HOW TO HAVE A WONDERFUL COLLABORATIONSHIP WITH YOUR PLANNING / CREATIVE PARTNER

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Presented at Planningness 2012 by Fran Hazeldine, Head of Strategy and Pelle Sjoenell, Executive Creative Director at BBH LA.

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HOW TO HAVE A WONDERFUL COLLABORATIONSHIP WITH YOUR PLANNING / CREATIVE PARTNER

  1. 1. HOW TO HAVE A WONDERFULCOLLABORATIONSHIP WITH YOURPLANNING / CREATIVE PARTNER
  2. 2. HELLO PLANNINGNESS FRAN HAZELDINE HEAD OF STRATEGY BBH LA
  3. 3. WHAT WE’VE HEARD
  4. 4. WHAT WE’VE HEARD
  5. 5. WHAT WE’VE LEARNED IT’S ABOUT HOW
  6. 6. THE PLANNER / CREATIVE SURVEYLOTS OF SOFT, FLUFFY QUESTIONSSOME NICE LOOKING RESULTSROBUSTLY UNSCIENTIFIC
  7. 7. WHO RESPONDED?
  8. 8. 1. PAST RELATIONSHIPS
  9. 9. MOSTLY POSITIVE OR NEGATIVE?
  10. 10. HOW MANY “SPECIAL RELATIONSHIPS”?
  11. 11. CONCLUSION:PLANNERS CAN BE A BIT CLINGYCREATIVES PLAY HARDER TO GET
  12. 12. 2. REAL VS IDEAL PARTNERS
  13. 13. WHAT DO PLANNERS THINK OF CREATIVES?
  14. 14. WHAT DO PLANNERS WANT FROM CREATIVES?
  15. 15. WHAT DO CREATIVES THINK OF PLANNERS?
  16. 16. WHAT DO CREATIVES WANT FROM PLANNERS?
  17. 17. CONCLUSION:WE WANT TO WORK MORE CLOSELYWITH SOMEONE LIKE OURSELVES
  18. 18. 3. THE RELATIONSHIP IN PRACTICE
  19. 19. WHAT MAKES A GREAT CREATIVE BRIEF
  20. 20. WHEN SHOULD WE BE TOGETHER?
  21. 21. WHERE DO BABIES COME FROM?
  22. 22. CONCLUSION:PLANNERS SHOULD GIVE MORECREATIVES REALLY WANT IT
  23. 23. 4. CASTING THE FUTURE
  24. 24. WHO DO WE WANT TO GET INTERACTIVE WITH?
  25. 25. HOW MANY PARTNERS AT A TIME?
  26. 26. CONCLUSION:IT’S NORMAL TO ENJOY A THREE-WAY(OR A FOUR / FIVE / SIX-WAY)
  27. 27. SUMMARY: HOW TO HAVE A WONDERFUL#COLLABORATIONSHIPASK ABOUT YOUR PARTNER’S TRUE NEEDSFIND DIFFERENCE ON COMMON GROUNDIF YOU LIKE GROUP ACTION, TRY INTERACTIVE
  28. 28. CALL US MAYBEBBH LOS ANGELES8360 MELROSE AVENUEWEST HOLLYWOODCA 90026+1 (323) 204 0160FRAN.HAZELDINE@BARTLEBOGLEHEGARTY.COMPELLE.SJOENELL@BARTLEBOGLEHEGARTY.COM

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