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RELATIONSHIP BETWEEN
PLANNING
AND
CREATIVE
DEPARTMENTS IN AD AGENCIES
SÃO PAULO
PORTO ALEGRE
BUENOS AIRES
15 PERSONAL INTERVIEWS
MANAGERS, DIRECTORS AND OWNERS
LATIN AMERICAN BIGGEST AGENCIES
PROCESSES
CASE STUDIES
BEST RELATIONSHIP BETWEEN
BOTH AREAS/MINDSETS
Identifying...
AFTER ALL, THE TRADITIONAL PROCESS SEEMS TO BE THE
CREATIVE BRIEF.
IN THIS PROCESS, THE PLANNERS DO THEIR JOB ANALYZING TH...
THERE
ARE
CREATIVE
BRIEFS
PLANNERS HAVE TO SIGN EVERY BRIEF THAT GOES TO THE CREATIVE
TEAM;
BRIEF MEETING AND ONLY AFTER T...
EVEN WITH THOSE DIFFERENCES, ALL OF THEM AGREE THAT INFORMAL
CHATS BETWEEN THE TWO DEPARTAMENTS
DURING THE PROCESS OCCUR I...
AND THERE’S SOME AGENCIES WHERE:
• PLANNING AND CREATIVE DEPARTAMENTS WALK
TOGHETER;
• CREATIVES PARTICIPATE IN THE STRATE...
“CREATIVES WALK IN
SOONER AND PLANNERS
LEAVE LATER.”
WHY?
INFORMAL CHATS ALWAYS MAKE IT RICHER AND IS WHERE THE
BEST IDEAS CAN COME FROM;
THE STRATEGY IS BETTER WHEN CREATIVES...
SO WHY MOST
AGENCIES DON´T
WORK LIKE THAT?
BUSINESS MODEL
DEPARTALIZATION
ENVIRONMENT
PROFESSIONAL STYLES
HUMAN FACTOR
SO WHY MOST
AGENCIES DON´T
WORK LIKE THAT?
BUSINESS MODEL
DEPARTALIZATION
ENVIRONMENT
PROFESSIONAL STYLES
HUMAN FACTOR
AGE...
SO WHY MOST
AGENCIES DON´T
WORK LIKE THAT?
BUSINESS MODEL
DEPARTALIZATION
ENVIRONMENT
PROFESSIONAL STYLES
HUMAN FACTOR
OBS...
SO WHY MOST
AGENCIES DON´T
WORK LIKE THAT?
BUSINESS MODEL
DEPARTALIZATION
ENVIRONMENT
PROFESSIONAL STYLES
HUMAN FACTOR
OBS...
SO WHY MOST
AGENCIES DON´T
WORK LIKE THAT?
BUSINESS MODEL
DEPARTALIZATION
ENVIRONMENT
PROFESSIONAL STYLES
HUMAN FACTOR
OBS...
SO WHY MOST
AGENCIES DON´T
WORK LIKE THAT?
BUSINESS MODEL
DEPARTALIZATION
ENVIRONMENT
PROFESSIONAL STYLES
HUMAN FACTOR
THE...
GETTING TO KNOW THAT THE CLOSER RELATION BETWEEN THE
TWO AREAS DURING THE HOLE PROCESS IT´S THE IDEAL:
COULD ALL AGENCIES ...
IF I WOULD
PROPOSE A
SOLUTION...
EXAMPLES:
WHO PLANS, ALSO CREATES.
WHO CREATES, ALSO PLANS.
ALL AREAS START AND FINISH EVERY JOB TOGETHER.
TRIOS WITH PLAN...
brunoaraldi@gmail.com
behance.net/bruno_araldi
medium.com/brunoaraldi
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Relationship between planning and creative department in advertising agencies

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Relationship between planning and creative department in advertising agencies

  1. 1. RELATIONSHIP BETWEEN PLANNING AND CREATIVE DEPARTMENTS IN AD AGENCIES
  2. 2. SÃO PAULO PORTO ALEGRE BUENOS AIRES 15 PERSONAL INTERVIEWS MANAGERS, DIRECTORS AND OWNERS LATIN AMERICAN BIGGEST AGENCIES
  3. 3. PROCESSES CASE STUDIES BEST RELATIONSHIP BETWEEN BOTH AREAS/MINDSETS Identifying...
