Dream Teams: Smiley’s Valerio Costabile and Janet Martin

What’s the key to successful relationships between commercial and creative teams?
Valerio: It starts with trust and a real respect for each other’s strengths. When both teams know that each side truly values the other’s work, they naturally work better together. A clear plan helps give everyone enough time to think through ideas and prepare well. This makes our projects stronger and more successful.

Janet: When both sides recognise the unique strengths and perspectives each brings to the table, it fosters a culture of openness and cooperation. This shared understanding not only strengthens teamwork but also encourages more seamless communication and problem-solving.

Can creative insights steer commercial strategy? And vice versa?
Valerio: Absolutely. Our creative teams bring unique insights that help shape commercial strategies, and our commercial team makes sure those ideas align with what our clients need. It’s a two-way street.

Janet: Without compelling storytelling and innovative concepts, it would be challenging to capture the interest of top-tier collaborators. Creative teams bring valuable insights that not only enhance brand narratives but also influence commercial strategies by identifying unique market opportunities and consumer trends. It’s a symbiotic relationship where both perspectives fuel innovation, strengthen partnerships and ultimately drive success.

Is there a recent launch that highlights the benefits of commercial and creative teams working in lockstep?
Janet: One standout would be our partnership with Samsung. Through seamless teamwork between our commercial and creative teams, we were able to bring the collaboration to life. The result was a dynamic 360-degree campaign that truly showcases the strengths of both sides.

Valerio: I would highlight our partnership with 3CE. Health and beauty is a key growth category for us, and through a cohesive and targeted approach we successfully secured a collaboration with this exceptional cosmetic brand.