What Creatives Want: Understanding and Managing Creative Teams

Creatives don’t just think differently—they live and breathe their craft in ways that often defy conventional business logic. Managing creative team members or working with creative agencies can be both rewarding and challenging. Creatives are the lifeblood of innovation, but their unique approach to thinking and problem-solving requires a different management style than more traditional roles.

Brand Voyagers is offering our advice on what creatives truly want in a working relationship, how to effectively manage them, and how to harness their insights for the success of your business. We’ll cover the diverse ways creatives think, the importance of understanding their perspective, and strategies for activating creative thinking within your organization.

The Diverse Minds of Creatives

Creatives think in varied and unique ways. Some are deeply visual, thinking exclusively in terms of design, color, and composition. These individuals often see the world through a lens of shapes, patterns, and visual storytelling, where every color choice and layout speaks volumes. Others are more focused on language, crafting narratives, and communicating through words. These wordsmiths weave stories that connect emotionally and intellectually, understanding the power of language to move people. Then there are the rare creatives who can straddle both worlds, effortlessly blending visuals with compelling narratives—these are the unicorns of the creative world.

Understanding this diversity is central to effectively managing creative teams. As one of our Brand Voyagers creative directors put it, “To get the best out of your creative team, you need to understand how they think and what drives them. It’s not about controlling their process but guiding it.” Successful creative partnerships, whether internal or external, hinge on recognizing these different modes of thinking and leveraging them to solve complex problems in innovative ways. Each creative brings a unique perspective that, when nurtured, can lead to extraordinary results.

Aligning Creativity with Business Objectives

For creatives to truly excel, they need to understand the business they are working for. This doesn’t mean turning them into business strategists, but rather ensuring they see how their creative work contributes to the company’s success. When creatives understand the impact of their work on the business, they are more motivated and aligned with the company’s goals.

“Creatives need to see the impact of their work. When they understand how their designs or words drive sales or improve brand recognition, they’re more motivated and aligned with the company’s goals,” notes an industry expert. This alignment is important because it helps creatives feel that their work is valued beyond just aesthetic or intellectual appreciation—it’s contributing to the bottom line.

Effective communication is key here. Provide creatives with clear business objectives and show them how their contributions fit into the bigger picture. But also, be open to their insights; creatives often approach problems from angles others might not see. Their unique perspectives can uncover innovative solutions that might otherwise be overlooked.

Balancing Guidance and Creative Freedom

Creatives thrive on freedom—the freedom to explore ideas, experiment, and sometimes fail. However, they also need guidance to ensure their work aligns with the brand’s voice and goals. Striking the right balance between direction and freedom is key.

Creatives don’t need micromanagement; they need a clear brief and the autonomy to interpret it in their own way. This means giving creatives the space to explore and innovate while providing them with the necessary guardrails to ensure their work stays on brand and on message.

Listening to your creative team is just as important as guiding them. Their insights might unlock something extraordinary—something that wouldn’t have been possible without their unique perspective. Encourage open dialogue and create an environment where creatives feel comfortable sharing their ideas, no matter how unconventional they might seem.

Activating Creative Thinking in Your Organization

To truly unlock the potential of your creative team, create an environment that encourages risk-taking, experimentation, and collaboration. This means not only providing the right tools and resources but also fostering a culture where creativity is valued.

Encourage cross-departmental collaboration. When creatives work closely with other teams—like marketing, sales, or product development—they gain a deeper understanding of the business and can produce work that is both innovative and impactful. This collaboration helps break down silos and fosters a more integrated approach to problem-solving.

Regular brainstorming sessions, workshops, and creative retreats can also help stimulate new ideas and keep the creative energy flowing. The best ideas often come when people are relaxed and feel free to share their thoughts. Creating opportunities for informal idea sharing can lead to breakthrough moments that might not happen in a more structured environment.

Key Takeaways

• Creatives think in diverse ways—understanding their mindset is crucial for effective management.
• Aligning creative work with business objectives motivates and empowers creative teams.
• Balance is key: provide guidance while allowing creatives the freedom to explore and innovate.
• Activate creative thinking within your organization by fostering a culture that values collaboration, risk-taking, and experimentation.

FAQs

How do I effectively brief a creative team?

Provide a clear and concise brief that outlines the objectives, target audience, and desired outcomes, but leave room for interpretation. Encourage the team to ask questions and offer their insights.

What should I do if a creative’s work doesn’t align with the brand?

Have a constructive conversation. Provide specific feedback on how the work could be adjusted to better fit the brand while acknowledging the creative effort that went into it.

How can I foster a collaborative environment between creatives and other departments?

Organize regular cross-departmental meetings, encourage open communication, and create opportunities for collaborative projects that bring different perspectives together.

How do I measure the success of a creative project?

Success can be measured through various metrics such as engagement rates, sales growth, or brand awareness, depending on the project’s goals. Also, consider the internal feedback from both the creative team and other stakeholders.

What are the best ways to keep creatives motivated?

Offer opportunities for professional growth, recognize their contributions, provide constructive feedback, and ensure they understand the impact of their work on the business’s success.

Resources

Brand Voyagers – Creative Brief Google Doc