This document provides an overview of account planning and management. It discusses key elements of daily tasks for account management and planning, including developing objectives and briefs. It emphasizes the importance of collaboration between creatives, planners, managers, and others. Various frameworks for strategic planning processes and developing objectives and ideas are presented. The brief development process and elements of a strong brief are also outlined.
Brand strategy, when untethered from direct creative execution, has tremendous potential to set the agenda for companies, leading to greater retention, operational efficiency, and audience love. The trick is taking the brave step to think of the power of brand differently.
MISSION IMPOSSIBLE? WHAT AGENCY HEADS WANT FROM PLANNERSAndreas Krasser
Creatives want planners to give them inspiring insights, single-minded propositions, and clear problem statements. Clients want frameworks, effectiveness, a bit of retro-engineering every now and then, and lately also crisis management advice. Planning heads want gut, empathy, curiosity, and interesting methods to unearth human truths. Suits usually want pretty PowerPoint decks. But what about agency heads? Do they even care?
This talk aims at giving a (slightly biased) perspective on agency leaders’ expectations for strategists. It will answer questions such as ‘what’s the value of strategy from an agency leadership perspective’ or ‘how do planners fit into the company’s overall growth agenda’. The topics covered also provide a blueprint for convincing agency leaders of strategy’s worth in case they’re too short-sighted to see it.
Why Brands Matter for Nonprofits and What to Do About It. Building a strong brand to drive donations, volunteerism, and engagement. Presented at University of Chicago Social Enterprise Alliance Onboard Conference
Our senses fuel our perceptions of the objects and events that surround us. Yet as marketers we're often limited to just two of them—sight and sound.
How much more compelling could brand experiences be if we used the science of perception to design better, more persuasive interactions—taking into account all of our senses?
In our latest white paper, we explain how an experiential approach harnesses the science of the senses to create more effective, more engaging experiences that amplify your message and brand.
Brand strategy, when untethered from direct creative execution, has tremendous potential to set the agenda for companies, leading to greater retention, operational efficiency, and audience love. The trick is taking the brave step to think of the power of brand differently.
MISSION IMPOSSIBLE? WHAT AGENCY HEADS WANT FROM PLANNERSAndreas Krasser
Creatives want planners to give them inspiring insights, single-minded propositions, and clear problem statements. Clients want frameworks, effectiveness, a bit of retro-engineering every now and then, and lately also crisis management advice. Planning heads want gut, empathy, curiosity, and interesting methods to unearth human truths. Suits usually want pretty PowerPoint decks. But what about agency heads? Do they even care?
This talk aims at giving a (slightly biased) perspective on agency leaders’ expectations for strategists. It will answer questions such as ‘what’s the value of strategy from an agency leadership perspective’ or ‘how do planners fit into the company’s overall growth agenda’. The topics covered also provide a blueprint for convincing agency leaders of strategy’s worth in case they’re too short-sighted to see it.
Why Brands Matter for Nonprofits and What to Do About It. Building a strong brand to drive donations, volunteerism, and engagement. Presented at University of Chicago Social Enterprise Alliance Onboard Conference
Our senses fuel our perceptions of the objects and events that surround us. Yet as marketers we're often limited to just two of them—sight and sound.
How much more compelling could brand experiences be if we used the science of perception to design better, more persuasive interactions—taking into account all of our senses?
In our latest white paper, we explain how an experiential approach harnesses the science of the senses to create more effective, more engaging experiences that amplify your message and brand.
Pushing Buttons & Pulling Triggers: Using Psychology to Connect with People a...Kelsey Ruger
Everyday marketers, designers and product managers create things that are intended to elicit a response from people. Whether that response is purchasing a product, reading and sharing a message, or clicking through on a website, understanding what makes people tick is critical to getting the desired response. In this session, we will take a look at some science and research that reveal common “people patterns” in thinking, decision-making and behavior that will allow you to create more engaging, creative and meaningful interactions that match the way people think and work, while delivering results.
