CPO or Creative Process Outsourcing refers to outsourcing a segment of the creative process by advertising agencies to a team sitting offshore.
If you identify with any of the following, CPO could really come handy for your agency.
- Overburdened creative teams
- Mundane, routine jobs taking much of your resources’ time
- Rising cost of resources
- Unreasonable client demands
Anything that you think is taking up too much of your time and effort or is getting unmanageable with the available resources can be tossed over to a CPO. These offshore teams work in two basic partnership models with you. You can choose the one that suites you the most.
1. Resource Support:
This model seeks to fill in a human resource gap that you may have, or in fact help you expand your team at a lower cost. No matter what skill set you require, be it a writer, or a designer, a web developer, a content creator or a proofreader, you can acquire it on a per seat basis. These resources come with complete infrastructural support at no recruitment cost and are well trained in regional and cultural sensitivities. They work as an extended team for your agency sitting offshore, and follow all agency procedures, as is expected from your in-house resources. In case the agency is not satisfied with the resource’s performance during the pilot, it can request to change the resource. Also, if you feel there is no need for the resource anymore, he /she can be laid off at a shorter notice period without paying any penalties.
The CPO follows the following steps to make sure the agency’s requirements are met adequately:
- Understanding agency requirement
- Estimating the required number of seats
- Understanding the required resource quality, skills and expertise
- Freezing the variables based on which the candidates are selected
- Sending the selected profiles to the agencies
- After approvals, training the resources to assure quality
- Sending regular work reports to the agency
2. Creative Support:
Sometimes, agencies do not wish to hire a resource, but do have some mundane work that needs to be taken care of. In this case, the agency can seek CPO services on a per project basis. This model is usually used for repetitive and template-based work like ad adaptations, BTL promotions, newsletters, catalogues, etc. This is also very useful for regular digital marketing services like SEO, blog/ web/ social media maintenance and the like.
In some cases, agencies also seek creative support to expand their service umbrella and capture new markets through pitches, without incurring the cost of additional human resources, infrastructure, etc.
Since, in both these models, the resources work for or as part of the agency, any work produced for the agency, during the course of the partnership remains the intellectual property of the agency.
What are the advantages of a CPO partnership?
Find answers to many more such questions, in the next post on Outsourcing Creatives.