The Creative Courtship

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A presentation given to Google about improving its collaborative efforts with advertising agency Creative Departments.

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The Creative Courtship

  1. 1. THE CREATIVE COURTSHIPImproving collaboration with agency Creatives June 28, 2010
  2. 2. 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
  3. 3. OBJECTIVETo improve Google’s relationship with advertising CreativesAgenda • How agencies work • How Google can help • What Creatives have • What Creatives want • Raucous applause
  4. 4. HOW ADVERTISING AGENCIES WORK
  5. 5. THE CREATIVE PROCESS1. Get briefed.2. Brainstorm ideas.3. Develop breakthrough concepts.4. Present internally.5. Sell to clients.
  6. 6. 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.
  7. 7. INTERNAL WORKFLOW ACCOUNT PROJECT STRATEGIC CREATIVEMANAGMENT MANAGMENT PLANNING DEPARTMENT• Media is not always structured into the process.
  8. 8. HOW WE PRESENT TO CLIENT ACCOUNT PROJECT STRATEGIC CREATIVEMANAGMENT MANAGMENT PLANNING DEPARTMENT • Presentations are typically led by Account Management and Creative
  9. 9. CREATIVES INFLUENCE MEDIA BUYSWe want you to influence us • ie. Monopoly City Streets
  10. 10. WHAT CREATIVES HAVE
  11. 11. 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
  12. 12. WHAT CREATIVES WANT
  13. 13. CREATIVES WANT YOU.You are sexy.But sexy can be intimidating.
  14. 14. HOW CAN GOOGLE BE MORE APPROACHABLE?
  15. 15. STAY FRIENDS WITH CREATIVESGoogle LabsCreative showcases • www.goollery.org • www.doubleclick.com/insight/gallery/index.htmlFree stuff • Layered Android PSDs • Sponsored Events • www.google.com/agencytoolkit
  16. 16. SUMMARYCreatives want you.Creatives want your help.Creatives want you to applaud after their presentations.

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