Creativity vs Execution

Due to the broad spectrum of digital media channels maintaining both the creative and execution advantage is increasingly di�cult. Ramifying those two areas instead creates an environment of two closely collaborating skill groups - the power to innovate without limit and the skill of e�cient delivery - with connecting feedback loops.

Competence ramification results in increased focus on the core activity - for creative teams, this means designing inspiring messaging and engaging experiences with the support of e�cient execution using scale advantage, latest channels and technology solutions provided by digital production specialists.

Digital Production Partner

Digital production is the process of converting the creative insight and brand message into emails, banners, websites, social and mobile applications and rich media in such a way that the individual message reaches the target audience in the most e�ective manner. It includes a feedback loop that measures the e�ciency of marketing activities and provides insights for continuous improvement of the creative process.

The collaboration between production and creative companies ensures smooth execution of the brand message, it's consistent visual representation as well as maximum advantage of creative insight generated by the data from digital products.

“The central goals of marketing won’t change: build a strong brand and drive demand. And creativity will remain at the core of our craft. Don’t be afraid to encourage your teams to experiment, take some smart risks, and measure everything. Marketing teams should view the explosion of channels, data and technology as an opportunity, not an obstacle.”

Ann Lewnes, CMO,Adobe Systems

MissionimpossibleMarketers are increasingly challenged to do more with less. This is no easy task particularly in the digital space, which is a vast and always-connected medium where measurable performance is key.

"We’ve got to take this positive approach and use the situation as an opportunity to rethink how we do things to deliver ever greater value for money."

Helen Normoyle, Director of Marketing, BBC

Expert production partner allows creative teams to:

- design the most compelling message and experience without limits of in-house production skills and capacity- focus on high margin areas of insight, strategy, ideation and analytics driven optimisation- deliver higher impact across more channels within the same budget

Brand consistency

Both global and local brands must ensure image consistency and quality across digital channels and markets. Multiple agencies working on execution of a single campaign make quality control and consist-ency di�cult, even if policies and additional layers of supervision are in place. Digital production partners with multi-media delivery skills are a key instrument in maintaining that consistency and provide a single point of view on execution of the creative vision both across digital channels and geographies.

Quantifiable impact

The business impact of the collaboration between specialist creative and production teams collaboration are:

- Cost optimisation due to consolidation of production activities, standardised processes, product templating and near-shore delivery- Consistency of message and brand identity across channels and markets- Improved responsiveness and access to cutting edge technology and platforms

About Dyno London

Dyno London is a digital production company converting creative insights and messages into designs, emails, websites, rich media as well as social and mobile applications. Our team of one hundred develop-ers and fifty UX, UI and design creatives has extensive experience in building digital marketing products. We’re a partner to leading agencies and brands on execution of their creative vision, ensuring e�cient delivery of consistent brand image across multiple channels and markets.

To explore how digital production will add value to your marketing activities, please contact

Marcin Grodzickimarcin@dynolondon.com+44 (0) 7570 087 876

"For organisations to successfully select the right channels for the right audiences, a consultative culture must be fostered both within the marketing department and beyond, with specialists across the creative, digital and technology industries."

The future of multichannel marketing report, Experian