  4. 4. AFTER ALL, THE TRADITIONAL PROCESS SEEMS TO BE THE CREATIVE BRIEF. IN THIS PROCESS, THE PLANNERS DO THEIR JOB ANALYZING THE BRAND’S SCENERY, MARKET, COMPETITION, TARGET AND, AFTER THAT, THEY DEVELOP STRATEGIC WAYS OF COMMUNICATION. WHAT TO SAY, IN WHICH TONE, TO WHOM EXACTLY. USUALLY TWO OR THREE STRATEGIC VIEWS THAT ARE DISCUSSED IN ONE MEETING WITH THE CREATIVE TEAM THAT BEGIN TO DEVELOP THE CREATIVE THINKING OF THE MESSAGE IN ALL FORMS.
  5. 5. THERE ARE CREATIVE BRIEFS PLANNERS HAVE TO SIGN EVERY BRIEF THAT GOES TO THE CREATIVE TEAM; BRIEF MEETING AND ONLY AFTER THAT THE AREAS START WORKING TOGHETER; TWO DEPARTAMENTS SIT TOGHETER; TWO DEPARTAMENTS STAY SEPARATED; PLANNERS DO THE BRIEF, DISCUSS WITH THE CLIENT AND ONLY AFTER THAT THE CREATIVE TEAM STARTS WORKING; PRETTY FORMAL PROCCESS, WITH RIGID DEADLINES FOR THE AREAS TO WORK SEPARETELY; PLANNING AND CREATIVE TEAMS INTERACT DURING ALL THE PROCESS; BOTH AREAS INTERACT ONLY IN THE BIGGEST PROJECTS.
  6. 6. EVEN WITH THOSE DIFFERENCES, ALL OF THEM AGREE THAT INFORMAL CHATS BETWEEN THE TWO DEPARTAMENTS DURING THE PROCESS OCCUR IN MOST OF THE PROJECTS, EMPHASIZING THE IMPORTANCE THAT THESE EXCHANGES HAVE IN THE FINAL RESULT.
  7. 7. AND THERE’S SOME AGENCIES WHERE: • PLANNING AND CREATIVE DEPARTAMENTS WALK TOGHETER; • CREATIVES PARTICIPATE IN THE STRATEGY AND THE PLANERS IN THE CREATIVE SOLUTION; BESIDES ONLY A FEW USE THIS MODEL, IT´S A CONSENSUS BETWEEN ALL THE INTERVIEWEES THAT THIS IS THE CLOSER WE CAN GET OF AN IDEAL MODEL.
  8. 8. “CREATIVES WALK IN SOONER AND PLANNERS LEAVE LATER.”
  9. 9. WHY? INFORMAL CHATS ALWAYS MAKE IT RICHER AND IS WHERE THE BEST IDEAS CAN COME FROM; THE STRATEGY IS BETTER WHEN CREATIVES PARTICIPATE; CREATIVES WORKING TOGETHER ON THE STRATEGY MAKES THEIR OWN WORK EASIER; THE CAMPAIGNS LOOK BETTER AND HAVE MORE CHANCE OF BEING APPROVED WITH THE PLANNERS INVOLVED; THE CREATIVE IDEAS CAN COME FROM THE PLANNERS AS WELL.
  10. 10. SO WHY MOST AGENCIES DON´T WORK LIKE THAT? BUSINESS MODEL DEPARTALIZATION ENVIRONMENT PROFESSIONAL STYLES HUMAN FACTOR
  11. 11. SO WHY MOST AGENCIES DON´T WORK LIKE THAT? BUSINESS MODEL DEPARTALIZATION ENVIRONMENT PROFESSIONAL STYLES HUMAN FACTOR AGENCIES WITH TRADITIONAL STRUCTURES THAT DO ACCOUNT MANAGMENT HAVE TOO MUCH WORK ON THEIR STAVE, AND THAT MAKES IT HARDER FOR THE TWO AREAS TO WORK TOGHETER. SOME DIGITAL AGENCIES, NO MEDIA, AND CREATIVE BOUTIQUES ARE ALREADY ABLE TO WORK BY PROJECT, WHICH ALLOWS THEM TO DEDICATE MORE TIME AND PEOPLE EXCLUSIVELY TO EACH PROJECT, MAKING EASIER A CLOSER RELATIONSHIP BETWEEN THE TWO AREAS. OBSTACLES: • AMMOUNT OF WORK; • INDUSTRIAL PROCESS; • AREAS STAY SEPARETLY; • PROCESS OF ONE MEETING.
