Echoing the brief 013113


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Echoing the brief 013113

  1. 1. “Echoing the Brief”Product overviewFebruary 1st, 2013Ellen Ratchye-FosterBurning Glass Consulting LLC
  2. 2. WhyWhatWhoHowTABLE OF CONTENTS
  3. 3. After the briefing and before the presentationsthere is a singular period of time filled with murky,frustrating and brilliant moments. For creatives,it’s when the left brain releases the right brainto travel around the dark side of the moon.It’s when the first ideas materialize.SCENARIO
  4. 4. Work defines agencies. Often it comes out of short,inspiring sessions where a cross-functional teamputs budding ideas on a wall to challenge, reframeand grow them. Sometimes it’s really hard toovercome the day-to-day demands and maketime for the right people to focus. It can be alittle bit easier to make it happen on a pitch, butwhat about for a regular client? A new assignment?A bigger brief? A new CMO? A first assignment?WHY
  5. 5. Once the walls are covered it’s time to refer back to thebrief for guidance. This is the moment when thoughtful,focused, external input can be very helpful in evolvingthe work. This is a key moment emerging from my workas a trend consultant and freelance account planner.DISCOVERY
  6. 6. I offer short, sharp engagements to ensure focus,collaboration & ultimately work that’s grounded inthe brief every time for every client.I call it Echoing the Brief, an analogy to the waywe use sound waves to gather intelligence abouta moving, often invisible target.SOLUTION
  7. 7. The richer, more focused the creative environment,the better the work.Mostly we can immediately see the strategy in the newideas, but there are always unforeseen implicationsof the brief.Creatives always make new discoveries, needclarifications, want different kinds of examples, etc.There is always an opportunity to build on commonthemes and make new connections to what’s goingon in the broader culture.The goal is to cultivate and nurture the new work byclarifying, amplifying and building on the initial impulses.WHAT
  8. 8. Ellen Ratchye-Foster believes that rich, relevantcontext is the seedbed for great work.She is a Harvard-educated expert in consumer insightand foresight.Her years of experience distilling consumer, cultural,technological and business insights drive relevancefor agencies like Fallon, McCann and DraftFCB,as well as companies like Kraft/Mondelez, Wrigley,Media Behavior Institute and Motorola.WHO
  9. 9. An engagement is typically two to threedays, spread out over one or two weeks.The exact duration varies by project.HOW
  10. 10. How to echo a brief: * PHASE ONE PHASE TWO PHASE THREE CHARGING UP CONNECTING ROUNDING OUT Before coming into a Phase Two is about the Engagements client’s office, I work work, period. At the always wrap up with the brief & the direction of the team leads, with an executive brand and conduct my I come in to meet with summary, which own research. This creatives. We go through includes a top-line phase concludes with a the early ideas together, of themes & topics 1-hour work session either 1:1 or as a group. covered. The final with the strategic & The discussion & new deliverable may creative team leads. stimulus help teams see & also incorporate With an insider’s eye & feel their way forward to custom trend an outsider’s more powerful expressions research and/or perspective, my goal is of the brief, which often further to plumb new depths in ignites new thinking along observations, the brief & find fresh the way. The discussion e.g., media stimulus for the creative cycle typically takes one considerations, teams. day & may be repeated. process, etc. * Exact duration varies with the size of the project.
  11. 11. Ellen Ratchye-FosterBurning Glass Consulting LLCeratchye@gmail.com917 885 6413@ellencrfTHANK YOU