Inside Great Creative Partnerships Guide
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Inside Great Creative Partnerships Guide
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Cover page introducing the “Inside Great Creative Partnerships” guide, a report featuring insights from 20+ creative and marketing leaders.
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This page covers "2 Chapter 1 Intro" and highlights: Inside greaT creative partnerships 02 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command Table of contents Introduction Ideas that stick: Bringing together creativity and empiricism Doubles strategy: Executing with precision under pressure The creative puzzle: Solving for quality and consistency at scale Beyond the bar graph: Making what moves, measuring what matters Creativity in command: Proving business impact and getting buy-in 03 04 21 35 51 64
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This page covers "3 Intro" and highlights: How many times have you pushed a launch this year? Tabled a great idea because you didn’t have the time or resources to pursue it? Wiped the sweat off your brow as yet another ping added to your pipeline?
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This page covers "4 Chapter 1 Divider" and highlights: Chapter 01 Ideas that stick: Bringing together creativity and empiricism
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This page covers "5 Chapter 1 Intro" and highlights: It might raise more questions than answers, but according to Wistia’s Creative Director, Adam Day, good ideas can come from everywhere.
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This page covers "6 Chapter 1 - Topic 1 Duo" and highlights: Inside greaT creative partnerships 06 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command Taylor Corrado Sr.
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This page covers "7 Chapter 1 - Topic 1 Intro" and highlights: On creativity & good ideas From SNL skits to physical phonebooks, the creative and marketing teams at Wistia find inspiration everywhere. And both Day and Corrado are firm believers that the best ideas do, in fact, come from all over.
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This page covers "8 Chapter 1 - Topic 1 content a" and highlights: Inside greaT creative partnerships 08 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command The merit of an idea is inherently subjective.
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This page covers "9 Chapter 1 - Topic 1 content b" and highlights: Inside greaT creative partnerships 09 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command One last tip when validating ideas: Always be pitching.
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This page covers "10 Chapter 1 - Topic 1 content c" and highlights: Inside greaT creative partnerships 10 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command Beyond encouraging a good pitch, Day and Corrado are genuinely open to ideas from all sources.
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This page covers "11 Chapter 1 - Topic 1 content d" and highlights: Inside greaT creative partnerships 11 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command Even working from a deep understanding of your brand and audience, Day and Corrado know not every idea will be a smash success.
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This page covers "12 Chapter 1 - Topic 1 content e" and highlights: Great idea Inside greaT creative partnerships 12 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command Day summed it up succinctly: All of these practices build trust that as a leader you want your team members to grow, which helps them in their careers and also encourages them to contribute their absolute best creative work.
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This page covers "13 Chapter 1 - Topic 2 Duo" and highlights: Inside greaT creative partnerships 13 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command Jessie Hughes Sr.
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This page covers "14 Chapter 1 - Topic 2 Intro" and highlights: On AI’s role in ideation These days, there’s another brainstorm partner in the room worth discussing: AI.
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This page covers "15 Chapter 1 - Topic 2 content a" and highlights: Inside greaT creative partnerships 15 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command Flow State works like this: Hughes types in a basic prompt, say “a pink, fluffy shoe,” and Leonardo.Ai instantly generates a feed of images based on that starting point, covering a lot of variety from angles to mediums.
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This page covers "16 Chapter 1 - Topic 2 content b" and highlights: Inside greaT creative partnerships 16 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command In his work for Superside, he develops marketing strategies and campaign plans for multiple customers often working within constraints, like tight deadlines and limited resources (sound familiar?).
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This page covers "17 Chapter 1 - Topic 2 content c" and highlights: Inside greaT creative partnerships 17 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command In addition to these systems, Ginori and his team have a one-pager that breaks down how to use AI across ideation and strategic development, including the output, process, tools and AI steps to take at each phase.
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This page covers "18 Chapter 1 - Topic 2 content d" and highlights: Inside greaT creative partnerships 18 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command As we’ve touched on, AI expands possibilities, and that can lead to some happy accidents… Hughes shared an example where she was trying to come up with a design for a graphic t-shirt—her idea was to show an eagle with its wings up doing a skateboarding trick.
