EP 33 - Beyond Savings: Offshore as a Strategic Imperative w Anil Noorani of We Are Amnet

Guest Information:

 • Name: Anil Noorani

 • Title: Founder and Managing Partner of TKM Consultants and Non-Exec Director of We Are Amnet

 • Expertise:

 • Optimizing global creative production strategies

 • Offshore production models

 • Bridging in-house and offshore creative ecosystems

Episode Summary:

In this episode, we explore the transformative role of offshore production in creative operations with Anil Noorani, founder and managing partner at TKM Consultants. Drawing from over two decades of experience, Anil discusses how offshore production has evolved from a cost-saving strategy to a cornerstone of scalable and strategic creative operations. From overcoming cultural challenges to leveraging AI and automation, Anil offers practical insights for creative leaders aiming to scale content production while maintaining quality and brand alignment.

Timeline:

 • [00:00] Introduction to Anil Noorani and offshore production

 • [02:22] Defining creative operations and its global nuances

 • [07:05] Evolution of offshore production: Past, present, and future

 • [11:47] Strategic integration of in-house and offshore resources

 • [16:27] Key triggers for adopting offshore production models

 • [21:08] Skills to offshore versus in-house: Decision frameworks

 • [28:07] Commercial models in offshore production

 • [32:53] Readiness for offshore: Cultural, technical, and process alignment

 • [42:30] Smart shoring and hybrid offshore models explained

 • [49:35] Metrics that matter: Evaluating offshore performance

 • [56:38] AI and automation’s role in scaling content production

 • [01:03:30] Closing thoughts on the future of creative operations

Key Takeaways:

 1. Defining Creative Operations:

 • Intersection of people, processes, technology, and creativity.

 • Key priorities: Quality, speed, and scalability of asset production.

 2. Offshore as a Strategic Imperative:

 • Transition from cost-saving to a scalable and strategic model.

 • Integration with in-house teams for upstream creative services.

 3. Key Drivers for Offshore Adoption:

 • Addressing scale, speed, and cost challenges in content production.

 • Leveraging offshore talent pools for specialized skills like CGI and digital.

 4. Effective Offshore Partnerships:

 • Embrace cultural readiness and strong communication practices.

 • Importance of brand immersion during onboarding for quality outcomes.

 5. Hybrid and Smart Shoring Models:

 • Combining dedicated and transactional teams for flexibility.

 • Regional client service teams bridge cultural and operational gaps.

 6. Automation and AI Integration:

 • Automate repetitive tasks like digital banners and packaging artwork.

 • AI-enabled personalization for enhanced customer experiences.

 7. Metrics for Success:

 • Focus on “right first time” production, quality, turnaround times, and responsiveness.

 • Robust KPIs and SLAs ensure alignment and continuous improvement.

 8. Future Trends in Creative Ops:

 • Expansion of AI-driven personalization and virtual production.

 • Offshore partners as key enablers of AI adoption and scaling.

Call to Action:

If you’re exploring offshore production for your creative operations or looking to optimize your existing partnerships, check out We Are Amnet's latest Global Benchmark Report. For more actionable insights and to stay ahead in the creative ops space, follow Creative Ops on your favorite podcast platform.

Let me know if further updates are needed!