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05 shesays digistrat_workingtogether copy

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  • 1. ALESSANDRA LARIU@alelariu
  • 2. the role of digital strategy within the agencyworking together
  • 3. THOUGHTSfrom a humble creative
  • 4. AGENCY WIDE
  • 5. 1. ‘big’ or ‘small’, ‘digital’ or ‘traditional’ agencies have a great opportunity and the ones who know how to respond to change will succeed.
  • 6. 2.digital is not a department
  • 7. 3.test new partnerships + +
  • 8. BRIEFING
  • 9. 4.Brief to solve a problem not a media buy
  • 10. 5.try a different waysof doing briefs(most creatives don’tmind which way youdo it as long as it’sinspiring)
  • 11. 6. output doesn’t necessarily need to be a campaignThe VS *
  • 12. PROCESS
  • 13. 7. teamsremix DISCOVER STRATEGY DISCOVER STRATEGY CREATIVES DEFINE DEFINE TECH CREATIVES STRATEGY DESIGN DESIGN CREATIVES TECH DEVELOP TECH STRATEGY DEVELOP CREATIVES DEPLOY DEPLOY TECH
  • 14. 8.involve creatives when defining the problem
  • 15. 9.plan for change and respond to it
  • 16. 10.YOUR NEW ROLE
  • 17. DIGITAL PLANNERS AND CREATIVESThey collaborate on look and feel, and tone of voice of the brand throughout digitaltouchpoints (social media, mobile, website, online tools, and display media) Visual Designers: Digital Copywriters: Come up with planners: they consistent look and are making Give content a holistic feel of the brand, approach: which sure that all across different content is going to system access points. solutions are exist in which parts of Work with digital on-brand and the system, how to planners to make sure are achieving make that content all parts of the system conversational, what speak the same visual strategic and how to say where language purpose
  • 18. DIGITAL PLANNERS AND CREATIVESlook for inspiration here and addto your brief
  • 19. DIGITAL PLANNERS AND USER EXPERIENCEThey collaborate on brand behavior across the digital system. They decide togetherhow a brand should interact, respond, communicate, connect users - i.e. how thebrand interfaces with its target. Digital User Experience: planners: they are making Work closely with a digital sure that all planner on the list of features and functionalities, tools and solutions are apps and the type of behavior on-brand and they convey (playful, fun, are achieving serious, informative, useful, entertaining, some combination strategic of the above) purpose
  • 20. DIGITAL PLANNERS ANDUSER EXPERIENCEdesign & conduct usability testing andheuristic analysis KONIGI
  • 21. DIGITAL PLANNERS AND TECHNOLOGISTSThey collaborate on development of systemic brand solutions, filtering out thosethat are not feasible and choosing the most suitable development and platformsolutions. Digital Technologists: planners: they are making Work closely with digital planners to determine if the sure that solutions are possible to build, brand how much would it cost to build solutions are them, and what solutions are in the domain the most suitable in terms of cost, investment, and platform. of reality.
  • 22. DIGITAL PLANNERS AND TECHNOLOGISTSunderstand API and open source
  • 23. DIGITAL PLANNERS AND ACCOUNT MANAGERSPLUS PRODUCERS!They collaborate on coming up with the system touchpoints that need to be builtand connected, and the timeline for developing/release of each. Digital planners: they Account Managers: are making sure that all They are making sure to support strategic vision by solutions are working closely with the client within the on the budget and timeline and budget and agreeing on the expected results. proposed client timeline
  • 24. DIGITAL PLANNERS AND ACC MANAGERSAND PRODUCERS!understand roughly how much thingscost to make
  • 25. CREATIVES USEREXPERIENCE TECHACCOUNT &PRODUCERS
  • 26. TAKE AWAYS• Change and embrace your new role of co-creator• There are great tools are all around you, you need tobe crafty• Be the one who starts the conversation, it can start you(don’t wait for creatives, ideas come from anywhere)
  • 27. THANKS!