Studio Scaling | Operational Delivery Framework
Scaled creative delivery across a multi-brand portfolio through a unified operating model.
Role
Head of Studio | Creative Operations Lead
Led creative operations, delivery governance and stakeholder alignment across Whitbread’s brands.
Challenge
As the studio expanded across multiple brands, demand increased across BAU, campaigns and brand initiatives, with limited visibility, prioritisation and governance.
Approach
Designed and implemented a unified Creative Operating Model covering:
• intake and briefing frameworks
• prioritisation and resource planning
• workflow and delivery tracking
• governance and ownership
Delivery
• Introduced structured workflows and prioritisation across brands
• Embedded governance checkpoints to improve consistency and control
• Established shared ownership and delivery visibility
• Delivered stakeholder education to embed the model
• Improved coordination across marketing, brand, CRM and digital teams
Impact
Scaled creative delivery across Whitbread’s multi-brand portfolio.
• Increased output by 50%
• Reduced time to market by 25%
• Positioned the studio as a structured, strategic delivery function
Creative as a Strategic Business Enabler
Structured Creative Delivery Framework
A core component of the Whitbread Creative Operating Model, mapping the lifecycle of creative work from discovery through launch and learning. The framework introduced clarity across briefing, concept development, production and delivery while enabling continuous improvement across campaign performance.