Innovation through Experience Design: Designers as InnovatorsJason Ulaszek
The pressure to create amazing, groundbreaking product and service experiences has intensified within just about every industry. Entire industries are now competing heavily on larger, connected ecosystems, not just individualized experiences. Competing organizations are increasingly enlisting designers to help bring clarity to decisions supporting the what, where, how and when of it all. In turn, the pressure point becomes the designer.
Designers possess the ability to influence the creation and design of new products and services. Sometimes they’re even given opportunity to influence business model transformation. But, what about innovation? Do designers possess the ability to disrupt the status quo and become the innovator? And, are they ready for it? I think so. And, after this session I think you’ll see why too.
Together, we’ll examine the role of an experience designer as an innovator and the skills designers command that can engineer new business opportunity and effect social change. We’ll share examples, models and skills that you’ll need in order to lead the charge.
Originally presented by Jason Ulaszek and Brian Winters at Webvisions Chicago on September 24, 2015.
How i judge advertising - CLB củ khoai tây Thanh Lâm Trần
Chúng tôi mời 3 khách mời: 2 Planners- Lâm Trần và Cường Nguyễn và 1 Creative- Thành Ngô đến chia sẻ quan điểm: "Tôi đánh giá quảng cáo như thế nào?" Một buổi offline thành công với rất nhiều bài học hữu ích.
We invited 2 Planners- Lam Tran & Cuong Nguyen, and 1 Creative- Thanh Ngo to come and share how they judge/ evaluate advertising work. Brilliant offline event with so much to learn!
...
bởi CLB những chiến lược gia củ khoai tây
https://www.facebook.com/groups/chienluocgiacukhoaitay
Modern brands suffer from more than bad advertising campaigns, they also struggle with complex systemic problems that are hard to define and hard to solve. This is the methodology that we developed, to help us find, define and sovle complex brand problems.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
This was a presentation that I gave back in April. Since then we have done more advanced Transmedia work and I hope to share that case study soon when we get the full results. Sorry it took so long to upload this.
Brand Box 4 - What's The Big Idea? The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 4 - What's the big idea? 2. Actions from insights 3. Why Innovation? 4. Innovation context 5. Bill Gates 6. Corporate and Social Responsibility 7. Successful Innovation 8. Purpose of creativity 9. Importance of Innovation 10. Importance of Innovation cont. 11. Innovation driving growth 12. Applied Innovation 13. Limitations of accepting status quo 14. Knowledge vs. Creativity 15. Innovation as a habit 16. 5 roles in ideas development 17. The triangle for successful innovation 18. Sources of inspiration 19. Crowd sourcing 20. Where's your suggestion box? 21. What is crowd sourcing? 22. Consumer generated content 23, Share with the masses 24, Generation C(ash) 25 User generated content radar 26. Case study: Smith's "Do us a flavour" 27. Case study: Goldcorp 28. Case study: Mitsubishi 29. Case study: InnoCentive 30. Case study: Wikipedia 31. Case study: the London bombing 32. Innovation tools 33. Scamper 34. Scamper: An example 35. Scamper: Adapt something to it 36. Scamper: Magnify it 37. Scamper: Modify it 38. Scamper: Put it to some other use 39. Scamper: Eliminate something 40. Scamper: Reverse it 41. Scamper Rearrange it 42. Parameter analysis 43. Sensory overload 44. Future casting ideas generation 45. Process review 46. Using experience to drive innovation 47. Innovation platforms 48. The Phoenix checklist 49. The Phoenix checklist cont. 50. Six thinking hats by Edward de Bono 51. Six thinking hats cont. 52. Evaluation methods 53. Potential impact plotting 54. "Yes" reasons
A look at how some small firms are leveraging Covid19 to become more authentic, more congruent, and more certain that they will continue to dance to their own beat, and not buy into the masses and their ideas of standing still, shrinking or seeing what happens before they get into meaningful action.
2016-06-21 Breakthrough Strategy for NonprofitsErin Crowley
This program will present a new model of strategic planning for nonprofits that is designed to assist you in discovering and inventing new, creative ways of going about your work so you can make a breakthrough Mission Impact for those you serve. Learn what makes companies like Google so innovative and how you can use these same ideas in a nonprofit.
