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Mustard #Engage2016 workshop: Personas for a digital team
- 2. Content is King Kong. Let’s train the monkey.
- 3. Mustard is a motion picture and digital content agency. Delivering a full service of strategy, creativity, production and publishing. Theshowmustgoonline WHO ARE WE
- 4. MUSTARD The growth of content marketing confirms the shift towards digital. The numbers are hard to ignore. In 2016 the expected change in B2C content creation will continue to increase significantly. (77% of brands asked said they would spend more on content in 2016). contentmarketinginstitute.com Ihaveamustardseed andI’mnotafraidtouse it
- 5. MUSTARD We believe that content has a complete life cycle and every aspect of this life cycle needs to be treated with consideration. For whom and how is it made, published and consumed. Ihaveamustardseed andI’mnotafraidtouse it
- 6. MUSTARD Great content can create bonds, build brands, reduce costs and earn media exposure. It’s not rocket science – if you add some Mustard. Ihaveamustardseed andI’mnotafraidtouse it
- 7. MUSTARD Account / Production / Creative / Publishing Ihaveamustardseed andI’mnotafraidtouse it SeniorManagement ExecProducer Producers Directors Editors Cameraoperators Soundproduction CreativeDirector Copywriters Art Directors Designers Musicians Artists Editorin Chief Journalists Photographers Web development SocialMediaTeam Datastory tellers /Analytics Mediaspend ClientServicesDirector Clientservicesmanager Accountmanagers ProjectManagers Officemanagers Mustardisaseniorlevelagency,ourcorestaff areallexperiencedseniorsintheir respecteddisciplines.
- 8. Creating a digital team
- 9. MUSTARD AlešFiala Strategic mastermind and industry veteran. Aleš is a veteran of Czech advertising - working on countless award winning campaigns for countless numbers of agencies. Aleš is the lead strategist here at Mustard. As the father of the agency, we look to him for elder experience that only a wiseman can give. Since the birth of modern Czech advertising fresh after the ’89 revolution, Aleš has seen it all. I welcome him to take the floor to explore a different look at the personas and personalities that make a winning team.
- 10. MUSTARD Personasforawinningteam You may require people you may not have considered before. • the nanny • the daydreamer • the ignorant • the bookworm • the spoilt brat
- 11. MUSTARD Personasforawinningteam You may require people you may not have considered before. nanny • progressivestuff isscary. • it’snew,it’sstrange,it’sbig. • thereisan urgentneedfor someonetocooldownfears and anxiety.
- 12. MUSTARD Personasforawinningteam You may require people you may not have considered before. daydreamer • thereisgenerallynoneed for new or differentstuff. • weneverreallyneededfire, wheel oralightbulb. • and withoutguyswhoask “what-if”we would never havethem.
- 13. MUSTARD Personasforawinningteam You may require people you may not have considered before. ignorant • multi-goal briefs.worries. strangehabits.legal department. • suretokillanycreativity. • ignorethem alltofreeyour brain
- 14. MUSTARD Personasforawinningteam You may require people you may not have considered before. bookworm • lookingfor informationwhenyou needitisusuallytoolate. • youdon’tneedtoknow everything butyouneedsomeone who does. • available informationmakes the difference betweenknowingand guessingwhattodo.
- 15. MUSTARD Personasforawinningteam You may require people you may not have considered before. spoilt brat • peoplealwaysneedtofinishand move toanotherproject. • dissatisfactionisthekeyfactorto perfection. • “goodenough” arethetwo words youmustneveruse,whenyouare afterquality.
- 16. thank you
- 18. contact information Vinohradská 22 Praha 2, 120 00 ADDRESSPERSON Lenka Palová +420 773 642 322 lenka@mustard.cz CONTACT www.mustard.cz WEBSITE