Many in-house creative teams find themselves trapped in the "content factory" mindset, churning out deliverables without connecting their work to broader business objectives. This reactive approach devalues creative work in stakeholders' eyes, creating a cycle where teams become disengaged, innovation stalls, and organizations miss critical growth opportunities.
This session explores how in-house creative leaders can break free from order-taking and position themselves as strategic business partners. Jesse will examine a framework for understanding what drives your organization's success, then explore how to align your creative strategy—including video, digital content, and other media—with those priorities in measurable ways.
Covering three critical areas:
- Decoding your company's strategic language and key business metrics
- Translating creative projects into business solutions that address organizational challenges
- Communicating value in terms that resonate with stakeholders across departments
Beyond theory, this session offers practical approaches you can apply immediately. Jesse will discuss methods for conducting stakeholder interviews that uncover opportunities, presenting concepts using business frameworks that facilitate approval, and measuring creative performance in ways that demonstrate clear ROI.
This framework will help in-house creative leaders transform their teams from service providers into strategic business functions that drive organizational success.