I had a chance to attend SXSW this year. I got in a car crash in my Taxi, I was part of the Homeless Hotspots debate and in-between I attended a few sessions which are shared here.
Really Stand Out - The 5 P's Personal Brand PlannerJim Crocker
Here's a presentation made to clients on personal branding. It includes a simple BRAND PLANNER that will get you thinking and 5 easy, proven ways I recommend to everyone for quickly building their personal brands.
Pushing Buttons & Pulling Triggers: Using Psychology to Connect with People a...Kelsey Ruger
Everyday marketers, designers and product managers create things that are intended to elicit a response from people. Whether that response is purchasing a product, reading and sharing a message, or clicking through on a website, understanding what makes people tick is critical to getting the desired response. In this session, we will take a look at some science and research that reveal common “people patterns” in thinking, decision-making and behavior that will allow you to create more engaging, creative and meaningful interactions that match the way people think and work, while delivering results.
Innovation through Experience Design: Designers as InnovatorsJason Ulaszek
The pressure to create amazing, groundbreaking product and service experiences has intensified within just about every industry. Entire industries are now competing heavily on larger, connected ecosystems, not just individualized experiences. Competing organizations are increasingly enlisting designers to help bring clarity to decisions supporting the what, where, how and when of it all. In turn, the pressure point becomes the designer.
Designers possess the ability to influence the creation and design of new products and services. Sometimes they’re even given opportunity to influence business model transformation. But, what about innovation? Do designers possess the ability to disrupt the status quo and become the innovator? And, are they ready for it? I think so. And, after this session I think you’ll see why too.
Together, we’ll examine the role of an experience designer as an innovator and the skills designers command that can engineer new business opportunity and effect social change. We’ll share examples, models and skills that you’ll need in order to lead the charge.
Originally presented by Jason Ulaszek and Brian Winters at Webvisions Chicago on September 24, 2015.
How i judge advertising - CLB củ khoai tây Thanh Lâm Trần
Chúng tôi mời 3 khách mời: 2 Planners- Lâm Trần và Cường Nguyễn và 1 Creative- Thành Ngô đến chia sẻ quan điểm: "Tôi đánh giá quảng cáo như thế nào?" Một buổi offline thành công với rất nhiều bài học hữu ích.
We invited 2 Planners- Lam Tran & Cuong Nguyen, and 1 Creative- Thanh Ngo to come and share how they judge/ evaluate advertising work. Brilliant offline event with so much to learn!
...
bởi CLB những chiến lược gia củ khoai tây
https://www.facebook.com/groups/chienluocgiacukhoaitay
Modern brands suffer from more than bad advertising campaigns, they also struggle with complex systemic problems that are hard to define and hard to solve. This is the methodology that we developed, to help us find, define and sovle complex brand problems.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
This was a presentation that I gave back in April. Since then we have done more advanced Transmedia work and I hope to share that case study soon when we get the full results. Sorry it took so long to upload this.
Brand Box 4 - What's The Big Idea? The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 4 - What's the big idea? 2. Actions from insights 3. Why Innovation? 4. Innovation context 5. Bill Gates 6. Corporate and Social Responsibility 7. Successful Innovation 8. Purpose of creativity 9. Importance of Innovation 10. Importance of Innovation cont. 11. Innovation driving growth 12. Applied Innovation 13. Limitations of accepting status quo 14. Knowledge vs. Creativity 15. Innovation as a habit 16. 5 roles in ideas development 17. The triangle for successful innovation 18. Sources of inspiration 19. Crowd sourcing 20. Where's your suggestion box? 21. What is crowd sourcing? 22. Consumer generated content 23, Share with the masses 24, Generation C(ash) 25 User generated content radar 26. Case study: Smith's "Do us a flavour" 27. Case study: Goldcorp 28. Case study: Mitsubishi 29. Case study: InnoCentive 30. Case study: Wikipedia 31. Case study: the London bombing 32. Innovation tools 33. Scamper 34. Scamper: An example 35. Scamper: Adapt something to it 36. Scamper: Magnify it 37. Scamper: Modify it 38. Scamper: Put it to some other use 39. Scamper: Eliminate something 40. Scamper: Reverse it 41. Scamper Rearrange it 42. Parameter analysis 43. Sensory overload 44. Future casting ideas generation 45. Process review 46. Using experience to drive innovation 47. Innovation platforms 48. The Phoenix checklist 49. The Phoenix checklist cont. 50. Six thinking hats by Edward de Bono 51. Six thinking hats cont. 52. Evaluation methods 53. Potential impact plotting 54. "Yes" reasons
A look at how some small firms are leveraging Covid19 to become more authentic, more congruent, and more certain that they will continue to dance to their own beat, and not buy into the masses and their ideas of standing still, shrinking or seeing what happens before they get into meaningful action.
