1. ALESSANDRA LARIU
@alelariu

2. the role of digital strategy within the agency
working together

3. THOUGHTS
from 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 ways
of doing briefs
(most creatives don’t
mind which way you
do it as long as it’s
inspiring)

11. 6. output doesn’t necessarily need to be a campaign
The
VS
*

12. PROCESS

13. 7. teams
remix
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 CREATIVES
They collaborate on look and feel, and tone of voice of the brand throughout digital
touchpoints (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 CREATIVES
look for inspiration here and add
to your brief

19. DIGITAL PLANNERS AND USER EXPERIENCE
They collaborate on brand behavior across the digital system. They decide together
how a brand should interact, respond, communicate, connect users - i.e. how the
brand 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 AND
USER EXPERIENCE
design & conduct usability testing and
heuristic analysis
KONIGI

21. DIGITAL PLANNERS AND TECHNOLOGISTS
They collaborate on development of systemic brand solutions, filtering out those
that are not feasible and choosing the most suitable development and platform
solutions.
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 TECHNOLOGISTS
understand API and open source

23. DIGITAL PLANNERS AND ACCOUNT MANAGERS
PLUS PRODUCERS!
They collaborate on coming up with the system touchpoints that need to be built
and 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 MANAGERS
AND PRODUCERS!
understand roughly how much things
cost to make

25. CREATIVES
USER
EXPERIENCE
TECH
ACCOUNT &
PRODUCERS

26. TAKE AWAYS
• Change and embrace your new role of co-creator
• There are great tools are all around you, you need to
be crafty
• Be the one who starts the conversation, it can start you
(don’t wait for creatives, ideas come from anywhere)

27. THANKS!