How to leverage your assets and partners in times of uncertainty


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Here at ICP we are all about great creative output being delivered efficiently. Efficiency is not only a financial metric, but it's also about creating the right attitude and culture in your business. With all work happening remotely and reduced creation of new assets, a simple and well organised approach to projects will go a long way. Our Incredibly Capable People can support you finding great ways to navigate through this ever-changing normal.

  1. Assess your existing assets: are they suitable for your new focus?

As production of new content is more difficult right now, it’s time to evaluate the content in your DAM (don’t’ have a DAM? Discover more here):

  • Can it work in the channels that you have identified as your priority?
  • Can it be reused as it is or re-purposed?
  1. Assess your creative content: is it suitable for the current climate?

Consider how your creative assets can be perceived by consumers: what was a great creative execution in January now might not resonate positively with your audience.

  • Does your brand really need a new creative platform?
  • Which of your existing assets still work?
  • What can be adapted in post-production?
  1. Evaluate your briefs: are they detailed and accurate?

When all your team and your partners are working remotely, clarity and focus will help achieving results in tight time frames.

  • Have you clearly defined your objectives?
  • Is your media space confirmed? What are your time frames?
  • Do you have usage rights in place? (download our white paper on Rights Management here)
  1. Control what you can: how are your brand and partners doing?

In an ever-changing normal, check in often with your creative partners championing transparency and opening conversations around wider topics that impact the business.

  • Do your partners understand your company’s current challenges (e.g. budget cuts, route to market, supply chain)? How can they help outside their traditional scope?
  • Are you aware of the challenges and changes that your extended team is facing? How can you help?
  1. Teamwork: how collaborative is your extended team? Foster collaboration between your creative partners to respond to tighter turnarounds and constant change.
  • Are you encouraging your partners to sync and discuss briefs to achieve objectives, efficiently and faster?
    Anna Fumagalli, Business Director

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