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This page covers "19 Chapter 1 - Topic 2 content e" and highlights: Inside greaT creative partnerships 19 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command AI gets a bad rep sometimes, but the problem isn’t with the tool.
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This page covers "20 Chapter 1 - Conclusion" and highlights: Inside greaT creative partnerships 20 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command Ideate expansively and without fear Ideate expansively and without fear The through-line of these stories from Wistia, Leonardo.Ai and Superside?
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This page covers "21 Chapter 2 Divider" and highlights: Chapter 02 Doubles strategy: Executing with precision under pressure
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This page covers "22 Chapter 2 Intro" and highlights: For Jennifer Rapp, Chief Marketing Officer (CMO) at Superside, that moment came when she joined a company ready to evolve. “We had grown into a company that had the best enterprise brands in the world as customers,” she said.
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This page covers "23 Chapter 2 - Topic 1 Duo" and highlights: Inside greaT creative partnerships 23 Dimitra Papastathi Principal Brand Designer at Typeform Dalton Nascimento Sr.
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This page covers "24 Chapter 2 - Topic 1 Intro" and highlights: On scaling creative output through systems, collaboration and partnerships When creative demand spikes but team size stays lean, many marketing and creative leaders face a common dilemma: How to scale quickly without compromising on quality.
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This page covers "25 Chapter 2 - Topic 1 content a" and highlights: Inside greaT creative partnerships 25 For Dalton Nascimento, Typeform’s Senior Paid Marketing Strategist, high performance doesn’t mean chasing volume for volume’s sake.
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This page covers "26 Chapter 2 - Topic 1 content b" and highlights: Inside greaT creative partnerships 26 Some kinds of projects we know don’t need a creative review— they can just have one stakeholder review and go out the door, others might need full art direction.
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This page covers "27 Chapter 2 - Topic 1 content b" and highlights: Inside greaT creative partnerships 27 Scaling through systems is one part of the puzzle. Scaling through strategic partnerships is another. Even with smart systems in place, the team knows when it’s time to bring in outside help.
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This page covers "28 Chapter 2 - Topic 1 content c" and highlights: Inside greaT creative partnerships 28 Beyond people and processes, Typeform’s team has embraced tools that let them do more without compromising quality. “We shot a video for TikTok and wanted to use it on other channels in landscape,” Nascimento recalled.
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This page covers "29 Chapter 2 - Topic 2 Duo" and highlights: Inside greaT creative partnerships 29 Jennifer Rapp Chief Marketing Officer at Superside Kae Neskovic Executive Creative Director at Superside 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command Featuring: Featuring:
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This page covers "30 Chapter 2 - Topic 2 Intro" and highlights: On unlocking creative scale and speed with AI Speaking of running faster, the pressure to scale high-quality creative assets is a fact of life for creatives and marketers.
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This page covers "31 Chapter 2 - Topic 2 content a" and highlights: Inside greaT creative partnerships 31 Insights from a significant research effort—interviews with over 200 marketing, brand and creative leaders—pointed to a clear opportunity: Reposition Superside to meet the needs and expectations of modern enterprise teams.
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This page covers "32 Chapter 2 - Topic 2 content b" and highlights: Inside greaT creative partnerships 32 Rather than replace human work, AI was used to expand on it—dramatically. The team used human judgment to define the foundations, from color palette and design principles to core imagery.
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This page covers "33 Chapter 2 - Topic 2 content c" and highlights: Inside greaT creative partnerships 33 Thanks to a co-creative model with marketing, creative and AI working in close alignment, Superside’s rebrand was completed in six months—comparable to Rapp’s past rebrands at high-growth companies like DoorDash and Klaviyo, but without an agency and at a fraction of the cost.
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This page covers "34 Chapter 2 - Conclusion" and highlights: Inside greaT creative partnerships 34 Build a model that supports speed and quality Build a model that supports speed and quality The stories from Superside and Typeform show scaling creative output under pressure isn’t about doing more with brute force—it’s about being smarter with the resources you have.
