The document summarizes a lecture on managing creative work and processes. It discusses the role of an account executive at an advertising agency, including responsibilities like managing client relationships and creative briefs. It provides an example of a successful brand relaunch for Caribou Coffee and highlights the growth it achieved. Finally, it briefly touches on trends in social media and digital spaces, and recommends several websites for staying informed on creative and advertising topics.

1. M A N A G I N G C R E AT I V E
RASMUSSEN’S COLLEGE DESIGN LECTURE SERIES
A U G U S T 11 , 2 0 11

3. AGENDA
Who I Am
Where I Work :: Colle+McVoy
What I Do :: The Role of an Account Executive
The Creative Brief and Process
Social Media and the Digital Space
What’s Next
Discussion

4. WHO I AM

8. WHERE I WORK :: COLLE + MCVOY

14. CLIENTS
DIGITAL AOR

15. CLIENT FOOTPRINT

16. AGENCY CAPABILITIES (170 PEOPLE, ALL IN-HOUSE)
• Primary Research (Qualitative • Customer Segmentation/
and Quantitative methods) Targeting
STRATEGY • Secondary Research (Forrester, • Brand
Simmons, PSFK, eMarketer, etc.) • Interactive/Social Media/Mobile
• Consumer Insights • Marketing Innovation
VERTISING • Print • Nontraditional
AD ADVERTISING • Radio • OOH
• Broadcast • Retail (POP/POS)
DE
• Brand Identity • Package Design
PR
DESIGN • Brand Visual design standards • Corporate Communications
SIGN
• Logo creation/evolution • Collateral
STRATEGY
• Website Design (IA, site-maps, • Mobile Design and Development
content strategy, page design)
INTERACTIVE • Design and execution of social
• Website Development (coding, media strategies
integration, DBA, commerce,
VE
deployment, support) • Web Analytics
ED
TI
M
IA R AC • Creative Tactics • Connection Planning
I NTE MEDIA • Media Planning • SEO/SEM
• Negotiation/Buying • Audit/Analytics
• Media Relations • Influencer Strategy
PUBLIC RELATIONS • Earned Media • Media Training
• Blogger Outreach • Social Media
• Crisis Management

17. W H AT I D O : : T H E R O L E O F A N
ACCOUNT EXECUTIVE

19. 6

25. “Advertising is a craft executed by
people who aspire to be artists, but
is assessed by people who aspire to
be scientists. I cannot image any
human relationship more perfectly
designed to produce total mayhem.”
- John Ward

26. ACCOUNT RESPONSIBILITIES
+ Serve as the primary contact for communications between agency and clients
• Contact reports
• Change orders
• Status reports
• Presentations/decks
+ Drive the process of creating brand and marketing communication strategies
• Creative briefs
+ Manage internal integrated teams from project inception to completion
+ Partner with creative producers to develop project estimates and timelines
+ Track agency hours against approved budgets to ensure profitability
26

27. W H AT M A K E S A G O O D A C C O U N T P E R S O N
+ Better to have it and not need it, than need it and not have it
+ Support what you say
+ Start on time. End on time.
+ Have an agenda and stick to it
+ Always follow up
+ You cannot lead a team from your desk
+ Make no commitment without consultation
+ No surprises about money or time
27

28. T H E C R E AT I V E B R I E F A N D P R O C E S S

30. C R E AT I V E B R I E F C O N T E N T
+ What is the reason for this assignment?
+ Who are we talking to? What is their key mindset or tension?
+ What future could this brand own?
+ What fact(s) will back us up?
+ What are the key personality traits?
+ How will success be measured?
+ What are the mandatories?
30

35. C R E AT I V E B R I E F C O N T E N T
+ What is the reason for this assignment?
+ Who are we talking to? What is their key mindset or tension?
+ What future could this brand own?
+ What fact(s) will back us up?
+ What are the key personality traits?
+ How will success be measured?
+ What are the mandatories?
35

36. CARIBOU CASE STUDY

37. FIVE CONSECUTIVE YARS OF GROWTH

38. T H E S I T U AT I O N ( 2 0 0 9 )
+ Recession
+ Caribou was experiencing a three-year sales decline
+ Starbucks was outspending Caribou 95 to 1
+ McDonald’s introduced McCafe behind a $100 MM campaign
38

39. “GO TO THE MOVIES TWO TIMES A MONTH
INSTEAD OF THREE. GET YOUR HAIR CUT
EVERY SIX WEEKS RATHER THAN FIVE.
AND CUT OUT TWO GOURMET COFFEES A
WEEK.” -SUZE ORMAN, 2009

41. C A R I B O U B R A N D R E L A U N C H R E S U LT S
(MARCH 2010)
+ Second quarter profit of $2.5 million, versus $1.3 million from the year before
+ $68.9 million in sales, up form $63.0 million a year before
+ 30 million media impressions within one month of the relaunch
+ 500% increase in Facebook fans
+ Over 1 million Twitter impression during the relaunch
+ In Minneapolis (Caribou’s most heavily supported market), Starbuck’s market share
dropped 4% during the relaunch
41

42. S O C I A L M E D I A A N D T H E D I G I TA L S PA C E

43. Facebook has 700 million users and Google handles over
11 billion queries per month. Worldwide, there are over 5
billion mobile subscribers (9 out of 10 in the U.S.) and
every two days there is more information created than
between the dawn of civilization and 2003.
TopRank

45. Social media accounts for one out
of every six minutes spent online
Journalism.co.uk

46. Social media advertising spending
will increase from 2.1 billion in 2010
to $8.3 billion by 2015.
Direct Marketing News

50. Y E A R B O O K Y O U R S E L F R E S U LT S
+ 27 million visits over two back-to-school seasons
+ Users spent an average of 12+ minutes on the site
+ 48% of the visitors to the site clicked through to the Taubman mall websites
+ Referenced on over 50,000 website and blogs, including Tech Crunch, ESPN, MSN
Money, USA Today and VH1’s Best Week Ever
+ The app was listed in the “Staff Favorites” and in the “Top Paid Apps” on the iTunes
home page for several weeks
+ Ev, the founder of Twitter, posted his Yearbook Yourself photo
50

51. W H AT ’ S N E X T . . .

57. CHECK THESE SITES OUT
Mashable.com Psfk.com Likecool.com
Swiss-miss.com Onclub.org/#pane=awards Adsoftheworld.com
Coolhunting.com Ffffound.com Creativity-online.com
Frederiksamuel.com/blog Notcot.org Thefwa.com
Adweek.com/adfreak Woostercollective.com
57

58. DISCUSSION

59. THANKS