From Dysfunction to Function:
The Evolution of a Creative Team
October 1, 1pm EDT
Maureen Carter, Creative Director, Comcast Interactive Media
The unification of a team of creative thinkers is imperative to meeting the demands of today’s business market. Developing captivating and progressive creative that focuses on the user experience and key business objectives—this is the mission of today’s design leaders. The success of which is still determined by profitability, but the methods to achieve it are evolving. Being successful at this begins with a viewpoint that a productive creative team methodology relies on the strength of the whole sum of talent rather than the strength of one. One of these methods involves the fusion of a creative team that becomes a connected team who is then more equipped to thrive and to churn out ideas that stand out from the crowd.
Aligning the proper talent with the right project or opportunity can prove valuable to your end solutions. Creative teams need mentorship and encouragement from their managers. This is the primary way these teams utilize the expertise of others to develop design solutions that are marketable and appropriate for its diverse audiences. The effort of pulling a team closer together as a method of design approach can breed results that come with a mix of influences that therefore result in a hybrid of generated ideas that are original and competitive.
Key Points
The use of design methodologies as a tactic to achieve team collaboration and as a constructive model for a team to unify. Pairing the right talent with the right project for ultimate creativity: dynamics of the individual in a creative team and aligning them to projects and other team members based on their backgrounds, their experiences, interests and skills. Not being afraid of the reality of one’s team: recognizing dysfunction within a creative team and facing it honestly while fostering solutions to bring cohesion to the group. Commitment to design means diversity in design: diverse audiences need diverse creative approaches; especially cultural for a blend of viewpoints.
This presentation will provide examples and discussion topics for design leaders and practitioners who are faced with building and fostering creative teams that are called to provide appropriate and engaging design solutions for their company or client needs in an ever changing market. It will help design managers gain a deeper insight on how to foster a creative environment for a team that is productive and to know when to “turn it upside down” in order to meet creative goals and create design solutions that break boundaries and make an impact.
Maureen Carter
As the Creative Director for the Interactive Media Group of Comcast, the nation’s leading provider of cable and cross platform services, Maureen Carter is responsible for leading a creative team of design and copy strategists to produce interactive experiences that engage customers and drive a consistent image across all site destinations within the Comcast Interactive suite of products. With focus on creative strategy and team visioning, Maureen maintains and directs the visual design and copy team to create dynamic solutions for its major portal site, including online promotions, along with interactive advertising partnerships, content partnerships, innovative product ideas and online brand integration with major partners and networks.
Prior, Maureen held various positions at BMG Entertainment as the Online Media Director/New Media Creative Director for Laface and Arista Records and at Refinery, an interactive advertising agency, as their Creative Director while finding time to teach design and media on the college level for the past 10 years.
Maureen holds a Master of Science degree from Pratt Institute in New York.
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