October 22, 2017

Me, talking about Digital Asset Management

I'm a DAM Champ

I’m a DAM Champ

I recently had a chance to share my thoughts on digital asset management, digital workflows, and creative operations technology with the great folks at Widen.

Digital Asset Management is where it all began for me. I installed my first DAM system more than 10 years ago, in my early days at Comedy Central. That experience sowed the seeds of a growing interest in technology that enables creative teams to thrive — especially tools that help production and creative workflows.

I’ve seen a steady proliferation of systems designed to meet a growing range of use cases. You don’t have to look any further than DAM and Creative Operations conferences — which are experiencing record-breaking attendance, combined with sponsor boom across many areas of specialization.

But even as these systems grow their capabilities and expand their reach, the glue that holds it all together is the foundational need to manage those digital assets in the first place.

You can find my interview on the Digital Asset Management blog — check it out.

Thanks to Melanie Olsen and Nora Gehin!

July 15, 2017

Killer Ops: The Tech Stack

About the Killer Ops series:

How can creative teams increase their Value Proposition? How can they become better strategic partners in the organization? Following the entrepreneurial model of Product Development, creative teams – and organizations – can learn to think and act like a startup, to develop a framework for continuous innovation, improved operations, and greater success.

What This is About: Analyze your creative Tech Stack by studying your current needs and existing tools, and mapping your toolkit ecosystem.

Why it Matters: A Tech Stack Canvas is a powerful way to analyze your core needs and evaluate your digital toolkit, using four quadrants. This visualization will structure your thinking about the Tech Stack you need to thrive — helping with your decision-making and your business case when the time comes to fight for better tools.

Read more

June 2, 2017

Get Better Jira in 7 Steps

Take Control of JIRA

by Kevin Gepford

Quick question: If a task management tool was offered free for your creative group, yet it was anti-collaborative, punchlist-focused, provided no way to visually manage your work, and worst of all was profoundly ugly… if all these things were true, would you accept it?

Who am I kidding… of course not!

But haha this is a trick question — in the real world you might not have a choice. The tragic truth is that creative teams are often forced into using a massively inappropriate tool, chosen by the IT or business sides of the org without any thought to creative’s needs.

That tool has a name. And its name is Jira.

Read more

May 4, 2017

8 Top Takeaways from Creative Ops Conference

Top 8

by Kevin Gepford

Creative Operations is on a roll.

Even just five years ago the term “Creative Ops” was barely even a thing. But now it’s popping up all over the place — via online jobs postings and LinkedIn, and conferences are beginning to take notice. Just a couple of years ago Henry Stewart added a day-long Creative Ops track to its premiere digital asset management conferences. And this year, Insight Exchange got into the action with a dedicated 2-day event of its own.

This is an exciting trend, and it’s right up my alley.

Read more

April 1, 2017

Conferences: Creative Operations Exchange

Creative Operations Leadership is Essential

by Kevin Gepford

When I joined AT&T’s digital creative team in the fall of 2016, my job title included a couple of words that even four years ago you didn’t hear very much. Those words were “Creative Operations.”

Change has happened quickly. Creative Ops, as a management concept, is popping up on online jobs postings and LinkedIn. This is definitely a trend — more and more creative organizations are devoting strategic leadership resources to getting the work done smarter and better.

Read more

March 3, 2017

Killer Ops: Empathy Maps

Empathy Maps

by Kevin Gepford

What This Is Gleans the juicy parts from your interviews to show what challenges your team, and what they see, think, feel, and hear.

Why it Matters Brings home the pain and aspirations of the people you work with and shows you the things that your Future Creative Ops might be able to resolve.

You’ve done the same during your interviews and persona development — uncovering numerous pain points within your team. Product Managers put a lot of effort into learning more about their customers to glean insights about their pains, needs and problems. This brings focus to the development of their product or app.

Read more

January 18, 2017

Killer Ops: The Power of Personas

Power of Personas

by Kevin Gepford

What This Is: User personas are composite profiles that represent clusters of users.

Why it Matters: Personas humanize the key themes across our creative work group, while stripping out the distraction of real identities. Personas capture the needs and behaviors of the people in our team, and also help inform your department direction and strategy.

Our journey of applying the methods of Product Management to Creative Operations continues with personas. Every app developer on the planet does this. I’m using personas during my current development project to create a centralized workflow system for the digital marketing group at AT&T.

Read more

December 19, 2016

Killer Ops: External Interviews

Series - A Farther Look

by Kevin Gepford

What’s Special About External Interviews? We’re getting the expert views of people outside our business workplaces.

Why External Interviews Matter An outside perspective will help give us context, inspiration, and confidence.

Research conducted within your team and organization will reveal a lot of great insights about how the place is actually functioning, and what your team thinks about ways to make things better.

Now, you need to get out of the building!

Read more

October 4, 2016

Killer Ops: Internal Interviews

Series - A Closer Look

by Kevin Gepford

What’s Special About Internal Interviews? The focus is inward — a deep dive with your team and people from the groups you serve and support.

Why Internal Interviews Matter These help us get a clearer picture of our team’s workflow, environment and needs.

There’s a ton of reasons why start-ups and new products fail. But a big one is a poor understanding of the market and the needs of the potential users. Creative Operations teams needs the same level of attention, and research, rather than just running on autopilot.

Read more

September 18, 2016

Killer Ops: Minimum Viable Product?