2016-06-21 Breakthrough Strategy for NonprofitsErin Crowley
This program will present a new model of strategic planning for nonprofits that is designed to assist you in discovering and inventing new, creative ways of going about your work so you can make a breakthrough Mission Impact for those you serve. Learn what makes companies like Google so innovative and how you can use these same ideas in a nonprofit.
I had a chance to attend SXSW this year. I got in a car crash in my Taxi, I was part of the Homeless Hotspots debate and in-between I attended a few sessions which are shared here.
Really Stand Out - The 5 P's Personal Brand PlannerJim Crocker
Here's a presentation made to clients on personal branding. It includes a simple BRAND PLANNER that will get you thinking and 5 easy, proven ways I recommend to everyone for quickly building their personal brands.
This is teaching material about strategic planning in advertising agency which I prepared for guest lecturing in Prasetiya Mulya Business School and sharing session in Depok Creative.
This set of slides was used to illustrate the first session of HYPE, the young planners education programme of APG Belgium. The presentation was held on Tuesday October 18, 2011.
This deck contains the slides of Tom Theys' part of the presentation, not the part from Heather LeFevre from Strawberry Frog.
A Quickfire session offers the sustainability expertise of Net Impact members to a lucky client in a punchy four hour design-thinking inspired session. This guide covers the process and outline of a Quickfire session, and includes all the tools and resources you'll need to execute Quickfire Pro Bono consulting sessions for organizations in your community.
Designed for Net Impact by Quickfire by Design, quickfirebydesign.me
Utopia is an original brand and scenario planning tool devised by me as the Strategy lead at Clique CG. This framework helps agencies and brand teams in coming up with strategic brand ideas and creatives routes through collaborative group ideations.
For doing an Utopia session for your brand or to see an example of how this tool helps, please get in touch.
This thinking might help your ad agency or brand to increase strategic value and find the unexpected opportunities.
The good news is that it's simpler to fix than everyone thinks.
Here is my attempt that not only fix the flawed business model of advertising, but reinvent it.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
Back to basics: Creative brief workshop
Becky McOwen-Banks
Before great creative work can be done it's key to create the environment in which creative work can be produced.
In this pres we look at the processes and provide a few tips for those with a hankering for effective creative work. Skewed for the in-house relationships but applicable for anyone involved in the creative process.
Covers: structure, department relationships, Briefs, idea generation, evaluating creative work and feedback
Communication Tools: How to make your idea credible and understandable - Entr...MaRS Discovery District
This lecture presents tips, examples, techniques and tools for building the five essential communication documents for entrepreneurs including:
* The Elevator Pitch
* Executive Summary
* Company Presentation
* Technical White Paper
* Business Plan
Learn how to create these communication tools and how to use them effectively to grow your business from an idea to a funded business.
Learn how to generate content ideas for your business and set an effective content marketing strategy from Darla Brown, TKG.com's content marketing strategist.
This book is for anyone who has had an idea and said, “I should start my own company.”
It does not matter what type of idea, the level of business experience you have, or your educational background. Anyone armed
with a dream and passion can turn his or her idea into a business. No more excuses, it is time to Stop Talking and Start Doing!
