Insights and Reflections: Two Months at Playe
Embarking on a new role at Playe, a company that supports an augmented operating model for creative teams, has provided me with a unique perspective on the evolving landscape of creative operations. In my conversations with marketing and creative leaders, I have gained valuable insights into their challenges, aspirations, and the changing dynamics of the creative industry. Here, I share my key takeaways from these discussions and shed light on the potential for Playe to revolutionise the way brands and agencies work with freelancers.
1 - The Desire for Change
The best conversations occur with those who are open to evolving their creative operations and breaking away from traditional approaches. Many heads of creative operations are keen to explore new ways of operating and there is a genuine interest in finding a more efficient mix of in-house creatives and external talent when needed.
2 - Rethinking Freelancer Engagement
Brands and agencies currently engage freelancers in two primary ways: hiring them on an as-needed basis or maintaining a trusted network of freelancers. However, managing freelancers—finding the right talent, negotiating contracts, ensuring compliance and handling payments—can be an administrative burden. There is a collective recognition that the current approach could be improved to enhance efficiency and effectiveness. It is also broadly recognised that improved transparency and adhering to compliance at all points of the creative production process is increasingly important for brands and agencies alike.
3 - Flexibility Challenges
Flexing creative teams to meet fluctuating demands is a common challenge. Brands often seek external agencies or individual freelancers to augment their in-house creative output during peak periods. However, doing so efficiently and cost-effectively remains a constant struggle. For those willing to explore bold solutions, Playe offers a promising alternative to directly address challenges associated with hybrid operating models.
4 - Cost Considerations
Some internal teams opt to cut external freelancers entirely, focusing solely on their internal talent pool to control costs. While this approach may work for teams with a consistent creative workload, it can lead to inefficiencies during peak and trough periods. Striking a balance in hybrid teams between internal resources and a pool of affordable and reliable creative freelancers remains an elusive goal that Playe aims to address.
5 - Evolving Agency Models
Despite launching internal teams and agencies, brands still value the support of external agencies for end-to-end creative execution. However, the traditional agency model is undergoing transformation. AI plays a significant role, enabling individual creators to work more efficiently across diverse creative disciplines. Brands are increasingly seeking external partners for specialised roles and skill sets. Agencies must evolve rapidly to meet these changing demands.
In Conclusion:
Embarking on this journey with Playe has been nothing short of exhilarating, connecting me with a network of passionate and talented creative professionals. The industry is undergoing remarkable transformations, fuelled by the advancements in AI and the ever-growing demand for diverse content formats. Playe's vision perfectly aligns with these changes, empowering creatives and revolutionising the way teams operate.
Together, we are shaping the future of creative collaboration, and I couldn't be more excited about the path ahead with Playe.
Garth Stone // Commercial Director APAC, PLAYE