  12. 12. SO WHY MOST AGENCIES DON´T WORK LIKE THAT? BUSINESS MODEL DEPARTALIZATION ENVIRONMENT PROFESSIONAL STYLES HUMAN FACTOR OBSTACLES: • AREAS IN SPACES FAR AWAY FROM EACH OTHER; • CLOSED ROOMS, DIFFERENT FLOORS; • CHAT EXCLUSIVELY IN FORMAL MEETINGS. THE PHISICAL PROXIMITY BETWEEN THE TWO AREAS SHOWED UP AS AN IMPORTANT FACTOR DURING THE PLANNING CREATION PROCESS. IT´S A FACT THAT THE CLOSER THE AREAS ARE, BETTER. IT´S A CONSENSUS THAT THIS FACILITATE THE APROXIMATION OF THE AREAS WITH CHATS OUTSIDE FORMAL MEETINGS.
  13. 13. SO WHY MOST AGENCIES DON´T WORK LIKE THAT? BUSINESS MODEL DEPARTALIZATION ENVIRONMENT PROFESSIONAL STYLES HUMAN FACTOR OBSTACLES: • CORPORATIVE CULTURE MAKES IT HARDER FOR INTERACTION BETWEEN DIFFERENT AREAS; • PEOPLE ARE NOT ESTIMULATED TO GET OUT OF THEIR ACTING ZONE. IN AGENCIES WITH RIGID DEPARTAMENTS THAT FOLLOWS A PROCESS CLOSER TO THE “INDUSTRIAL", LIKE WAS SAID BY MOST OF THE INTERVIEWEES, MOST OF THE TIME THE CREATIVES DON´T CARE ABOUT THE STRATEGY AND THE PLANNERS DON´T CARE ABOUT THE CREATIVE IDEA. OF COURSE THAT EVEN WITH THE TWO AREAS ACTING TOGETHER DURING THE WHOLE PROJECT, THE RESPONSABILITY OF THE STRATEGY ENDS UP BEING OF THE PLANNERS AND THE CREATIVES ARE RESPONSIBLY FOR THE CREATIVE SOLUTION.
  14. 14. SO WHY MOST AGENCIES DON´T WORK LIKE THAT? BUSINESS MODEL DEPARTALIZATION ENVIRONMENT PROFESSIONAL STYLES HUMAN FACTOR OBSTACLES: • PERSONAL DIFERENCES THAT DON´T WORK WELL TOGETHER. • YOUNG AND UNEXPERIENCED PROFESSIONALS. CREATIVES WITH STRATEGIC THINKING AND PLANNERS WITH CREATIVE THINKING. PROFESSIONALS WITH MORE EXPERIENCE TENDS TO CONDUCT AND ACCEPT BETTER THE EXCHANGES DURING THE PROCESS. DIFFERENT PROFILES AND THAT, IN A WAY, COMPLEMENT EACH OTHER AREA A GOOD FORMULA.
  15. 15. SO WHY MOST AGENCIES DON´T WORK LIKE THAT? BUSINESS MODEL DEPARTALIZATION ENVIRONMENT PROFESSIONAL STYLES HUMAN FACTOR THE MOST IMPORTANT FACTOR: AFINITY BETWEEN PEOPLE. IN HUMAN WAY. EGO, TIMIDITY, INCOMPATIBILITY OF GENIOUS, ETC. IT´S HARD FOR PLANNERS AND CREATIVES WITH DIFFERENT PERSONALITIES TO WORK WELL TOGETHER. IT’S A SUBJECTIVE FACTOR, HARD TO EVALUATE AND TO PROMOTE CHANGES.
  16. 16. GETTING TO KNOW THAT THE CLOSER RELATION BETWEEN THE TWO AREAS DURING THE HOLE PROCESS IT´S THE IDEAL: COULD ALL AGENCIES PROMOTE THE NECESSARIE CHANGES TO WORK LIKE THAT?
  17. 17. IF I WOULD PROPOSE A SOLUTION...
  18. 18. EXAMPLES: WHO PLANS, ALSO CREATES. WHO CREATES, ALSO PLANS. ALL AREAS START AND FINISH EVERY JOB TOGETHER. TRIOS WITH PLANNER + CREATIVE COUPLE WORKING TOGETHER IN THE PROJECTS FROM THE BEGGINING. TEAMS CAN BE SEPARATED BY ACCOUNT/GROUP OF ACCOUNTS. STRATEGIST CREATIVES TEAM, SOME WITH EXPERTISE IN ART DIRECTION, OTHERS IN WRITING. THE SAME DEVELOP THE STRATEGY AND THE THE CREATIVE IDEAS. EACH ONE DEDICATING MORE TIME DOING HIS PART OF THE JOB.
  19. 19. brunoaraldi@gmail.com behance.net/bruno_araldi medium.com/brunoaraldi

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