Content demand changed. Most operating models didn’t.

A bar graph comparing four models, illustrating their content, capacity, and efficiency features, with annotations and color coding highlighting differences.

Creative and marketing teams are being asked to produce more content across more channels, formats, markets, and moments — while moving faster, managing costs, and integrating new technology.

But the systems behind the work haven’t kept pace.

The result is fragmented workflows, unclear ownership, overloaded teams, inconsistent production models, and AI experimentation disconnected from how work actually gets done.