WHAT'S HAPPENING?

The separation between creative ops and marketing ops is becoming a structural liability. Historically:

• Creative Ops = asset creation, production efficiency
• Marketing Ops = tech stack, data, campaign activation

WHAT'S DRIVING IT?

• Personalisation requiring asset and data orchestration
• Campaign velocity and complexity
• Competing budgets and misaligned KPIs

CHANGES BEING MADE

• Shared governance models
• Unified taxonomy across creative and campaign systems
• Integrated DAM, PIM and automation platforms
• Shared performance dashboards

THE IMPACT LEADERS ARE SEEING

• Reduced duplication
• Faster campaign activation
• Clearer accountability
• Improved creative effectiveness