Stuart Wilson gyro: presentation June 2019

QUICK INTRO
Who you are and your background

MY EDUCATION
Just enough to perform

MY HIGHER EDUCATION
What I’ve learned

MYVALUES
Multi-talented
Self expression
Fun
Play
Imagination
Creative
Idealist
Positive
Open
Democratic
Peace keeper
Caring / Love
Friendly
Social
Family man
Loyal
People person
Generosity
Collaborator
Compassionate
Morals
Principled
Ethical / Decider
Controlled
Core values & beliefs
Big hearted
Passionate
Rich abundant life
Brave
Coach
Mentor
Teaches
Encourages
Gives back
Talks / Conversation
Visionary
Unconventional
Philosophical
Psychologist
Intelligence
Strategic thinker
Wisdom
Spiritual
Intuitive nature
Educator
Dreamer
Thinker
Integrity
Altruist

STRENGTHS
Strategic,
conceptual,
methodical,
collaborative
but above all… truly integrated.

WEIGHTOFSKILLS&EXPERTISE
Mobile
MarketingViral Marketing
Presenting
Integrated
/ Digital Marketing
Social Media
Marketing
Copywriting
Art DirectionConcept Development
Brand Development
Creative
/ Digital Strategy
Creative Direction
Online
Advertising
Digital Media
Email Marketing
User Experience
UX/UI
Direct
Marketing
Experience
Design
User
Interface
Design
Digital
Design
Graphic
Information
Design

DISTRIBUTIONOFCAPABILITY
CORE
COMPETENCIES
HOW WOULD I
DESCRIBE MYSELF?
Rolls sleeves up
Results driven Passionate & energetic
Creative
range
Naturally proactive
Collaborative
Results driven Social media
Strategy
Creative management
Conceptual
Development
/ Production

I’M A PROBLEM SOLVER
It is that simple

WHY ARE YOU INTERESTED
in this role?

CREATIVITY CAN SAVE THE WORLD
B2B, especially, solves the really important issues

PRESENT ONE PIECE OF WORK
that defines you as a creative

#MYFUTURESELF
How to tell a Beat Predictability story

ZAKCREATIVETEAM-Feb2016
Stuart WilsonAndy Hawkings
George Leaney
Ross Cockrill
Gareth Carter
Hannah Calverly
Louise Ormerod
Creative Director
Senior Copywriter
Copywriter
Designer
Junior Designer
Associate Creative Director
Head of Art
Clients
New Balance Global
New Balance Football
New Balance Lifestyle
BBC Get Reading
Designer
Motion Graphics / Video Designer
Mihaela MusatDan Raymond
Matt Mead

HOW TO STRUCTURE/RUN
a modern day (B2B) creative department

TWODOMAINSOFCREATIVESTRATEGY
(Psychological, Emotional Response)
(Appeal, Selling)
- Drive perception
- Drive cognition
- Touch emotions
- Persuade
(Awareness, Interest)
(Learn, Educate)
Hearts Minds

TWODISCIPLINESOFINTEGRATION
(Messaging)
Product strategy 
User experience
Communication strategy
Story telling
(Utility)
Hearts Minds

TWOPOLARSOFINTEGRATION
Hearts Minds
Deployment
Traditional Monologue Digital Dialogue
Evaluation
Artwork
Production
Art & Copy
Asset Acquisition
Pre Production
Concept
Planning
Build
Prototype
Design
Ideation
Concept
Analyse
Discovery
PUSH MARKETING PULL MARKETING

CROSSFUNCTIONINTEGRATION
Salesfolk
Hustlers
Mavens
Hipsters
Connectors
Hackers
THREE ‘PERSON’ TEAM

CROSSFUNCTIONINTEGRATION
Innovation
Art Copy
CAMPAIGN TEAM
Innovation
Brand UX
PRODUCT TEAM

Product
Campaign
Head of CopyHead of DesignHead of UX
Senior UX/UI
Creative Director
Middleweight UX/UI
Junior/Intern UX/UI Junior/Intern Video/Animation
Senior Copywriter
Middleweight Copywriter
Senior Videographer
Middleweight Videographer
Junior/Intern Creative
Head of Art
Senior Art Director
Team 1
Team 2
Team 4
Team 3
Middleweight Art Director
Junior/Intern Creative
Senior Designer Senior Designer
Middleweight
Designer
Middleweight
Designer
Junior/Intern
Designer
Junior/Intern
Designer
Head of Video
gyro:B2BCreativeDepartmentorgchart

MY LEADERSHIP STYLE
How we all win

“All human relationships  
follow the same formula:  
rapport equals trust plus comfort.”
~Stuart Wilson
1 2 3

LEADERSHIP

THECOURAGETOCARE
Projects that are about a labour of
love, by their nature, distinguish
themselves from the mediocre.  
Outstanding work wins awards.
Be brave. Give a shit. ABCD = Above and beyond the call of duty.

