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