Inspiring Creativity

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This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr

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Inspiring Creativity

  1. 1. Inspiring Creativity
  2. 2. © 2013 Cheil Worldwide @yellif
  3. 3. © 2013 Cheil Worldwide
  4. 4. © 2013 Cheil Worldwide
  5. 5. What do you think is the role of modern planner? First off: #InspiringCreativity
  6. 6. “You never plan alone” “It’s about getting everyone in, and allied, around the North Star: “Where are we heading?” .And the organizing idea to get there.” #InspiringCreativity
  7. 7. “Articulate the problem the client needs solving. A good brief is not about what a client wants, it’s what it needs.” “The role of a planner is to make sense of a client’s lazy business problem.” #InspiringCreativity
  8. 8. “To maximise planning one must know and be aware of all media and how to use them; including spontaneous tweeting and reactive videos” “Be both slow and fast. Slow planning to build the brand.
 Fast planning to respond to any real time opportunities with modern media.” #InspiringCreativity
  9. 9. “To find a unique insight. To simplify complex modern marketing. And most of all; to inspire. “To inspire creatives to do F*& %@* amazing work - that works.” #InspiringCreativity
  10. 10. © 2013 Cheil Worldwide What are the most important components of a great briefing?
  11. 11. © 2013 Cheil Worldwide Iden%fica%on  of  key     barriers  and  challenges A  single   proposi%on Clarity  of   Business  problem A  real  understanding   of  the  target  audience Key  trends  relevant   to  the  brief A  clear  human   insight A  deep  understanding   of  the  client’s  business Inspira%on  around     the  brief
  12. 12. © 2013 Cheil Worldwide 12 Fellow Planners - Top 5 Component % 1= A clear human insight 20% 1= Clarity of business problem 20% 3 A real understanding of target audience 18% 4 Inspiration around the brief 13% 5= Identification of key barriers 10% 5= Single Proposition 10%
  13. 13. © 2013 Cheil Worldwide 13 Creatives - Top 5 Component % 1 Clarity of business problem 23% 2= A clear human insight 17% 2= A real understanding of target audience 17% 4 Single Proposition 15% 5= Inspiration around the brief 11%
  14. 14. © 2013 Cheil Worldwide 14 Creatives - Top 5 Planner Creative A clear human insight Clarity of business problem Clarity of business problem A clear human insight Understanding of target audience Understanding of target audience Inspiration around the brief Single Proposition Single Proposition Inspiration around the brief
  15. 15. © 2013 Cheil Worldwide What is the single most important component of a brief?
  16. 16. © 2013 Cheil Worldwide Iden%fica%on  of  key     barriers  and  challenges A  single   proposi%on Clarity  of   Business  problem A  real  understanding   of  the  target  audience Key  trends  relevant   to  the  brief A  clear  human   insight A  deep  understanding   of  the  client’s  business Inspira%on  around     the  brief
  17. 17. © 2013 Cheil Worldwide 5" 1" 5" 1" 1" 4" 6" 5" 1" 1" 1" 0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" A"clear"human" insight" Single" proposi=on" Clarity"of" business" problem" Iden=fica=on"of" key"barriers" A"real" understanding" of"the"target" audience" A"deep" understanding" of"the"clients'" business" Inspira=on" around"the" brief" Trends" Crea=ve" Planner"
  18. 18. 18
  19. 19. 19
  20. 20. © 2013 Cheil Worldwide Examples of great briefings
  21. 21. © 2013 Cheil Worldwide
  22. 22. © 2013 Cheil Worldwide
  23. 23. © 2013 Cheil Worldwide
  24. 24. © 2013 Cheil Worldwide Top Tips
  25. 25. © 2013 Cheil Worldwide Challenge every brief
  26. 26. © 2013 Cheil Worldwide Brief yourself
  27. 27. © 2013 Cheil Worldwide Make every box work
  28. 28. © 2013 Cheil Worldwide “Advertising” is not always the best solution
  29. 29. © 2013 Cheil Worldwide Words of wisdom
  30. 30. © 2013 Cheil Worldwide “If you don’t understand the human truth that lies at the heart of what you are trying to achieve, you are never going to be able to inspire creatives” Chris Chalk Global Strategy Director, Cheil
  31. 31. © 2013 Cheil Worldwide “...rather than boil research down into ‘one key insight’, find the things that make people different, highlight them and celebrate them” Jon Wilshere, Smithery
  32. 32. © 2013 Cheil Worldwide “Be like a method actor, live the part.” Graham Fink CCO, Ogilvy China
  33. 33. © 2013 Cheil Worldwide “Be ambitious with your book” PJ Pereira, CCO, Pereira O’Dell
  34. 34. “If I had one hour to solve a problem; and my life depended on the solution. I would spend 55 minutes on defining the problem and five minutes on the solution. For once I have properly defined the problem I could easily solve it in less than 5 minutes.“ #InspiringCreativity
  35. 35. Vision 40 “People don’t care what you do, but why you do it. Martin Luther King, didn’t say: I have a mission statement” now did he?” - Tim Polder
  36. 36. “I did not have time to write a short letter, so I wrote a long one instead.” - Mark Twain
  37. 37. Questions #InspiringCreativity
  38. 38. Thank you.

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