The Creativ Brief: Structure, Growth and Employees
We are entering a new phase at Creativ Strategies in which we need to create structure in order to scale.
That means hierarchies, policies, procedures, and codes of conduct - you know, all the fun stuff people love from corporations.
Many of these business norms are unspoken or written in dry prose in a quickly forgotten employee handbook.
We are trying something different; a living document for all managers and employees. We are calling it the Creativ Guidebook.
The guidebook is laid out in 3 simple sections:
A welcome to the company: background, mission, vision, purpose, culture, and values
Code of conduct and policies: workplace rules, privacy, equipment, conflict resolution, attendance, and termination
Compensation, Benefits, and Leave: how, when, what you get paid for, benefits we offer, vacation and holidays, sick and paid time off rules
All employees reviewed and agreed to the guidebook outline.
To move forward as a team, everyone must be facing the same direction.
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3 Stories Dominating Media and Tech Headlines
Amazon ad sales grew 26% in Q3 with help from ‘Thursday Night Football”. Amazon claims their streaming ads are differentiated because ads seen on their live sports broadcasts can be linked directly to their ecommerce store. The promise of streaming (read digital) TV ads is a broader focus on performance marketing applied to TV.
Why it Matters: Streamers are going to continue buying sports rights in the future. Watch this space to understand how sports rights will be sold to different mediums, and how this will affect which type of ads are seen alongside sports content.
Comcast shares fell roughly 8% on Thursday after the company reported a surprise loss of broadband customers in the third quarter. Mobile providers like Verizon, T-Mobile, and AT&T have entered the space with flexible offerings that attract lower-income consumers.
Why it Matters: Wireless broadband is a fast growing category. Multiple large telecom companies have introduced competing brands. Each will have to work harder to gain broadband customers as internet penetration increases.
Disney has agreed to pay roughly $8.6B for Comcast's Hulu stake, a join announcement declared Wednesday.
Why it matters: Disney’s full ownership of Hulu means new streaming bundles with Disney+ and Hulu are coming. Bundling will reduce churn and boost pricing power. According to Morgan Stanley analyst Benjamin Swinburne, this is “key to scaling streaming revenues against a largely fixed cost base”.
Employee Spotlight - Bree Doldron in Ad Age
Our very own Associate Consultant, Bree Doldron has a byline in Ad Age. In it, she writes about her own experiences with advertising brands as a Gen Z consumer, how brands are giving the ‘ick’ through awkward advertising, and what marketers can do to connect with Gen Z consumers.
Stat of the Week - Platforms where US Adults Make Purchases Directly
Chart by Miles Mahoney
Instagram, TikTok, and Youtube are Gen Z’s 3 most used social media platforms for making digital purchases.
Gen Z is twice as likely to use social media platforms to make online purchases, compared to all other demographics.
Social platforms are dominating not only Gen Z attention, but the purchases they are making. More and more, social is converting users to shoppers. Brands should have a strategy to compete in this market.
One Fun Thing - Clallam County Have Voted for Winning President for 50 years
A Washington State county, home to about 78,000 people, is the only one that has voted for the winner of the presidential race every year since 1980.
The fascinating microcosm of America seems to be less and less common. Liberal and conservative voters have stratified into homogeneous red and blue pockets in the United states.