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Creative Operations

Initiate

Identify the friction points that are slowing down performance across your creative production process.

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Uncover hidden friction in your creative operations

Before you can scale creative operations, you need to understand where they’re breaking down. The Initiate phase is designed to give you clarity. We uncover the friction points, bottlenecks, and hidden inefficiencies holding your teams back—so you can address the issues at their source, not just the symptoms.
 
Through detailed assessments, workflow mapping, and high-level technology analysis, we give you a clear view of how work actually flows across your teams, tools, and timelines. We evaluate how briefs are created, how feedback loops operate, and where valuable time and talent are being lost.
 
Whether you're launching a transformation programme or simply want to work smarter, this phase lays the foundation. You’ll come away with clear insights, practical recommendations, and a prioritized roadmap to increase speed, reduce waste, and empower your creative teams to deliver more—without burning out.

Find the Gaps. Unlock the value.

With the volume and complexity of content increasing across channels, speed to market has become a critical competitive advantage.

 
But as demands for content grow, many teams are stuck in workflows that can’t keep up. Briefs go missing in inboxes, feedback loops drag on for weeks, and duplication across teams drains resources that could be used to drive growth.
 
Delays in creative workflows don’t just cost time—they cost revenue, relevance, and market impact, while draining your teams’ energy and leaving talent frustrated and underutilised.
 
Our Creative Operations Efficiency Assessment is designed to uncover the invisible friction points slowing your teams down. Through a comprehensive Time & Motion Study of your content production process, we map the real flow of work—not just what’s written on paper.
 
We pinpoint inefficiencies, duplication, bottlenecks, and missed automation opportunities across your channels, from briefing to final delivery, so you can clear the path for your teams to produce content at the pace your strategy demands.
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Zoom Out: Understand Your Full Maturity Curve

Understanding your current efficiency is a critical first step—but it’s only part of the picture. To build a future-ready operation, you also need to benchmark where you stand across all aspects of Creative Operations maturity, from governance and roles to tools and data.
 
While the Efficiency Assessment dives deep into your day-to-day operations—analyzing how work actually flows, where delays occur, and how tasks are executed—the Maturity Assessment zooms out to evaluate your broader organisational readiness. It considers structure, culture, leadership alignment, technology integration, and strategic vision.
 
Together, these assessments give you a 360° view: how your creative engine is running today, and how well it’s set up for tomorrow. Used in combination, they create a solid foundation for prioritized action—ensuring that operational improvements are not only effective, but sustainable and scalable.

Take ICP's creative operations maturity assessment

Better understand your creative operations maturity level and get a custom report highlighting ideas and approaches to help you streamline workflows, enhance collaboration, and maximise the impact of your creative output.

The interactive assessment should take approximately 15 minutes to complete, requiring you to share only a few basic details.

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Let’s pinpoint what’s slowing you down and where to go next.

Helping global companies achieve a frictionless flow of content.