THE CREATIVE COURTSHIPImproving collaboration with agency Creatives June 28, 2010
ABOUT USWho we are Rebecca Silver, Art Director, MRM Worldwide Eric Schlakman, Copywriter, Tribal DDBHow our agencies link with traditional counterparts • Digital arm • Operate autonomously • Share certain clients • Each digital agency has different relationship with offline partners
OBJECTIVETo improve Google’s relationship with advertising CreativesAgenda • How agencies work • How Google can help • What Creatives have • What Creatives want • Raucous applause
THE CREATIVE PROCESS1. Get briefed.2. Brainstorm ideas.3. Develop breakthrough concepts.4. Present internally.5. Sell to clients.
THE CREATIVE PROCESS + GOOGLEFirst-to-market is important in digital.Google is the pulse of that.Google can provide Creatives the toolsto create forward-thinking work.Dont rely on Media to bring Creatives these things.
INTERNAL WORKFLOW ACCOUNT PROJECT STRATEGIC CREATIVEMANAGMENT MANAGMENT PLANNING DEPARTMENT• Media is not always structured into the process.
HOW WE PRESENT TO CLIENT ACCOUNT PROJECT STRATEGIC CREATIVEMANAGMENT MANAGMENT PLANNING DEPARTMENT • Presentations are typically led by Account Management and Creative
CREATIVES INFLUENCE MEDIA BUYSWe want you to influence us • ie. Monopoly City Streets
Sites we visit • adsoftheworld.com, bannerblog.com.au, creativity-online.com, psfk.com, adverblog.com, ffffound.com, hypebeast.com, adrants.com, gizmodo.comRelationships with vendors • Production houses • Ad media servers