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This page covers "35 Chapter 3 Divider" and highlights: Chapter 03 The creative puzzle: Solving for quality and consistency at scale
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This page covers "36 Chapter 3 Intro" and highlights: But as Cate Williams, Marketing Strategy Manager at Superside, explained, “When you’re looking to do anything at scale, you need to have one source of truth, a foundation to come back to. The brand is the one source of truth.
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This page covers "37 Chapter 3 - Topic 1 Duo" and highlights: Inside greaT creative partnerships 37 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command Daniel Bell Design Manager, Brand Studio at Booking.com Cate Williams Marketing Strategy Manager at Superside Featuring: Featuring:
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This page covers "38 Chapter 3 - Topic 1 Intro" and highlights: On the power of brand Bell calls it the north star. Williams calls it the one source of truth. It’s clear they’re of like-mind when it comes to the key nature of brand, especially in the context of scaling creative campaigns in a consistent, high-quality way.
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This page covers "39 Chapter 3 - Topic 1 content a" and highlights: Inside greaT creative partnerships 39 Simplicity empowers consistency at scale—a fact Booking.com uses to their advantage with a minimalistic brand identity that includes their core blue, logo and typography.
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This page covers "40 Chapter 3 - Topic 1 content b" and highlights: Inside greaT creative partnerships 40 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command Within this bible, you’ll find key pages covering brand values, personality, tone of voice, as well as what Williams calls a brand core: Why, what and how statements aligned to Simon Sinek’s Golden Circle model.
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This page covers "41 Chapter 3 - Topic 1 content c" and highlights: Inside greaT creative partnerships 41 In addition, Bell’s team put on a big song and dance every time they launch a campaign.
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This page covers "42 Chapter 3 - Topic 1 content d" and highlights: Inside greaT creative partnerships 42 Bell shared a notable example of one such campaign where the scale was staggering: Booking.com’s 2025 Super Bowl ad.
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This page covers "43 Chapter 3 - Topic 1 content e" and highlights: Inside greaT creative partnerships 43 We’ve all noticed how over time, our taglines pop up in one shape or another on competitor sites, our out-of-the-box creative concepts start flooding feeds—take it as a compliment and a sign to change directions.
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This page covers "44 Chapter 3 - Topic 2 Duo" and highlights: Inside greaT creative partnerships 44 Phillip Maggs Director of AI Excellence at Superside Monica Romaniuc Sr.
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This page covers "45 Chapter 3 - Topic 2 Intro" and highlights: On using AI while ensuring creative quality A year ago, AI’s primary value was in exploration: The expansion of possibilities we touched on when we spoke about ideation.
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This page covers "46 Chapter 3 - Topic 2 content a" and highlights: Inside greaT creative partnerships 46 These days, it’s easier to say where AI isn’t useful in creative workflows, rather than breaking down all the places it is.
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This page covers "47 Chapter 3 - Topic 2 content b" and highlights: Inside greaT creative partnerships 47 Just because a tool is useful across workflows, doesn’t mean you’re able to use it.
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This page covers "48 Chapter 3 - Topic 2 content c" and highlights: Inside greaT creative partnerships 48 Specifically, Maggs was referring to custom AI image models.
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This page covers "49 Chapter 3 - Topic 2 content d" and highlights: Inside greaT creative partnerships 49 AI gives us time to dream bigger and expands possibilities for the better. Rather than default to fear or apprehension, Maggs and Romaniuc encourage their peers to see AI for what it is: A force multiplier.
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This page covers "50 Chapter 3 - Conclusion" and highlights: Inside greaT creative partnerships 50 Scale quality creative through collaboration Scale quality creative through collaboration As Booking.com demonstrated beautifully, a strong brand is foundational to scaling quality creative.
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This page covers "51 Chapter 4 Divider" and highlights: Chapter 04 Beyond the bar graph: Making what moves, measuring what matters
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This page covers "52 Chapter 4 Intro" and highlights: But breakthrough creative doesn’t happen by accident. It takes more than clever ideas or beautiful design. It takes a clear understanding of what actually works… and what actually moves.
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This page covers "53 Chapter 4 - Topic 1 Duo" and highlights: Inside greaT creative partnerships 53 Meg Gowell Director of Growth Marketing at Typeform Kevin Branscum Sr.
