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Managing Creative with Aaron O'Keefe

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Colle+McVoy Account Executive Aaron O'Keefe presented his thoughts on managing the business processes of a creative agency during the Rasmussen College design lecture series event, File>New, on August …

Colle+McVoy Account Executive Aaron O'Keefe presented his thoughts on managing the business processes of a creative agency during the Rasmussen College design lecture series event, File>New, on August 11, 2011.

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  • 1. M A N A G I N G C R E AT I V ERASMUSSEN’S COLLEGE DESIGN LECTURE SERIESA U G U S T 11 , 2 0 11
  • 2. AGENDAWho I AmWhere I Work :: Colle+McVoyWhat I Do :: The Role of an Account ExecutiveThe Creative Brief and ProcessSocial Media and the Digital SpaceWhat’s NextDiscussion
  • 3. WHO I AM
  • 4. WHERE I WORK :: COLLE + MCVOY
  • 5. CLIENTS DIGITAL AOR
  • 6. CLIENT FOOTPRINT
  • 7. AGENCY CAPABILITIES (170 PEOPLE, ALL IN-HOUSE) • Primary Research (Qualitative • Customer Segmentation/ and Quantitative methods) Targeting STRATEGY • Secondary Research (Forrester, • Brand Simmons, PSFK, eMarketer, etc.) • Interactive/Social Media/Mobile • Consumer Insights • Marketing Innovation VERTISING • Print • Nontraditional AD ADVERTISING • Radio • OOH • Broadcast • Retail (POP/POS) DE • Brand Identity • Package DesignPR DESIGN • Brand Visual design standards • Corporate Communications SIGN • Logo creation/evolution • Collateral STRATEGY • Website Design (IA, site-maps, • Mobile Design and Development content strategy, page design) INTERACTIVE • Design and execution of social • Website Development (coding, media strategies integration, DBA, commerce, VE deployment, support) • Web Analytics ED TI M IA R AC • Creative Tactics • Connection Planning I NTE MEDIA • Media Planning • SEO/SEM • Negotiation/Buying • Audit/Analytics • Media Relations • Influencer Strategy PUBLIC RELATIONS • Earned Media • Media Training • Blogger Outreach • Social Media • Crisis Management
  • 8. W H AT I D O : : T H E R O L E O F A NACCOUNT EXECUTIVE
  • 9. 6
  • 10. “Advertising is a craft executed bypeople who aspire to be artists, butis assessed by people who aspire tobe scientists. I cannot image anyhuman relationship more perfectlydesigned to produce total mayhem.”- John Ward
  • 11. ACCOUNT RESPONSIBILITIES+  Serve as the primary contact for communications between agency and clients •  Contact reports •  Change orders •  Status reports •  Presentations/decks+  Drive the process of creating brand and marketing communication strategies •  Creative briefs+  Manage internal integrated teams from project inception to completion+  Partner with creative producers to develop project estimates and timelines+  Track agency hours against approved budgets to ensure profitability 26
  • 12. W H AT M A K E S A G O O D A C C O U N T P E R S O N+  Better to have it and not need it, than need it and not have it+  Support what you say+  Start on time. End on time.+  Have an agenda and stick to it+  Always follow up+  You cannot lead a team from your desk+  Make no commitment without consultation+  No surprises about money or time 27
  • 13. T H E C R E AT I V E B R I E F A N D P R O C E S S
  • 14. C R E AT I V E B R I E F C O N T E N T+  What is the reason for this assignment?+  Who are we talking to? What is their key mindset or tension?+  What future could this brand own?+  What fact(s) will back us up?+  What are the key personality traits?+  How will success be measured?+  What are the mandatories? 30
  • 15. C R E AT I V E B R I E F C O N T E N T+  What is the reason for this assignment?+  Who are we talking to? What is their key mindset or tension?+  What future could this brand own?+  What fact(s) will back us up?+  What are the key personality traits?+  How will success be measured?+  What are the mandatories? 35
  • 16. CARIBOU CASE STUDY
  • 17. FIVE CONSECUTIVE YARS OF GROWTH
  • 18. T H E S I T U AT I O N ( 2 0 0 9 )+  Recession+  Caribou was experiencing a three-year sales decline+  Starbucks was outspending Caribou 95 to 1+  McDonald’s introduced McCafe behind a $100 MM campaign 38
  • 19. “GO TO THE MOVIES TWO TIMES A MONTHINSTEAD OF THREE. GET YOUR HAIR CUTEVERY SIX WEEKS RATHER THAN FIVE.AND CUT OUT TWO GOURMET COFFEES AWEEK.” -SUZE ORMAN, 2009
  • 20. C A R I B O U B R A N D R E L A U N C H R E S U LT S(MARCH 2010)+  Second quarter profit of $2.5 million, versus $1.3 million from the year before+  $68.9 million in sales, up form $63.0 million a year before+  30 million media impressions within one month of the relaunch+  500% increase in Facebook fans+  Over 1 million Twitter impression during the relaunch+  In Minneapolis (Caribou’s most heavily supported market), Starbuck’s market share dropped 4% during the relaunch 41
  • 21. S O C I A L M E D I A A N D T H E D I G I TA L S PA C E
  • 22. Facebook has 700 million users and Google handles over11 billion queries per month. Worldwide, there are over 5 billion mobile subscribers (9 out of 10 in the U.S.) and every two days there is more information created than between the dawn of civilization and 2003. TopRank
  • 23. Social media accounts for one outof every six minutes spent online Journalism.co.uk
  • 24. Social media advertising spendingwill increase from 2.1 billion in 2010 to $8.3 billion by 2015. Direct Marketing News
  • 25. Y E A R B O O K Y O U R S E L F R E S U LT S+  27 million visits over two back-to-school seasons+  Users spent an average of 12+ minutes on the site+  48% of the visitors to the site clicked through to the Taubman mall websites+  Referenced on over 50,000 website and blogs, including Tech Crunch, ESPN, MSN Money, USA Today and VH1’s Best Week Ever+  The app was listed in the “Staff Favorites” and in the “Top Paid Apps” on the iTunes home page for several weeks+  Ev, the founder of Twitter, posted his Yearbook Yourself photo 50
  • 26. W H AT ’ S N E X T . . .
  • 27. CHECK THESE SITES OUTMashable.com Psfk.com Likecool.comSwiss-miss.com Onclub.org/#pane=awards Adsoftheworld.comCoolhunting.com Ffffound.com Creativity-online.comFrederiksamuel.com/blog Notcot.org Thefwa.comAdweek.com/adfreak Woostercollective.com 57
  • 28. DISCUSSION
  • 29. THANKS

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