Creative 2.0
Creative Direction + Leadership + Team Building
Objective
Internal initiative launch. As the creative director for a new digital marketing agency, I saw a need to elevate the creative team’s output in order to drive better client results. We developed Creative 2.0 a team-wide initiative focused on training, resources, and process improvements. The plan included creative quality training and accountability, new structures and workflows for client collaboration, and additional resources to support execution. Officially launched mid-2021, Creative 2.0 quickly improved creative quality and contributed to the agency’s YOY increase in client retention and growth, while maintaining stable departmental costs.
Platforms
Photo & Copy
Internal Communications: Team-wide rollout presentations, initiative documents, and process guides
Client-Facing: Improved deliverables across campaign assets, creative presentations, and final outputs
Training: Creative quality workshops, resource libraries, and accountability systems
Reports: End-of-year performance reviews, client retention and growth metrics tied to creative quality
