Episode 32 - EVOLVING CREATIVES: "Machining" the Creative Operations Process with Russ Perry

Highlight Quotes

RUSS: Simplifying inputs so that the experience is much smoother

"It's how do we normalize the inputs and make sure the inputs are as great for any experienced client and we found that creates such a better output. For the inexperienced client that isn't thinking about the details, our process gets all the information required every single time. Then for the experienced client, what's really nice is that it's very repeatable."

RUSS: Avoid platforms or tools that have a lackluster brief process

"Many of those poor experiences, when you're using other platforms, are self-inflicted. You're just not giving enough information. So whatever you're using, review the input. What signal are you communicating? Are you communicating something that's clear or are you expecting people to guess? And if it's the latter, the experience is probably going to be a little bit more work to try to get that up to speed"

Get in touch with Russ:

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Connect with Kevin and find out more about his work:

Kevin Groome | Pica9 | Pica9.com

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