The StartUp Cookbook is for the dreamers and doers of our world: the people who choose to take on the entrepreneurial journey
and start a company. These entrepreneurs are the true heroes of our communities transforming their own lives, and the lives of
those who benefit from their creations.
The visual thinking tools found inside this book provide you with a step-by-step guide to test your ideas, develop a team, design
your business model, go to market, and accelerate generating revenue.
In this session from the University of Chicago's 2017 OnBoard conference, you will learn how to move beyond a typical mission statement to crafting a powerful mission that drives your organization's brand. With your mission and brand in place, you can leverage the power of content strategy to create a communications-centric culture. You'll leave this session equipped with content strategy tools and insights you can start implementing at your next board meeting.
Presented by:
Bridgett Colling, Digital Project Marketing Manager, See3
Nancy Goldstein, Chief Strategist, Compass(X)
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
5. Being “Strategic” Is a Frame of Mind
Creatives
Responsibles
What?
What if?
When?
How much?
Intelligents
How?
Why?
OpenMind!
6. SOME BRANDS BADGE
Branding is what makes you
want to put Nike on your feet,
Disney in your vacation, and
Haagen Dasz in your
refrigerator.
David Shore
OpenMind!
7. Thinking Through:
What are We Trying to Achieve?
BUSINESS OBJECTIVE
MARKETING OBJECTIVE
COMMUNICATIONS OBJECTIVE
OpenMind!
8. Thinking Through:
What are We Trying to Achieve?
“A problem well-stated is a problem half solved”
Charles Kettering
OpenMind!
9. Arriving at a “Killer Objective”
Think About…
“I want to be part of that.”
“Tell me more.”
“That reminds me…”
What Type Of
Response Do We
Want?
“Wow. That’s surprising.”
“I knew I was right.”
“Sharing!!”
“…Adding to the to-do list.”
“Time to eat!”
And, perhaps…
Is anything happening in culture that can
help us?
When we look at the world and society, can
we use anything to give our effort more
energy? Is there a wave we can catch? A
point of tension we can leverage? An
opportunity we can exploit?
OpenMind!
10. THE STRATEGIC PROCESS
The
The Business
The Creative
Communications
Objective
Idea
The
Objective
The Marketing
Communications
Execution
Objective
Strategy
What’s a
What must our
powerful way to
How will we
campaign do to
communicate
make more
achieve our goal?
our message?
money?
How do we
What must
express
What’s a
marketing
our
powerful way to
accomplish to
creative idea
achieve our
achieve the
in different
objective?
business
media?
objective?
“Choice of a New
de-position “The
steal market
Generation”
Real Thing” as
share from Coke
position Pepsi as
the old thing
“Pop star anthems”
a younger
increase volume
alternative
3%
OpenMind!
11. When Things Fit Together…
Good
Stories
Work
In
Multiple
Formats
OpenMind!
22. iverable: Big Idea
Product/ Service
Competition
Consumer
Big Idea
Typical Agency Planning Model
deliverable:
big idea
23. hand off, hand off, hand off…
MEDIA
PRODUCTION
CREATIVE
STRATEGY
ACCOUNT
THE TRADITIONAL SYSTEM
24. THIS PROCESS TENDS TO BE!
INEFFICIENT!
SLOW!
FRUSTRATING!
BUILDS WALLS BETWEEN INTERNAL TEAMS
25. THE BEST TEAMS NATURALLY BREAK DOWN THIS
PROCESS - MORE OFTEN THAN NOT, THE BEST
TEAMS SHOOT THE SHIT, TALK A LOT, BOUNCE IDEAS,
COLLABORATE!
THEY GET ALL NEW BUSINESS, EVERY DAY!
27. THE MOTHER EFFIN’
WOLF PACK
TEAMS INTELLIGENTLY BOUNCING
IN AND OUT OF A COLLABORATIVE
GROUP ENVIRONMENT, ALL
WORKING TOGETHER TO SLAY THE
THE BETTER ANALOGY?
