision-making.
The best creative ops leaders will think in terms of designing systems, not just managing tasks.
4. Tech as a Partner in Creativity, Not Just a Tool:
The right technology should reduce admin burdens and free up time for creative work.
A well-implemented system can enhance both speed and creative quality simultaneously.
5. Storytelling is the Competitive Advantage in an AI-Driven Market:
With AI and automation increasing content production, the real differentiator will be brand and storytelling.
Creative ops leaders must ensure that efficiency doesn’t come at the cost of emotional resonance and impact.
6. Should Creative Ops Take a Stronger Role in Tech Evaluation?
Nish is considering a series of podcast episodes evaluating creative ops tools.
Understanding the "what, why, and how" behind these tools can help leaders make better decisions.
Connect
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Additional Information
Air.inc Website: https://air.inc
Episode Reference: Shane, CEO of Air, was previously a guest on the Creative Ops Podcast.