Are Creative and Production getting a divorce?

Marketing Drama: Are Creative and Production Getting a Divorce?

In the grand soap opera of business, there’s a subplot brewing that’s worthy of its own primetime drama: the crumbling relationship between creative and production in the world of marketing. Like any good TV drama, it’s filled with tension, twists, and the occasional dramatic exit. But unlike most TV dramas, this one involves less shouting matches and more presentations.

Picture this: Creative, the imaginative dreamer overflowing with ideas, and Production, the diligent executor armed with the latest tech tools, have been partners in crime for years. They’ve crafted campaigns, launched products, and wowed audiences together. But lately, cracks have begun to form in their once rock-solid relationship.

The flames were fanned with the rise of AI and the democratisation of content production. Suddenly, every small business with a laptop and an internet connection could churn out slick ads and polished content with the click of a button. Production, once the exclusive domain of experts, was now as accessible as a YouTube tutorial.

But while Production was off gallivanting with its newfound tech toys, Creative started feeling neglected. Sure, anyone could slap together a flashy video or a snazzy website, but where were the big ideas? The bold concepts? The spark that sets a brand apart from the rest?

It’s like Creative woke up one day to find that Production had packed its bags and run off taking all the fancy gadgets, leaving behind a note saying, “It’s not you, it’s me.”

The Drama goes on.

And so, the rift widened. Creative felt misunderstood, underappreciated, while Production felt patronised by Creative’s lofty demands and unrealistic expectations. It was a classic case of irreconcilable differences.

But here’s the twist: despite the tension, Creative and Production still need each other. Sure, Production can churn out content at lightning speed, but without Creative’s vision and ingenuity, it’s like a Ferrari without a driver – flashy, but ultimately directionless.

On the other hand, Creative can dream up the most brilliant campaign in the world, but without Production to bring it to life, it’s just a bunch of ideas and clever slogans stuck in someone’s imagination.

As so often, in rocky relationships money is involved. Tech helps Production to work cheaply – Creative is selling intangibles.

So, what’s the solution? Well, perhaps it’s time for Creative and Production to attend couples therapy – or in business terms, collaborate more closely than ever before. Instead of seeing themselves as adversaries, they should embrace their differences and work together to create something truly magical.

After all, in the world of marketing, the most successful campaigns are born from the perfect marriage of creativity and production prowess. So, here’s to hoping that Creative and Production can patch things up, reignite the spark, and live happily ever after – at least until the next marketing novelty comes along.