The shift from traditional advertising models to more diverse, digital-focused strategies has brought brand marketers to an interesting crossroads: the choice between centralized production, which offers streamlined efficiency and brand consistency, and decentralized production/fragmentation, a model that can deliver greater flexibility, diverse creative input, and specialized expertise.
Choosing between centralization and fragmentation can be daunting, requiring a delicate balancing act between consistency and creativity, management of complex collaborations, important cost implications, and the need to mitigate risk. Yet for others, it feels like being a kid in a candy shop with a hundred-dollar bill — full of possibilities and opportunities to explore.
As part of our Content Circle of Life series, we asked industry experts from The Team Companies, APR, and our own AdFusion™ team to weigh the pros and cons of centralization and fragmentation in creative production. Check out their in-depth discussion to explore how marketers are meeting their needs and driving success in an evolving landscape by:
- Fostering a culture of creative collaboration
- Implementing flexible frameworks
- Leveraging composable technology
In the meantime, here are just a few of the highlights from their conversation to get you started…
Foster a culture of creative collaboration
The magic comes from utilizing cross-functional teams. Brands that foster openness and allow for diverse input will see a more innovative approach to creative production.
Jillian Gibbs , Founder and Global CEO , APR
Traditionally, creative and production tasks have been handled in silos, with teams working separately on different aspects of a campaign. This approach, however, can limit the exchange of ideas, reduce flexibility, and lead to inefficiencies. Instead, in today’s fast-paced and dynamic landscape, brands are finding tremendous value in building cross-functional teams that bring together diverse skills and perspectives and take their message to as many screens as possible.
A collaborative environment breaks down barriers, encouraging communication and teamwork across marketing, creative, production, and even procurement. This integration across an end-to-end creative management platform allows teams to share insights, address challenges more quickly, and ensure that every aspect of the project aligns with the overall brand vision.
Encouraging openness also means creating a safe space where team members feel comfortable sharing unconventional or bold ideas without fear of judgment. Creating this type of environment:
- Nurtures creativity
- Fosters experimentation
- Empowers teams to adapt quickly to changing market demands
In a world where the ability to adapt and innovate is crucial, fostering a culture of openness and collaboration is no longer just a good practice — it is essential for brands to stay competitive.
Implement flexible frameworks
Creative experimentation should absolutely be encouraged regardless of whether your business follows a centralized or decentralized production model. Teams need the freedom to test new ideas without the pressure of immediate perfection. Yet everyone wants the freedom and flexibility to adapt and innovate — but not at the cost of losing control over production processes. So, how can brands achieve this ideal balance?
By designing frameworks that offer structure but enable collaboration, rather than restricting it.
It's all about creating a flexible framework that allows brands to centralize their core operations while integrating seamlessly with specialized partners like APR and The Team Companies. This flexibility is crucial because in today's rapidly evolving marketing landscape, brands really need to be able to adapt to new demands without sacrificing control or efficiency.
Justin Morgan , Head of Product, AdFusion , Comcast Technology Solutions
Leverage AI to drive flexibility and innovation
The secret to cultivating a flexible framework? Emerging technology, such as:
- AI
- Virtual production
- Collaboration platforms
These types of innovative tech are foundational to building and supporting flexible frameworks that spur creativity and innovation.
Technology is evolving so fast that brands should leverage it not just for ideation, but also for execution in creative production. From streamlining content creation to enhancing data analysis, AI is already transforming creative production. Tools like VideoAI™ can analyze vast amounts of video data to help brands identify and repurpose content, reducing the need for additional production.
Maximize agility with composable technology
One of the biggest misconceptions advertisers have about composable technology is that it introduces unnecessary complexity, making operations even harder to manage. In reality, composable platforms simplify processes in two main ways:
- Integrating essential data into a single unified system
- Providing better control and oversight across the entire creative production workflow
Instead of forcing a fragmented approach, a true composable ecosystem, such as one enabled by AdFusion, works in symphony with specialized partners like APR and The Team Companies to streamline processes and handle specific workflows. In turn, this reduces the risk of miscommunication or inefficiency and results in greater visibility across marketing operations.
Whether it’s preventing delays, managing legal concerns, or ensuring that media trafficking and distribution are executed as planned, a composable ecosystem supports partnerships that empower brands to identify and mitigate risks early and effectively.
It's really easy to lose sight of who's holding the button when you've got so many players. Having someone stand in the gap to ensure seamless communication and understanding of ownership and the cost associated with that — we found for a lot of clients this has saved them tremendously, especially when it comes to unauthorized usage of content.
Rori Floyd , Senior Vice President of Global Business Affairs and Payroll Operations , The Team Companies
Conclusion: A real-world case study
As with most things in life, there is no one-size-fits-all solution. Brands must find an approach that centralizes for consistency and scale but doesn’t sacrifice the innovation and diversity that come from working with specialized partners. This balance will enable brands to navigate the complexity while remaining agile enough to seize new opportunities.
What might this look like in the real world? Take a look at this case study snapshot to see how The Team Companies + AdFusion integrate business functions to drive creative production.
Challenge:
A major challenge for brands managing creative production is ensuring smooth collaboration between specialized teams while maintaining oversight of critical business functions. Miscommunication, inefficiencies, and delays often arise from siloed systems, leading to compliance issues, missed deadlines, and increased costs.
Solution:
The Team Companies addresses this issue by managing business affairs, talent, and payroll for ads distributed through the AdFusion platform. By integrating key data directly into the AdFusion ecosystem, The Team Companies provides brands with centralized oversight of essential and seamless management of business functions without disrupting the specialized workflows of different teams.
Results:
This composable approach, enabled by the AdFusion platform, has proven highly effective. It allowed advertisers to maintain transparency and compliance across the entire creative production process, avoiding common pitfalls such as miscommunication and costly delays. The integration facilitates a cohesive strategy across both internal and external teams, enhancing collaboration and ensuring brand safety. Additionally, by streamlining processes and centralizing insights, brands are able to accelerate time to market, mitigate risks, and avoid fines related to compliance issues.
Ultimately, integrating The Team Companies workflows with AdFusion maximizes media investments and drives overall campaign success.
Get in touch to find out how AdFusion can help your brand make faster, smarter, and more data-driven decisions.
