Assembly-lines are out. Real creative partnerships are in. In our latest guide, 22 top creative and marketing leaders unpack how great work really gets made—from bold ideas to buy-in.
“It can’t be an assembly line. You have to bake in collaboration—brainstorms, thought starters—before your jump to production. That’s where the best ideas come from.”
Kevin Branscum, Senior Director of Brand Marketing at Typeform, shared this thought when we interviewed him for our latest guide. And he wasn’t the only one. The concept of partnerships—true collaboration between marketers and creatives—came up over and over again as the lynchpin for any successful campaign.
That’s why we called the guide, Inside Great Creative Partnerships.
It digs into hard-earned, real-life lessons from 22 top creative and marketing leaders shipping great work, together. We’ve already spilled their number one secret. But there are many more big ones, like:
How to actually do more with less
How to get buy-in from top to bottom
...and of course, what role the robot in the room should (and shouldn’t) play.
Here’s a sneak peek of these secrets, courtesy of marketing and creative leaders at Wistia, Leonardo.Ai, Typeform, Booking.com, Twilio and yours truly, Superside. For the whole pot of tea, grab the guide.
The source of great ideas
No, it’s not ChatGPT. Though it can certainly play a role, which we’ll touch on in a sec.
But first and foremost, great ideas can come from everywhere. That really narrows it down, doesn’t it?
Before you bounce, consider what that really means: Being open to inspiration from every source, both internally from every person and department and externally from every brand and vertical. At Wistia, fostering an environment where great ideas can, and do, come from everywhere is one of the creative and marketing team’s secrets to standout campaigns.
But Wistia’s Taylor Corrado, Senior Director of Brand Marketing, and Adam Day, Creative Director, didn’t just talk the talk. They walked the walk, sharing examples of SNL skits inspiring the format for a “live show” launching their annual State of Video Report and Hinge’s phonebook campaign sparking the idea for their own physical Webinar Guidebook.
These creative campaigns landed to the tune of thousands of downloads. Of course, figuring out which ideas will land is a whole other topic. Thankfully, Day and Corrado had some thoughts there too, starting with focusing on the best idea to achieve your goals while considering audience resonance.