Social Media
5 min read

Building the Perfect Creative Team for Your Business

Published
January 22, 2025

We've all heard the phrase "too many cooks in the kitchen." There's just a limit to how many people can reasonably work on a project, especially in creative fields. This is especially true when people's individual skillsets just don't mesh – whether it's because they're out of place or because they just don't fit on a particular project. Today, we're going to unpack what the ideal number of collaborators are on creative projects.

One person is not enough. At a minimum, everyone needs someone to bounce ideas off of, and ideally have a few people who can provide real feedback that can help nurture ideas. I don’t care if you’re a master of all trades. Solo projects almost never yield the best results, and having one “marketing guy” will accomplish nothing.

When building a team, it’s important that everyone involved comes from different backgrounds. Simply put, people with similar backgrounds will likely have similar approaches to creative problem solving. This creates echo chambers that limit the scope of creative executions. Strong creative work will, at minimum, need 2-3 people with different skillsets.

We also find it incredibly valuable to bring in people outside of marketing. Even though our team is diverse in both background and skillset, we still find ourselves having tunnel vision at times. Some of our best ideas have come from conversations with friends, family, and clients. This is only effective if those outside voices know exactly what their role is, and know when to stay in their lane.

Oftentimes, we make marketing calls because we know the best practices of marketing. We make decisions knowing that the ROI is going to take months – or even years – to show up. Marketing is a much slower process than any other business decision. It's easy to add a new menu item and watch sales go up instantly; building brand awareness and equity is a slow and more meticulous process. Part of our job is making sure that things are going in the right direction, and that means embracing a few bad months.

We also have the experience to know what is actually worth stressing over. We channel our past experiences to stay out of our own way, and avoid the pitfalls that many brands fall into. In these instances, it is disadvantageous to bring in non-marketers. They just don’t understand the nuances behind our vision, and will get in the way of a plan that is rooted in proper industry experience. Whether it’s a lack of regard for trending content or a social media expectation that doesn’t align with reality, people who lack marketing experience constantly step on their own toes.

By the way, that doesn’t mean you should never ask questions. Please, ask us questions! We put a lot of work into our craft, and we love to talk about the rationale behind our ideas. That said, we run into problems when there is too much intervention. When ideas are being shot down for seemingly arbitrary reasons, it gets in the way of the creative vision of our team. Each piece of content is made with the broader social media landscape in mind, and shooting ideas down for reasons not directly related to social media optimization only causes harm. It causes clients to get in their own way while our creative team becomes frustrated.

If it were up to me, we'd have a healthy mix of strategists, iPhone shooters, and camera shooters. This, coupled with a healthy line of communication from the non-marketers of the world, keeps our content rooted in the realities of the current media landscape.

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