The LSEG Playbook – Global Centre of Creative Excellence
28 Mar 2025
At this year’s CMO UK Summit, HelloKindred had the privilege of joining forces with Steven Habbi, Group Director of Brand + Design at LSEG, for a powerful conversation on rethinking creative operations in today’s complex marketing environment.
In conversation with Thea Palmer, Chief Client Services Officer at HelloKindred, we explored the transformation behind LSEG’s Creative Centre of Excellence—an ambitious journey to shift away from fragmented agency-heavy models toward a streamlined, scalable, and high-performing creative solution.
The Challenge
Like many global organizations, LSEG was grappling with:
- Operational complexity due to siloed in-house and outsourced workflows
- Rising costs and limited agility from traditional agency partnerships
- A need for better alignment between brand execution and strategic direction
The Solution
Together, we co-designed a Creative Centre of Excellence based in South Africa:
- A 14-person multidisciplinary hub fully integrated with LSEG’s global workflows
- Flexible talent deployment, including 72-hour niche placements and surge capacity
- A robust operational framework and benchmarking model
- A platform ready for future expansion into marketing strategy, events, and analytics
The Outcomes
The results spoke volumes:
- 100% cost savings through leaner team structures
- 50% improvement in operational efficiency
- A strong foundation for brand consistency, campaign agility, and creative innovation
But the impact went beyond operations.
The Bigger Picture: Talent, Culture & Innovation
This model isn’t just about speed or savings—it’s about talent density, long-term growth, and building brand resilience. The centre of excellence created:
- A collaborative space for creative upliftment and brand ownership
- Opportunities for early careers, AI retooling, and skills development
- A meaningful connection to the local community and creative ecosystem
As Thea Palmer noted during the session:
“This isn’t transactional—it’s transformational. When you invest in talent, you’re building a brand legacy, not just a team.”
A Playbook for CMOs
If you’re a CMO facing similar challenges—balancing scale, speed, and strategic alignment—this playbook offers a proven path forward.
Our hope in sharing this case study is to provide practical insights and inspiration as you rethink the way your marketing and creative operations deliver value.
Want to learn more?
Let’s talk about how HelloKindred can help you design a Creative Centre of Excellence tailored to your brand and business goals.
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