PROBLEM
29. hand off, hand off, hand off…
MEDIA
PRODUCTION
CREATIVE
STRATEGY
ACCOUNT
SO INSTEAD OF THIS…
30. THE MODEL STARTS TO LOOK LIKE THIS…
MEDIA
STRATEGY
CREATIVE
ACCOUNT
PRODUCTION
CLIENTS
31. THIS PROCESS TENDS TO BE!
EFFICIENT!
FAST!
INCLUSIVE!
TEAM MAXIMIZING ONE ANOTHER
NOTE: IT’S NOT ABOUT BLOWING UP WHAT WE DO AND OUR SKILL SETS;
IT’S ABOUT WORKING IT DIFFERENTLY
34. Our (general) role
The context
Fuelling
The broader world that your product/brand lives in
Your people
(With loads of emotional and behavioral insights)
The main insight
The one truth your leveraging in your solution
The message
Seeing &
defining
What you want people to know
The creative platform
The thought that holds it all together
Hero execution/s
The executional/spiritual center of the idea
Engagement strategy
The driving principle/s of the platform behavior
Awesoming
The ecosystem
All the stuff that gets built to make the hero shine
35. Our (general) role
The context
Fuelling
The broader world that your product/brand lives in
Your people
(With loads of emotional and behavioral insights)
The main insight
The one truth your leveraging in your solution
The message
Seeing
What you want people to know
The creative platform
The thought that holds it all together
Hero execution/s
The executional/spiritual center of the idea
Engagement strategy
The driving principle/s of the platform behavior
Awesoming
The ecosystem
All the stuff that gets built to make the hero shine
36. so we got some fuel going,
ideas are starting to roll
but how’s a great idea defined?
37. Our (general) role
The context
Fuelling
The broader world that your product/brand lives in
Your people
(With loads of emotional and behavioral insights)
The main insight
The one truth your leveraging in your solution
The message
Seeing &
Defining
What you want people to know
The creative platform
The thought that holds it all together
Hero execution/s
The executional/spiritual center of the idea
Engagement strategy
The driving principle/s of the platform behavior
Awesoming
The ecosystem
All the stuff that gets built to make the hero shine
38. HAS IT BEEN DONE BEFORE?!
WILL PEOPLE LOVE IT AND BENEFIT FROM IT AS MUCH AS
THE BRAND MANAGERS?!
DOES IT LEVERAGE A KILLER INSIGHT?!
IS IT JUST SO DAMN SMART?!
IS IT WILDLY ENTERTAINING, AWESOMELY FUNCTIONAL
AND/OR EMOTIONALLY USEFUL?!
IS IT SIMPLE (ELEVATOR PITCH)?!
IS IT TRUE TO THE BRAND?!
IF IT’S A PLATFORM, CAN THE THOUGHT HOLD MANY
DIFFERENT EXECUTIONAL ITERATIONS?!
IF IT’S A TACTIC, CAN YOU IMAGINE HOW IT WOULD BE
RE-BOOTED/BUILT UPON IN THE FUTURE?!
CAN I BUILD AN ECO-SYSTEM AROUND IT?!
DO YOU GET SHIVERS?
40. FROM THE PERSPECTIVE OF YOUR PEOPLE, DOES
YOUR IDEA FALL INTO ONE OF THESE AREAS?
PURE DELIGHT
sweet spot
EMOTIONALLY USEFUL
FUNCTIONALLY USEFUL
41. The context
The broader world that your product/brand lives in
Your people
(With loads of emotional and behavioral insights)
The main insight
The one truth your leveraging in your solution
The message
THIS IS WHAT GOES INTO THE BRIEF
What you want people to know
The creative platform
The thought that holds it all together
Hero execution/s
The executional/spiritual center of the idea
Engagement strategy
The driving principle/s of the platform behavior
The ecosystem
All the stuff that gets built to make the hero shine
42. A good brief is kindling. It starts a spark.
Nick Cohen, Founder Mad Dogs & Englishmen
(creative)
OpenMind!
43. a standard creative brief answers
these questions:
1. What are we trying to do?
2. Who are we talking to and what should we
know about them?
3. What s the main idea?
4. Why should they believe this?
5. What tone of voice should the advertising
have?
