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Creative and strategy
 

Creative and strategy

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  • Social Media is redefining the way we approach briefs. It ’s not enough to have an idea. We have to think about the consequences of an idea. How it ’s gonna resonate, be received by the audience. How content is going to be generated and how the idea survives in a long term, always on campaign. The different phases of the idea – the multiple briefs within a brief
  • On SM more than any other "discipline", Strategy and Creative have to work together, like Engineers and Architects. We heard this morning a nice analogy. It ’s like a Ferrari. Design is nothing without a good engine, and vice-versa.  
  • Creating for SM is different from creating a single layered campaign. It's a multi-platform, multidimensional process where every word we write has more / long term consequences, so everything has to be strategically thought through. The BIG IDEA is just the starting point of social media. In this section we talk about the kind of questions you need to ask yourself to plan and think through all the phases of the project. In the same way that your creative needs more than just a BIG IDEA, your strategy should also consider which social media channels, and how to launch into each. Developing your content strategy together with planning (and a Community Manager if you have one,) means that you will have the right tools to engage the audience long-term. Depending on the brief you can start from the idea and then ‘translate’ into different social media channels, OR if you are asked to consider one particular channel you can think about how best to use consumer behaviour in that channel and over-lay brand considerations from there.  
  • example
  • example
  • People ’s reaction and participation become your live brief and informs the next steps of the campaign. Social as a behaviour and not a channel. So you have to 1. plan. 2. create. 3. listen. 4. plan again
  • A social media campaign doesn ’t end at launch, it actually starts at launch. We have the core idea beforehand, but after launch, we continue creating it, in front of everyone, live, like a reality show. Like any good digital campaign success corners on the ability to test, learn and adapt quickly. Creative relies on strategy/community management to report back on what is working, so that content can be optimised. We have to learn with the campaign, do more of what works, correct what's wrong and keep finding ways of feeding this relationship with our audience. We have to think long term, but be quick to react.
  • Talk through the strategy (add image from strat deck) Add reference to the meme generation
  • Fists of Fusian trailer How the strategy translated into a creative idea
  • Fists of Fusian trailer Talk through the strategy Show trailer with creative idea
  • The agency and the fans create content for the campaign, on the go. We can talk about the promotion, the product or simply make topical commentary about relevant facts
  • Imagine baby from a Strategist and a Copywriter, raised by Diplomats and having Designers and Suits as Godparents. The Community Manager is a new breed of Creative/Strategist. Excellent copywriting skills, creative approach, strategic thinking to allow them to see long term and a finger on the pulse of social behaviours/networks.
  • In some agencies the CM sits with strategy, in others on creative, some even in production. A sign that the line between departments is disappearing. And where this line merges, it ’s the CM. The intersection of Creative and Strategy. An emerging and fast growing job market. Excellent copywriting skills, creative approach, strategic thinking to allow them to see long term and a finger on the pulse of social behaviours/networks.
  • In some agencies the CM sits with strategy, in others on creative, some even in production. A sign that the line between departments is disappearing. And where this line merges, it ’s the CM. The intersection of Creative and Strategy. An emerging and fast growing job market.

Creative and strategy Creative and strategy Presentation Transcript

  • STRATEGIC BEING CREATIVE IN A SOCIAL MEDIA WORLD CREATIVE
  • CW & AD, WELCOME THE STRATEGISTOn Social Media, more than any other "discipline", Strategy andCreative have to work together, like Engineers and Architects.
  • COLLABORATION IS NON- LINEAR Brand tone ATL & personality Channels Content (video, images, The BIG Application text) IDEA idea Conversati Facebook on calendar Mobile/ Twitter Pinterest tablet
  • PROPAGATION PLANNINGDon’t tell people what you want to say about a brand. Tell themwhat you want them to say about a brand.
  • SOCIAL IS NOT JUST DIGITALSocial Media is everywhere. Think about how can you extend anidea beyond the web.
  • YOUR AUDIENCE IS YOUR BRIEF1. plan. 2. create. 3. listen. 4. plan again
  • THINK LONG TERM, BE QUICK TO REACTA social media campaign doesn’t end at launch, it actuallystarts at launch. We continue creating it, in front of everyone,live, like a reality show.
  • THE IDEA IS IN THE STRATEGY
  • THE IDEA IS IN THE STRATEGY
  • CONTENT IS KEY
  • CREATIVITY: THE REALITY SHOW
  • A NEW SKILLSETImagine baby from a Strategist and a Copywriter, raised byDiplomats and having Designers and Suits as Godparents.This is the Community Manager.
  • ONE FOOT IN CREATIVE, OTHER IN STRATEGY, A FINGER ON THE SOCIAL PULSEExcellent copywriting skills, creative approach, strategicthinking to allow them to see long term and a finger on thepulse of social behaviours.