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This page covers "54 Chapter 4 - Topic 1 Intro" and highlights: On using formats that land There’s no singular formula for breakthrough creative. But if there’s a throughline, it’s this: The formats you choose matter as much as the message you’re trying to send.
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This page covers "55 Chapter 4 - Topic 1 content a" and highlights: Inside greaT creative partnerships 55 What success looks like means different things for different people. Ultimately, it’s about impact. From the marketing side, that often means metrics.
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This page covers "56 Chapter 4 - Topic 1 content b" and highlights: Inside greaT creative partnerships 56 One of the biggest blockers to format innovation? A broken feedback loop. “There’s always a gap between the paid team and the creative team,” admitted Gowell. “It’s hard to aggregate ad performance across platforms.
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This page covers "57 Chapter 4 - Topic 1 content c" and highlights: Inside greaT creative partnerships 57 For Suffolk, it’s all about creating long-term value, not just quick conversions. This means going a step beyond just creating content to sell and understanding what consumers can get out of each creative interaction.
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This page covers "58 Chapter 4 - Topic 2 Duo" and highlights: Inside greaT creative partnerships 58 Andres Levinton Co-founder at Superads Piotr Smietana Director of Brand and Marketing Creative at Superside 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command Featuring: Featuring:
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This page covers "59 Chapter 4 - Topic 2 Intro" and highlights: On being data-driven Great campaigns don’t just look good—they perform. But getting creative to yield real business results requires more than just good instincts or a clever tagline. Being data-driven is just like using data as a creative compass.
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This page covers "60 Chapter 4 - Topic 2 content a" and highlights: Inside greaT creative partnerships 60 “Being data-driven, for me, is just like using data as a creative compass,” said Smietana. “Trying to understand what’s working, why it’s working...
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This page covers "61 Chapter 4 - Topic 2 content b" and highlights: Inside greaT creative partnerships 61 A marketer might say, ‘We have 2% CTR,’ and the creative team wouldn’t know what that means. So we built Superads score —scores like hook, click, hold and conversion—each rated from 0 to 100.
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This page covers "62 Chapter 4 - Topic 2 content c" and highlights: Inside greaT creative partnerships 62 What makes Superside’s creative-marketing partnership work isn’t just shared tools— it’s shared ownership. Smietana pointed out, “Historically, creatives avoided data. But that’s changing.
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This page covers "63 Chapter 4 - Conclusion" and highlights: Inside greaT creative partnerships 63 Be bold and get results, together Be bold and get results, together Making creative that delivers results isn’t about playing it safe or gambling on a gut feeling.
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This page covers "64 Chapter 5 Divider" and highlights: Chapter 05 Creativity in command: Proving business impact and getting buy-in
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This page covers "65 Chapter 5 Intro" and highlights: For Twilio’s Adam Morgan, VP of Brand, and Nicholas Kontopoulos, VP of Marketing, Asia Pacific & Japan, selling a creative vision and ideas inward starts with a deep understanding of their audience.
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This page covers "66 Chapter 5 - Topic 1 Duo" and highlights: Inside greaT creative partnerships 66 Adam Morgan VP of Brand at Twilio Nicholas Kontopoulos VP of Marketing at Twilio Asia Pacific & Japan 01: Ideas that stick Introduction 02: Doubles strategy 03: The creative puzzle 04: Beyond the bar graph 05: Creativity in command Featuring: Featuring:
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This page covers "67 Chapter 5 - Topic 1 Intro" and highlights: On proving success and getting buy-in from leadership For creatives and marketers, everything starts with understanding your audience.
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This page covers "68 Chapter 5 - Topic 1 content a" and highlights: Inside greaT creative partnerships 68 On Morgan’s end, he literally wrote the book on proving the value of creativity to the C-suite.
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This page covers "69 Chapter 5 - Topic 1 content b" and highlights: Inside greaT creative partnerships 69 So, leadership is bought-in on your creative vision—but how do you prove the impact of that vision and ensure the continued, long-term support brand narratives require to truly succeed?
