Part 2(of 3) Purpose Principles Positioning Product People Promotion Process Place Performance What Makes Great Agencies Great The Best and All the Rest What Makes Great Agencies Great Tim Williams ignitionconsulting group www.ignitiongroup.com
8. Art directors will not be permitted to use Photoshop until an actual concept has been determined. 25. Copywriters shall glue their laptops shut for a period of one month during which they will reacquaint themselves with a pad of paper and a No. 2 pencil. “The Schenck Manifesto” Advertising Columnist Ernie Schenck Communication Arts, November 2005
WHAT SEPARATES THE BEST FROM THE REST They have an extremely collaborative way of working together.
SWARMING Anyone can call a swarm. A swarm can happen anywhere. A swarm is informal. A swarm can be spontaneous. Not everybody has to be available to attend a swarm (they can catch up later). A swarm is not a traffic meeting. In a swarm, anyone can have a good idea.
WHAT SEPARATES THE BEST FROM THE REST They have integrated digital into the fabric of the agency.
THE NEW CREATIVE HYDRA Experience Design (XD) Interaction Design (ID) User Experience (UX) Information Architecture (IA) Writer Visual Designer Experience Designer
WHAT SEPARATES THE BEST FROM THE REST They just keep coming back with better work.
“Just keep coming back with better work.” Lee Clow TBWA/Chiat/Day
“We don’t believe the process of creating advertising has to be painful. We have absolutely no desire to come to work and spend the day arguing with our clients. What we do have is an ability to work very hard until everybody is satisfied. This is our belief. This is the way we work.”
WIN-WIN OR NO DEAL Both parties have to be satisfied with the work.
WHAT SEPARATES THE BEST FROM THE REST They don’t just create great work, they actually get it produced.
“Fifty percent of doing good work is actually having it made. And getting it made means understanding the obstacles.” Paula Scher, Pentagram
Tom Monahan Consultant and Creative Coach “You don’t sell your own product as well as you sell your client’s. You just don’t take the selling part of your job seriously enough.”
This concludes Part 2 (of 3) of this free slideshow version of “The Best and All the Rest” from Ignition Consulting Group. What Makes Great Agencies Great The Best and All the Rest What Makes Great Agencies Great Tim Williams ignitionconsulting group www.ignitiongroup.com
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