Managing Creative with Aaron O'Keefe

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

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

WHO I AM

WHERE I WORK :: COLLE + MCVOY

CLIENTS DIGITAL AOR

CLIENT FOOTPRINT

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

W H AT I D O : : T H E R O L E O F A NACCOUNT EXECUTIVE

“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

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

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

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

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

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

CARIBOU CASE STUDY

FIVE CONSECUTIVE YARS OF GROWTH

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

“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

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

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

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

Social media accounts for one outof every six minutes spent online Journalism.co.uk

Social media advertising spendingwill increase from 2.1 billion in 2010 to $8.3 billion by 2015. Direct Marketing News

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

W H AT ’ S N E X T . . .

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

DISCUSSION

THANKS

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Managing Creative with Aaron O'Keefe

by Rasmussen College on Aug 22, 2011

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Managing Creative with Aaron O’Keefe Presentation Transcript