Series - Minimum Viable Product

by Kevin Gepford

How does Creative Ops define MVP? Validating an idea by identifying the smallest things that could be done to get results.

Why it Matters By starting small you test your ideas, as well as gain momentum, experience and credibility in your quest to make a bigger difference.

Product Managers talk about Minimum Viable Product as a way of building a prototype with just enough features to gather validated learning about the product and its continued development.

Read more

August 12, 2016

Data and the Power of DAM at Comedy Central

DAM at Comedy Central

by Kevin Gepford

Digital Asset Management at Comedy Central got its start as a grassroots initiative, and over the years had steadily grown in size and usefulness while never quite achieving institutional legitimacy.

One day I realized I was tired of explaining to our creative and business managers – every year – why investing in our Digital Asset Management system was so important. I needed to figure out how to present my case for DAM in a way that made sense to them.

Read more

August 2, 2016

Comedy Central Uses DAM to Find the Funny

DAM at Comedy Central

by Kevin Gepford

Digital Asset Management was one of my early initiatives at Comedy Central, and it’s remained one of my all-time favorite projects there.

Comedy Central’s DAM system was originally created by — and for — the print design team. The initiative started small, but it grew to serve additional teams across the larger creative workgroup. Over the course of a decade its reach eventually expanded to serve a broad swath of users across Viacom’s corporate enterprise — users who have come to depend on it for ready access to a collection of more than 50,000 of Comedy Central’s branded digital assets.

Read more

July 13, 2016

Killer Ops: Your Business Model

Series - Business Model Design

by Kevin Gepford

What’s the Business Model Canvas? The Canvas is a one-page template that lays out both what you do, and how you go about doing it. It documents existing business models — or helps develop new ones — and provides a framework for you to design, challenge, invent, and change.

Why it Matters The canvas forces you to distill everything you do down to its essence — and create a document that visually explains it. The template works for businesses and start-ups, and also for teams and departments within larger organizations.

Read more

June 16, 2016

Killer Ops: SWOT Analysis

Series - SWOT

by Kevin Gepford

What’s SWOT?: SWOT analysis is a framework for doing research and formulating a business strategy. It analyzes strengths, weaknesses, opportunities and threats, and can be applied to existing businesses, teams and departments, and new business ideas.

Why it Matters: This is essential for developing your group’s Value Proposition. Insights from your internal research are synthesized to map ways to improve operations, use resources more efficiently, and anticipate risks to your group and its success.

Read more

May 7, 2016

Killer Ops: How to Make a Plan

Series - Make a Plan

by Kevin Gepford

What This Is: A results-oriented series of steps to flesh out an idea and carry it to the finish line.

Why It’s Important: Winging it is not a business plan.

Let’s take a look at each step from a Product Management perspective, and apply it to Creative Ops.

Read more

April 30, 2016

Killer Ops: First Steps of Discovery

Series - First Steps

by Kevin Gepford

What This Is: Put on the thinking cap and come up with broad ideas about how to improve Creative Operations.

Why It’s Important: Without a plan, we won’t know where we’re going.

The opening act for Product Managers is The Big Idea — to conceive… to dream, to imagine, and to form a plan.

It’s also the first step for Creative Operations managers who embrace the challenge to improve the productivity of their creative staff through better tools, systems, and methods.

Read more

April 25, 2016

Killer Ops: What Can We Learn from Product Management?

Series - Creative Ops Can Learn from Product Management

(This Article is First in a Series)

by Kevin Gepford

As a Creative Operations leader you see your team struggling on a daily basis to get the work done, in an environment that sorely needs a makeover.

The creative workplace is largely reactive — lurching from crises to crisis, shooting at everything in sight, rushing to meet deadlines, and driven by creative visionaries with their mercurial ways.

We need to make some changes in our approach. As the Grail Knight said to Indiana Jones in “The Last Crusade”: It’s important to choose wisely.

Read more

March 31, 2016

How to drive creative work forward and build a 3.0 version of your creative ops ninja team

DAM NY 2016

by Kevin Gepford

In just a few weeks, the 2016 Henry Stewart DAM NY Conference will feature an all-new Creative Operations track. I’m thrilled to return as a speaker.

For the last two years at the conference, I’ve talked about Comedy Central’s digital content hub at — first as a case study focusing on the benefits our system offered to our creative team. Last fall, at the Los Angeles conference, I dove a little deeper into our strategy and development process, and the business benefits of the in-house product development of our solution to address several core creative operations needs.

Read more

February 12, 2016

The Evolution of Comedy Central’s Creative Content Hub

CC Share - Evolution

by Kevin Gepford

This is a tale of two departments that tore Comedy Central’s digital creative content hub in half.

I jest! We’re comedy natives — no drama for us!

A core goal of CC Share (the name of our content hub), was that it should serve the needs of two separate business units that each needed a way to manage multimedia content. We started out thinking we could solve everything with a unified code base. But when that strategy hit a wall, we pivoted to a multi-tenant platform that gave us more flexibility to create a focused and unique interface for each group.

Read more

February 3, 2016

Comedy Central Dumps its Obsolete Optical Media Archive

CC Dumps Optical Media

by Kevin Gepford

Comedy Central migrated its entire Brand Creative archive to a modern system, and tossed 18 years worth of optical media into the dumpster.

Here’s how.

We had amassed 800+ CD’s and DVD’s in a comprehensive archive of all source files — for every single print project generated by the Brand Creative group since the team… well, pretty much since the team’s very beginnings.

Read more