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This page covers "70 Chapter 5 - Topic 1 content c" and highlights: Inside greaT creative partnerships 70 If you’re lucky, you might have a CMO like Morgan and Kontopoulos do at Twilio—a leader who understands both brand and performance marketing.
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This page covers "71 Chapter 5 - Topic 1 content d" and highlights: Of course, in B2B marketing, sales still drives a lot of the energy. That’s why Kontopoulos emphasizes the importance of internal education. For him, it all comes back to storytelling and translating that story to sales stakeholders.
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This page covers "72 Chapter 5 - Topic 1 content e" and highlights: Inside greaT creative partnerships 72 When holding the line, Kontopoulos specified it’s helpful to have established trust.
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This page covers "73 Chapter 5 - Topic 2 Duo" and highlights: Inside greaT creative partnerships 73 Gradwell Sears Chief Creative Officer at Superside Josh Mendelsohn Sr.
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This page covers "74 Chapter 5 - Topic 2 Intro" and highlights: On the bottom line and leading with empathy As we’ve seen, creative impact can’t be captured by a single metric or mood. But it is visible in results—and few understand this balance better than Superside’s Sears and Mendelsohn.
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This page covers "75 Chapter 5 - Topic 2 content a" and highlights: Inside greaT creative partnerships 75 Mendelsohn focuses on data-backed outcomes—whether it’s new leads, downloads or cost per acquisition. But as he acknowledges, he can’t reach those results without great creative.
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This page covers "76 Chapter 5 - Topic 2 content b" and highlights: Inside greaT creative partnerships 76 Empathy isn’t soft. It’s strategic. For both leaders, it’s the secret to aligning marketing and creative priorities and building a partnership that thrives—even under pressure.
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This page covers "77 Chapter 5 - Topic 2 content c" and highlights: Inside greaT creative partnerships 77 Mendelsohn didn’t sugarcoat it: “If you’re kind but don’t deliver results, you're not going to have a job for long.” But he also warned against transferring that pressure to creatives, especially when their strengths lie in storytelling and craft.
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This page covers "78 Chapter 5 - Topic 2 content d" and highlights: Inside greaT creative partnerships 78 So, what should a creative or marketer do when they’re struggling to prove impact? Josh’s advice: Tell a unified story. You need to be accountable for it.
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This page covers "79 Chapter 5 - Conclusion" and highlights: Inside greaT creative partnerships 79 Combine superpowers to command impact Combine superpowers to command impact At Twilio, Morgan and Kontopoulos combine their storytelling superpowers with a deep understanding of their internal audiences to not just get buy-in, but build genuine buzz, leading to goosebump-worthy results.
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This page covers "80 Conclusion" and highlights: From Wistia’s well of inspiring ideas to Leonardo.Ai’s tech-powered possibilities and Typeform’s scalable systems, Superside’s AI-forward approach to Booking.com’s brand-first foundations and Twilio’s stirring storytelling, the red thread is clear: True partnerships— between creative and marketing leaders, experts and AI, brands and vendors—is what leads to industry-shaking, culture-shifting work.
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This page covers "81 End Slide" and highlights: That’s why Superside is spearheading a model where we act as a true partner—an extension of your in-house creative team.
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Levinud küsimused selle slaidi ja esitluse sisu kohta.
It is a thought-leadership guide about how creative and marketing teams can work together more effectively, especially when balancing bold ideas, operational pressure, and measurable business outcomes.
It is ideal for creative directors, brand teams, marketing leaders, and anyone building editorial or strategy-focused presentations about collaboration, AI, and campaign performance.
Yes. Several sections discuss how AI supports ideation, production, quality, consistency, and scaling creative output without losing strategic direction.
The guide includes a cover page, contents page, chapter dividers, expert introduction spreads, editorial insight pages, quote-heavy layouts, measurement-oriented pages, and a closing CTA.
It sits between the two: the content is structured like a report, but the visuals and pacing feel like a high-end editorial presentation or downloadable marketing guide.
Yes. One of the core themes is aligning creative excellence with business metrics, making it highly relevant for both brand and performance-focused teams.
Because it shows a polished, modern editorial design system applied consistently across 81 pages, with reusable patterns for thought leadership, storytelling, and strategic marketing content.
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