Creative Transformation
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The Economist Group
The brief
When I joined The Economist, the brand’s global creative was fragmented. Internal teams across London, New York, and India were siloed. Most creative work was outsourced to vendors who were slow and expensive.
The opportunity: build the brand’s creative capacity from within and unite three offices into one team.
Scope of Work
Case Studies
Client
The Economist Group
Year
2018–2020
Case study // The Economist Group
Creative Transformation
The Economist Group
2018–2020
The brief
When I joined The Economist, the brand’s global creative was fragmented. Internal teams across London, New York, and India were siloed. Most creative work was outsourced to vendors who were slow and expensive.
The opportunity: build the brand’s creative capacity from within and unite three offices into one team.
The build
I started with 2 creatives and grew the team to 7. The real transformation wasn’t headcount, it was what the team could do.
I retrained the India office from deck-makers into designers, illustrators, and infographic specialists. We stopped outsourcing and started producing.
How it ran
The system
Pre-Covid, the three studios operated as a single team. Files followed the sun, as an office closed for the day, work moved west. London to New York to India and back again.
I built a reusable system of templates and production tools that let the team move faster and cut client costs.
The work
Gates Foundation. Built a site and email campaign focused on their education and food initiatives in Africa.
HCL, Workfront, KPMG. Strategic creative partnerships delivering integrated campaigns across digital, social, print, and events.
We unified editorial and branded storytelling into one system. Complex global topics, made clear for global audiences.
One global studio, three time zones, fully in-house.
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9:41Loading prototypePrototype
Outcome
400%
Studio capacity.
80%
Less outsourcing.
66%
Faster production, through reusable editorial and branded content systems.
The build
I started with 2 creatives and grew the team to 7. The real transformation wasn’t headcount, it was what the team could do.
I retrained the India office from deck-makers into designers, illustrators, and infographic specialists. We stopped outsourcing and started producing.
How it ran
The system
Pre-Covid, the three studios operated as a single team. Files followed the sun, as an office closed for the day, work moved west. London to New York to India and back again.
I built a reusable system of templates and production tools that let the team move faster and cut client costs.
The work
Gates Foundation. Built a site and email campaign focused on their education and food initiatives in Africa.
HCL, Workfront, KPMG. Strategic creative partnerships delivering integrated campaigns across digital, social, print, and events.
We unified editorial and branded storytelling into one system. Complex global topics, made clear for global audiences.
One global studio, three time zones, fully in-house.
perspiciatis
unde vestibulum
Vestibulum lectus mauris ultrices
Lectus mauris ultrices vestibulum
Wireframe
Prototype
Key insights
400%
Studio capacity.
80%
Less outsourcing.
66%
Faster production, through reusable editorial and branded content systems.
