The document outlines the functions, engagement processes, and creative delivery methods of the Somo Creative Department, emphasizing the importance of collaboration and high creative standards. It details the stages of the creative process, from strategy to final implementation, and introduces the essential elements of an effective brief. The document underscores the distinction between 'good' and 'great' work, encouraging a culture of excellence in creativity.

2. 1) What does the Somo Creative Department do?
(Strategy, approach & output)
!
2) How to engage with the Creative Department.
(Deployment process & Creative Sprints)
!
3) How the Creative Department delivers work.
(Process & teams)
!
4) Knowing ‘great’ work against ‘good’ work.
(Attitudes, values & standards)
!
5) Tools to get started.
(New briefing template)
Get the idea. Make it work.
© Copyright and Confidential September 2014
Agenda

3. What does the Somo Creative Department do?
Get the idea. Make it work.
© Copyright and Confidential September 2014

4. (Psychological, Emotional Response)
(Appeal, Selling)
Get the idea. Make it work.
© Copyright and Confidential September 2014
- Drive perception
- Drive Cognition
- Touch Emotions
- Persuade
(Awareness, Interest)
(Learn, Educate)
Hearts Minds
Facets of Creative Strategy

5. Creativity involves two processes
Thinking, then Crafting.
Get the idea. Make it work.
© Copyright and Confidential September 2014
(Get the idea. Make it work.)

6. Get the idea. Make it work.
© Copyright and Confidential September 2014
Get the idea.
Make it work.

7. Get the idea. Make it work.
© Copyright and Confidential September 2014
Make it work.Get the idea.

8. Storytelling. Craft. Technology.
Get the idea. Make it work.
© Copyright and Confidential September 2014
Our domains

9. Our remit…
There are two areas of creative function;
1) Providing Inspiration and 2) Taking Direction
Get the idea. Make it work.
© Copyright and Confidential September 2014
We create vision for you We realise your vision
We provide inspiration We take direction
and
and

10. Vision </creates> Impact
Vision is the art of seeing things invisible.
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© Copyright and Confidential September 2014

11. How to engage with the Creative Department
Get the idea. Make it work.
© Copyright and Confidential September 2014

12. Get the idea. Make it work.
© Copyright and Confidential September 2014
Scoping meetings - Invite the creatives!

13. The creative team
What creatives need to start work:
The What? By When? & How much?
AM’s & PD’s must supply three things to start work:
a) A signed off brief
b) A timing plan
c) A detailed budget
Get the idea. Make it work.
© Copyright and Confidential September 2014

14. The creative sprint
Timelines & Milestones
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Typical creative sprint:
- Create something
- Share your ideas liberally
- Discuss
- Critique
- Refine

15. How we give you what you want
Get the idea. Make it work.
© Copyright and Confidential September 2014

16. The creative process
1) Strategy 2) Creative 3) Production
Get the idea. Make it work.
© Copyright and Confidential September 2014

17. The creative process
The Seven Stages of Award Winning Process
Clarify Problem & Purpose
Discovery & Ideation
Asset Generation
Design & Build
Delivery
Final Asset Implementation
Evaluate & Verify
Get the idea. Make it work.
© Copyright and Confidential September 2014
1
2
3
4
5
6
7

18. KEY (alphabetical)
AM = Account Manager
DP = Design Production
DEV = Developer
LC = Lead Creative
LS = Lead Strategist
LT = Lead Technical
IM = Innovation Manager
PD - Product Manager
PM - Project Manager
QA = Quality Assurance Technician
RM = Resource Manager
UX = User Experience

19. The creative team
Get the idea. Make it work.
© Copyright and Confidential September 2014
It takes a team to build an experience.
Three person team
Mavens Connectors
Salesfolk
Hipsters Hackers
Hustlers

20. Get the idea. Make it work.
© Copyright and Confidential September 2014
The creative team

21. Get the idea. Make it work.
© Copyright and Confidential September 2014
The creative team

22. Knowing ‘great’ work against ‘good’ work
Get the idea. Make it work.
© Copyright and Confidential September 2014

23. Projects that are about a labour of love,
by their nature, distinguish themselves
from the mediocre.
Outstanding work wins awards.
The courage to care
Get the idea. Make it work.
© Copyright and Confidential September 2014
Be brave

24. Our new standards scale:
Multimediocrity, Competence & Excellence
Get the idea. Make it work.
© Copyright and Confidential September 2014
33% 66% 110%

25. 1. Is it fresh and original?
2. Is it fun?
3. Is it simple?
4. Does it accomplish something good for the client?
5. Does it communicate?
6. Does it break through the clutter...does it have stopping power?
7. Is it beautiful?
8. Is it smart?
9. Is it entertaining?
10. Is it relevant?
11. Is it bigger than the brand?
12. Can you explain why this a great ad?
13. Does it make the consumers care about the brand?
14. Will it stand the test of time?
15. Would you put your name on this piece of work?
Creative culture Knowing great work- 'why it won'
Get the idea. Make it work.
© Copyright and Confidential September 2014
33%
66%
110%
Mediocre
Competent
Award
winning

26. Tools to get started
Get the idea. Make it work.
© Copyright and Confidential September 2014

27. The most important piece of paper in the building.
The Creative Brief, The Product Brief and The Amends/Task Brief.
We believe a good brief is a springboard for the creative idea.
Get the idea. Make it work.
© Copyright and Confidential September 2014
The brilliant brief
A good brief is also a treasure map.

28. The brilliant brief
a) The Creative Brief b) The Product Brief c) The Amends/Task Brief
Get the idea. Make it work.
© Copyright and Confidential September 2014

29. You know what the Somo Creative Department does.
(Strategy, approach & output)
!
You know how to engage with the Creative Department.
(Deployment process & Creative Sprints)
!
You know how the Creative Department delivers award winning work.
(Process & teams)
!
You now know the difference between ‘good’ work and ‘great’ work.
(Attitudes, values & standards)
!
You know how important the brief is in creating award winning work.
(New briefing template)
Get the idea. Make it work.
© Copyright and Confidential September 2014
To recap…

30. Get the idea. Make it work.
© Copyright and Confidential September 2014

31. Partner with us
Collaborations are born out of experiencing a complementary talent of
another individual - the very way that partnerships are formed.
Anyone who has ever succeeded did so with the help of someone else.
Achieving brilliant things is collaborative and always will be.
Q&A