6. What practical considerations are there?
OpenMind!
44. 1) As an agency/client tool, to document aligned expectations around what the creative product
will attempt to accomplish and what its key message is expected to be. For these purposes, the
document needs to clearly outline objectives and a single-minded strategic focus, and must be agreed to by
client and agency.
2) As an internal creative tool, to help spark the creative process. The goals of the internal creative
briefing are: to point the creative team in a clear direction, eliminating the paralysis of infinite choice; to
provide necessary Guide: or brand information or background that must be taken into consideration; to
Creative Briefing product
provide other useful knowledge that may primary purposes (which sometimes (but not to overwhelm the team
A Creative Briefing document has two become fodder for creative thinking seem to be in conflict).
or obfuscate the point with extraneous information); expectations around what the creative product
1) As an agency/client tool, to document aligned and -- ideally -- to inspire maximum creative energy by
providingattempt tofocused area and whatto work. message ispurposes, thebe. For these purposes, the too be
will a clearly accomplish in which its key For these expected to briefing document needs
agreed to by Planning and Creative objectives and a single-minded strategic focus, and must be agreed to by
document needs to clearly outline leadership.
Creative Briefing Guide for Clients (Page 1)
client a agency.
Additionally,andCreative Briefing Guide may express in its format an agency or client philosophy
2) As an internal creative tool, to help spark the creative instance, The goals of the internal creative
about how commercial communications should work (for process. Crispin highlights cultural tension in
briefing are:
its briefs, Wendytos point the creative team in questioning the status quo, the paralysis of infinite choice; to
briefs have highlighted a clear direction, eliminating and this document puts emphasis on
provide necessary product or brand information or background that Brand taken ).
two ideas that kb+p holds dear, the power of people and the Attic ofmust beEquity into consideration; to
provide other useful knowledge that may become fodder for creative thinking (but not to overwhelm the team
It is worthwhile to the point with extraneous information); anddocumentto inspire maximum creative energy by
or obfuscate mention what a Creative Briefing -- ideally -- is NOT:
-
-
-
-
providing a product of the process. It is merely part of purposes, the briefing is kindling – it s be
It is not the endclearly focused area in which to work. For thesethe process. A brief document needs too intention
is to agreed to by Planning and Creative leadership.
spark something. The brief itself will never run on the air. Therefore clarity and economy of language
Additionally, a Creative Briefing Guide may express in its format an document, but a philosophy
are more important than eloquence, and the briefing should not just be a agency or clientconversation.
about how commercial communications is not work (for instance, ideas highlights cultural tension in
It is not a legal document. Going off-brief should against the law. If Crispin are generated which accomplish
its briefs, in ways not foreseen by the questioning the status quo, and
the objectivesWendy s briefs have highlightedbrief, the brief may change. this document puts emphasis on
two ideas that kb+p holds dear, the power of people and the Attic of Brand Equity ).
ItItis not the repository for all what a Creativethe topic. document is NOT: brief. Extraneous detail detracts
is worthwhile to mention information on Briefing A brief should be
from clarity.
- It is not the end product of the process. It is merely part of the process. A brief is kindling – it s intention
A merely spark something. The If the brief isnever effective as an internalclarity and tool -- if it does not make
is to external document. brief itself will not run on the air. Therefore creative economy of language
clearare more important than eloquence,spark creative energynot it is be failure, whetherathe client agreed to it or
reductive choices and work to and the briefing should -- just a a document, but conversation.
not. It is not a legal document. Going off-brief is not against the law. If ideas are generated which accomplish
-
-
-
the objectives in ways not foreseen by the brief, the brief may change.
OpenMind!
It is not the repository for all information on the topic. A brief should be brief. Extraneous detail detracts
from clarity.
A merely external document. If the brief is not effective as an internal creative tool -- if it does not make
clear reductive choices and work to spark creative energy -- it is a failure, whether the client agreed to it or
not.
OpenMind!
45. WHATEVER THE FORMAT...
Good briefs:
Pick a lane
Express the decision clearly
Spark creativity rather than dampen it
Are (fairly) brief
Take on board the individual – and social –
aspects of brand connections
Get people moving
OpenMind!
