Mini : Design to think
Our perception changes when we look at things, allowing us to think of problems differently.
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Working at 42 Agency is beautiful because you can find yourself with a team of people from all backgrounds. We are illustrators, designers, researchers, scientists, anthropologists, psychologists... you name it. But, when it comes to performance marketing and the digital advertising industry, processes and disciplines are often mistakenly reduced to fit a one-size-fits-all role.
Are you good at numbers - Analytics specialist
Are you good at design - Creatives specialist
Are you good at writing - Copywriter
Are you good at analyzing - Strategist
The example above is oversimplified, but you get the point.
We tend to underestimate the potential and advantages that each discipline brings to the table. Following established patterns and doing things as they've always been is easier. But what if we're limiting ourselves by sticking to these predefined structures? What if we could utilize our skills beyond their apparent scope?
Improve your thinking using design.
Not too long ago, we faced a time when our director took a step back for the rest of us to grow (and for him to take a well-deserved vacation). Our brilliant art director, with a background in illustration, took this opportunity to reassess our internal and external processes and interactions.
When the rest of us saw the results, something clicked. Alejandra developed the first model for genuine collaboration between SEO, MOPs, Development, Operations, Demand management, Account Management, Design, and Copywriting.
In this case, design was not merely about creating eye-catching visuals for advertisements (the so-called "creatives"). It was a way for us to align internally. We learned how our actions impact other teams, mapped out internal and external touchpoints we sometimes overlooked, and finally understood and visualized how much work it takes to do what we do.
Design, in this particular scenario, compelled us to rethink our approach:
It fundamentally shaped our current growth strategy.
It enhanced internal collaboration.
It boosted our confidence by visualizing the value we bring to our clients.
It improved our ability to think, act, and grow.
According to the Merriam-Webster dictionary, this is the definition of design. To create, fashion, execute, or construct according to plan.
We used design in its essence, going beyond its superficial portrayal as mere "creatives." Our perception changes when we look at things (rather than talk about them), allowing us to think of problems differently.
Marketing is a dynamic discipline that thrives on diverse talent. It is time we start using each domain to capture and add as much value to our marketing efforts.
Would you like to learn more about using Design Strategically? Please be sure to sign up for our office hours. Alejandra Céspedes, our Art Director, will share in the following weeks how we leverage design internally and with our clients.
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