Many businesses view creative services as a cost-center when, in truth, a well-defined creative service department should help to increase your bottom line. The potential value of a good creative marketing team extends far beyond copywriting and graphic design services. Instead of utilizing your creative team as implementers, the real value of these professionals is to aid you in addressing your critical business challenges.

Including your creative staff at the strategy level will enable you to incorporate design thinking or a human-centered approach into your business process. Start looking at the creative department as an intricate part of your client service and include them in brainstorming solutions to difficult problems.

Repackaging ideas and maximizing creative services within your business is low cost and high impact. Including the creative team in strategy sessions builds buy-in and can provide an entirely different perspective. Best of all, the team approach will ensure implementation is targeted and mission-specific, moving the team forward to develop even stronger campaigns.

Pedro Pérez is a founding partner of Nuevo Advertising Group and an adjunct professor of Global Brand Strategies at Ringling College of Art and Design. For over 17 years Pedro has offered clients his knowledge and expertise. Pedro has always demonstrated a keen analytical sense combined with a good dose of common sense in crafting digital and online marketing strategies as part of an integrated marketing plan.

Read more at Perez' blog at Nuevo Advertising