Advertising has come a long way from the smoke-filled offices and casual misogyny of the Mad Men era, but it’s still tough to make it in this industry. You need to navigate tight deadlines, be creative, on call, and win work over other, sometimes much larger agencies.
Being an innovative thinker doesn’t always translate to running a sustainable business – especially when the landscape is constantly changing. Countless times, I’ve seen creative founders who are visionaries at their craft but flounder when it comes to running a business.
So, how do you stay ahead of the curve and run a sustainable creative business?
Things have changed markedly since I started 3P Studio Group eight years ago. As well as being at the helm of an award-winning animation and VFX team, mothered two little boys and led the business through rapid growth while making different business decisions from many of my peers. While every business has its own nuances, I think the lessons I’ve learnt can be applied across many industries.
Here’s how I’ve stayed ahead of the curve.
1. Invest in technology
As with any creative industry, success in advertising relies on staying on top of new and emerging technologies.
We recently launched 3P+, a hub that brings together an eclectic mix of tech/math grads, creatives and design leads who are all excited about exploring the nexus between technology, AI and creativity. The team are working on projects around automated editing and post-production, virtual production and AI-generated content.
2. Create a solid foundation for the future
Success in business isn’t just about the present moment. It’s about setting the foundation for the future – with foresight and determination. We have recently more than doubled our footprint, from 300m2 to 700m2. Not only does this allow us to shoot short-form advertising on-site, but we have also expanded the business into feature films.
3) Hire the right people
Every team member – both past and present – has contributed to our growth. I don’t just hire people based on their creative skills but on their shared values and beliefs. Our motto is that, “We win as a team and lose as a team”. We’re all in this together, supporting each other through the highs and lows. I also provide my staff, male and female with maternity leave packages. I was treated appallingly by an employer when I was pregnant with my first child and I made a decision then that when I was in a position to make change that I would support my staff at such a pivotal time in their family’s life.
4) Creating a place I’d like to work
Investing in tech and growth is pointless if your team doesn’t love the work they do. I’m an editor by trade, and based on my experiences with former employers, I have always wanted to create a culture where I would like to work. One that fosters creativity and innovation, supports artists and doesn’t try to mould people into cookie-cutter versions of each other. This means a flexible workplace, where my team can find their own balance and prioritise what’s important to them. For some, this means integrating daily school pick-ups into their schedule. For others, it’s working when they feel most creative – which usually doesn’t align with the 9–5 mould.
Above all, I think business owners need to follow their instincts, embrace strategic planning, and always look for ways to innovate to stay ahead of the curve.
