Creative processes are rarely linear. Rather, creativity tends to be organic, fluid, and collaborative – and often, inherently inefficient. It is not to be rushed. This is anathema to the business world, where time to market can make or break a product’s success. Perhaps that’s why the American artist Jeff MacNelly once said, tellingly, that the best thing for his creative process was “a deadline”.
In the domains of creative operations and digital asset management, we’ve found that there’s a spectrum of creative process facilitation that can sometimes help. Having a structure, or workflow, managed in a software product can give the broader organization (marketers, agencies, and merchandisers) a window into what’s coming – and begin to plan for a product’s release.
What is workflow?
Workflow means formal, structured processes around rich media assets that are enabled by a creative operations tool or a digital asset management system. Usually:
1/ Creative operations tools facilitate the ideation and creation phases
2/ DAM tools more strictly regulate the review and approval process, and eventually distribute the final asset to downstream channels