I don't see a clash between creative visions and marketing when both work hand in hand. Marketing has to serve the artistic work of a theater or company and should translate the core ideas and aesthetics into a visual language for the audience that is easy to read and recognize. Above all, it must be recognizable. If the theater management has too strong a vested interest in the aesthetics of marketing, it is counterproductive. Marketing should not be confused with the creation of the corporate identity and the corporate design of the theater. In any case, it is very difficult for many theater directors to distinguish between individual interests and those of the theater.

A company, whether regards season or specific production, must agree upon a vision early in the process yet allow for flexibility as circumstances evolve. A mission statement/contract can serve well as a north star for the team. Within this context all must recognize there can be only one captain at a time so it serves the company well to elect a captain with an open mind who is also capable of distilling a variety of input to its best effect while respecting the talents and veracity of the company players.

To navigate conflicts between marketing and creative teams, I advise focusing on understanding the reasons behind each vision. Encourage both sides to explain why their priorities matter, rather than just presenting their demands. This approach helps uncover shared goals—like engaging the audience or maintaining storytelling integrity—and fosters collaboration rather than compromise. By addressing the motivations behind the ideas, you can synthesize a solution that honors both perspectives, turning conflicts into opportunities for innovation and ensuring everyone feels they’ve contributed to a stronger, unified vision.

I would bridge marketing and creative clashes by finding compromise without sacrificing integrity. Instead of pitting them against each other, I identify creative elements that naturally align with marketing goals. This way, the production’s essence remains intact while leveraging its most marketable aspects. Through collaboration and mutual respect, we ensure the work resonates artistically and reaches its audience effectively.