Creative operations teams face a production environment where managing multiple projects, stakeholders, and deadlines is no longer an outlier but the norm. From launching multi-channel campaigns to delivering creative assets on tight schedules, these teams need to manage a teetering stack of tasks carefully and efficiently. However, without the right tools, even the best teams can struggle with inefficiencies, miscommunication, and missed deadlines.
If you want to take these challenges head on and nip them in the bud, having the right tools in your creative operations toolkit is non-negotiable. The right technology stack can streamline workflows, improve collaboration, automating repetitive tasks, and a ton of other things that will make your life easier.
We performed an industry survey in the fall of 2024 to discover the pain points of creative and marketing teams. Based on that data we've worked out the essential tools every creative operations team should have, as well as the critical features of those tools. Let's look at the findings.
What we'll cover
Table of contents
The continued rise of AI in creative operations
You don’t have to venture too far online to see that AI is rapidly becoming a mainstay in creative operations. According to our research, 75% of creative teams now incorporate AI into their workflows, which just shows its growing influence and transformative potential.
AI for creative execution and ideation
- Ideation: Nearly half (48%) of respondents use AI tools like Jasper or ChatGPT to brainstorm campaign concepts, refine messaging, or draft initial creative outlines. AI helps teams generate ideas faster while reducing creative bottlenecks.
- Execution: One-third of respondents are leveraging AI for execution tasks such as video editing, automated design resizing, or even crafting social media posts. These tools help teams maintain productivity during high-pressure deadlines.
The short of it: AI is not replacing creative talent but augmenting it. Teams increasingly see AI as a collaborative partner, enabling them to focus on high-value tasks while automating repetitive or time-consuming processes.
The essential tools for your creative operations toolkit
With the complexity of creative workflows, selecting the right tools is really important for efficiency and success. Here’s a breakdown of the most essential tools your team needs, along with some key takeaways.
Project management software
Project management (PM) tools form the backbone of creative operations, enabling teams to track tasks, deadlines, and project progress while keeping stakeholders aligned.
We’ve found:
- 23% of creatives prefer Asana, while 16% use Monday.com.
- 11% utilize platforms like JIRA, Smartsheet, or Trello, highlighting a diverse ecosystem of PM tools.
- Alarmingly, 11% of teams don’t use any PM tools, likely struggling with inefficiencies and miscommunication.
While PM tools are indispensable for task tracking and resource management, they are often misused for non-PM functions like proofing or version control, leading to cluttered workflows. For example, attempting to manage creative approvals in Asana can result in missed feedback and difficulty consolidating comments, making specialized tools a better fit for these tasks.
Online proofing platform
An online proofing platform streamlines the review and approval process for creative assets, providing a more structured alternative to email chains or PM tools.
We’ve found:
- 25% of respondents use Ziflow, the leading choice for online proofing.
- Surprisingly, 29% don’t use any proofing-specific tool, while 20% rely on PM tools like Asana or monday.com for their proofing workflows.
The short of it: Many teams lose efficiency by using tools not optimized for proofing. Ziflow offers robust features like automated workflows, detailed version tracking, and centralized feedback, ensuring every comment and change is captured and acted upon seamlessly.
Example: A marketing agency using Ziflow can automatically route video proofs for approval, track stakeholder comments in real time, and maintain a clear version history—all within one platform. You can eliminate confusion, speed up approvals, and ensure high-quality output.
Digital Asset Management (DAM)
A DAM system is essential for organizing and retrieving creative assets efficiently. Unlike generic storage solutions like Google Drive, DAM systems are tailored for creative workflows, offering features like metadata tagging, advanced search, and controlled access.
We’ve found:
- Google Drive remains the most commonly used tool, with over one-third of teams relying on it for storage.
- However, 9% of respondents lack any DAM solution, underscoring a gap in effective asset management.
The short of it: While tools like Google Drive are easy to use, they fall short in providing the granular control and search capabilities that a purpose-built DAM system offers. Creative teams that adopt a DAM see significant improvements in their ability to manage and locate assets.
Example: A big brand using a DAM can quickly call up archived assets for seasonal campaigns, apply standardized metadata for searchability, and ensure that only approved team members have access to sensitive files.
Communication and collaboration tools
Communication tools keep creative teams connected and aligned across projects. If you use the right platform, you’ll foster seamless collaboration, whether your team is remote or in-office.
Examples of popular tools:
- Slack for real-time messaging and app integrations.
- Microsoft Teams for video conferencing and document sharing.
- Zoom for virtual brainstorming and client presentations.
These tools enhance transparency and ensure that everyone stays on the same page during fast-moving projects.
Design and creative tools
Creative operations teams rely on a suite of specialized tools to bring ideas to life. These platforms enable designers, developers, and marketers to collaborate effectively on creative projects.
Examples of commonly used tools:
- Adobe Creative Cloud for graphic design, video editing, and photography.
- Figma for collaborative design and prototyping.
- Canva for quick and accessible content creation, especially for social media campaigns.
These tools ensure that teams can maintain consistency, innovate, and deliver high-quality creative assets efficiently.
Analytics and reporting tools
Tracking performance is vital for optimizing creative workflows and measuring success. Analytics tools provide insights into project timelines, resource utilization, and campaign effectiveness.
Examples:
- Google Analytics for evaluating the performance of marketing campaigns.
- Tableau for visualizing complex project data and trends.
- ClickUp Dashboards for tracking progress across creative projects.
When you use analytics tools, your creative operations managers can identify bottlenecks, allocate resources effectively, and refine their strategies for future success.
Solid creative ops demands great tools
The data from our internal research study of creative and marketing teams is unequivocal: the right tech stack and tool features are how you overcome the challenge of delivering exceptional creative quickly. From project management, to proofing and asset organization, each tool is a critical piece for your team's workflow.