CMOs – Offices are the Death of Creativity

Posted: May 10, 2011 in advertising, marketing (general)
Tags: , , , , , , , ,

When the economy tanked a new synergy was born in the office. Controllers and accountants smiled as marketing cut down and integrated with other business office processes.

First, let me be clear: Marketing has to prove its worth in a business environment. Whatever metrics a business uses to qualify success has to be embraced by marketing as well. A direct correlation has to be made between a program or strategy and what impact it makes on the balance sheet.

But, the methods employed to get to the impact can’t be boxed in. Offices are great for regimented tasks, which are the backbones of businesses, however, marketing is not a regimented task. Ideas may strike at any time and an environment that encourages them should be striven for. Considering there are always deadlines, the constant flow of ideas should be of paramount importance. Professionals know how to cultivate the space in their head and still touch base with their immediate superior.

Just because the CMO is attending more meetings involving financing and IT infrastructure doesn’t mean that everyone in marketing should be handcuffed to a desk and fluorescent lighting. That’s what labor hierarchies are for. The CMO is depending on the marketing manager who is in turn depending on project managers. While these people are creative, they have to look at bigger pictures and provide direction. Any of these will provide valuable insight at a spitball meeting to hash out details. At some point it will fall to someone to actually make something though and that person needs the freedom to bring their A game.

It’s possible to have it both ways in marketing. Creative and business accountability, (Which can actually bring about more freedom if used correctly in proving wins for the department) it just may mean management does a little extra juggling.

To give you an idea of what the most creative people sometimes go through to produce works that have been proclaimed genius, take a look at this: http://the99percent.com/tips/7021/Why-Creative-People-Need-to-Be-Eccentric

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