47. why are we advertising/what’s the background?
Body wash sales are eclipsing those for bar soap. And many male brands (including Dial, Irish
Spring, and Nivea) have swooped in to get a piece of the pie. Old Spice’s share in the male
body wash segment is slipping. We need to protect our share in the category. The problem
to solve is how to generate excitement with guys who are not currently Old Spice customers.
what’s the key insight?
60% of men’s body washes are purchased by women.
the people we’re seeking to attract?
Millennials (males and females, 18-34). They are the most diverse (1 in 3 is not white), most
educated, most marketed to, most medicated, and most cared for generation in history.
Nearly half of Millennials were raised by divorced parents, 33% lived with a single parent, and
nearly 75% had working mothers. Millennials have come of age during a time of rapid
technological and social shifts. The advent of smartphones and texting created whole new
paradigms of communication and interaction. More than 95% of Millennials have an account
on at least one social networking site. Characterized as impatient and with a high need for
immediate response, Millennials reflect the shift to real-time information and sharing.
Despite the shifts around them, Millennials exhibit confidence, connectedness, and value a
deep sense of being called to a cause greater than themselves. Today, only half of
Millennials have entered the workforce but they are being highly studied and are certain to
have a dramatic impact in how we define “work, play and pray.” As it relates to this
product, they are vain and fickle with brands. Loyalty is defined by a sense of, “What have
you done for me lately?” They fein differentiation, so any attempt to make them stand out
will be accepted with open arms.
1.
48. what’s the single most compelling idea?
Smelling manly is sexy.
what’s the brand’s personality?
fun - doesn’t attempt to be serious
cool - on trend and part of the “in” crowd
irreverent - non-traditional and liberal
sexy - attractive and desirable
spirited - has flare and moxie
what are the executional mandatories?
tv
social
digital
radio
ooh
2.
49. why are we advertising/what’s the background?
Ragu is losing market share due to an aging customer base. The original customers of the
brand are now older, and their kids have outgrown home cooked meal or moved out of the
house all together. The problem to solve is how to increase sales and change the image of
the brand in the eyes of a new consumer.
what’s the key insight?
Hindsight makes us forget how tough it is to be a kid. It’s tougher today than ever before.
the people we’re seeking to attract?
Mothers (25-35) - She is the designated chief operating officer of the home. Motherhood will
always distinguish most women from men and put them at the center of home and family
life. While that’s not necessarily a bad thing, many mothers, especially working mothers, are
time- crunched and stressed, putting in long hours at work and at home. To reach this
demographic, marketers need not just to communicate that the goods and services they
offer are practical and convenient; they also need to make real moms feel confident and in
charge.
She is looking for solutions that will help her manage the complexities of her life, lessen her
stress and workload, and give her more time to focus on what’s really important. She wants to
be a good mom and COO of the household but also have an identity outside that. And while
she may be embracing her perfectly imperfect self—as a mother and beyond—she wants
brands to catch up. In plainer terms, she wants products and services that provide value to
her and her family—and that give her permission to be imperfect and recognize her identity
outside of being a mom. Perhaps more importantly, they want to be real women, with
interests that include and extend beyond their roles as caretakers, providers and nurturers.
1.
50. what’s the single most compelling idea?
Childhood sucks. Reward your kids with Ragu.
what’s the brand’s personality?
Traditional – caters to everyday living
Safe – never a poor choice
Homely – part of families
Timeless – has been around and is here to stay
what are the executional mandatories?
tv
social
digital
radio
2.
52. why are we advertising/what’s the background?
Dodge is prepared to launch the new Charger. Because Chevy and Ford have both recently
released new model, Camaro and Mustang, respectively, increasing market penetration with
the new model will be difficult. Our problem to solve is how to make an impact in the market,
staying true to the brand but also differentiating ourselves from the competition.
what’s the key insight?
the people we’re seeking to attract?
1.
53. what’s the single most compelling idea?
what’s the brand’s personality?
what are the executional mandatories?
2.