THEBRIEF
The most important piece of paper in the building.
The Creative Brief, The Product Brief and The Amends/Task Brief.  
I believe a good brief is a springboard for the creative idea.
A good brief is also a treasure map.

The brilliant brief
a) The Creative Brief b) The Product Brief c) The Amends/Task Brief
The most important piece of paper in the company
Creative Brief
Page 1/2
1. What's the challenge & opportunity?
2. Who are we talking to and what matters to them?
3. What do we want the person to think & feel?
4. Why should they believe it?
5. Mood/tone/behaviour
6. What is the single most important thing we want to communicate?
7. Where will we look to engage them?
8. What does success look like? (KPI's)
9. How do we bring this to life?
(What are the Brilliant Basics? What are the Wow Moments?)
Continued overleaf
Client:
Project:
Date:
Client contact:
Somo contact:
Version:
Task Brief
Page 1/1
Client Feedback
Internal Feedback
When is this required by?
Client:
Project:
Date:
Client contact:
Somo contact:
Version:
Product Brief
Page 1/2
1. Background
2. Objectives
3. Requirements
4. Target Audience
5. Stakeholders
6. Technical Considerations
7. Creative Considerations
8. Dependencies
9. Other notes
Any other details not covered above that are relevant to our response.
Continued overleaf
Budget Key Dates
Client:
Project:
Date:
Client contact:
Somo contact:
Version:

THECREATIVESPRINT
Mon Tue Wed Thu Fri
9:30am
briefing
4:30pm
Catch up
4:30pm
Catch up
5:00pm
Catch up
14 hrs
1st W.I.P.
14.5 hrs
2nd W.I.P.
7.5 hrs
Final
Interim
Timelines & Milestones
Typical creative sprint:
- Create something
- Share your ideas liberally
- Discuss
- Critique
- Refine

CONCEPT(SVT)

DEVELOPMENT(SVT)

EXECUTION(SVT)

SCALEOFSTANDARDS
Multimediocrity, Competence & Excellence
33%
66%
110%

CREATIVECULTURE
33%
66%
110%
Mediocre
Competent
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?
Award
winningKnowing great work- 'why it won'

“The joy of leadership comes from
seeing others achieve more than they
were capable of.”
~Simon Sinek

Do interesting things
and interesting things will happen to you

Training
Other things to raise morale, culture and excellence

Suggestion Box

External speakers /
Knowledge sessions

Show and Tell

Internal Awards

Field trips

Extra curricular skills sessions
(Soho Theatre + Video)

Summits / Spring, Summer,
Autumn parties and socials

Proactive lunches (Connected
to New Business)

Hack Days

New business drives /
Agency competitions

Self promotion marketing /
Recruitment / New Business

SIXMONTHTRANSFORMATIONINCULTURE

I’m A PROCESS NERD
Good process = great results
Finally…

THECREATIVEPROCESS
The Seven Stages of Award Winning Process
Clarify Problem & Purpose
Discovery & Ideation
Asset Generation
Design & Build
Delivery
Final Asset Implementation
Evaluate & Verify
1
2
3
4
5
6
7

Phase 1 - Clarify Problem & Purpose
A) BRIEFING
• Client Brief / RFP
• Kick-off Meeting = LC LS AM PD PM
1
2
3
4
5
6
7
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
Phase 2 - Discovery & Ideation
B) CONCEPTS & SCOPING
• Write: 1) Somo Brief 2) Statement of Work
• Communications planning
• Innovation planning IEX / Hack / Lab
• Experience Planning
• Data & Media Planning
• Develop Creative Concepts & UX Approach
• Creative Review = LC LS AM PD PM
• WIP Meeting = LC LT AM PD PM
• Refine: 1) Creative Concepts & Prototyping 2)
Finalise Statement of Work
• Client Review
• Concept & Approach Sign Off
Phase 3 - Asset Generation
C) PRE-PRODUCTION
• Pre-Production Meeting = LC LT LS AM PD PM RM
• Asset Acquisition / 3rd Party Art Buying
• Data & Media Confirmation
• Technical Planning
• Engage External Partners
Phase 4 - Design & Build
D) CREATIVE PRE-PRODUCTION
• Creative Pre-Production Meeting = LC LT LS AM PD PM
• Visual Design Development = LC LS UX DP
• Copy/Messaging Development = LC LS
• UX/UI/IA Development & Specifications = LC LT LS UX
Phase 5 - Delivery 
E) PRODUCTION
• Production Briefing = LC LT LS AM PD PM RM
• Artwork Production = LC LS PM RM
• Back-end/Front-end/Testing = LC LT LS AM PD PM
• Artwork Sign Off
• QA Sign Off = QA
• UAT Sign Off = LT QA AM PD PM
Phase 6 - Final Asset Implemention
F) EXTERNAL PRODUCTION INTEGRATION & DEPLOYMENT
• Creative Proofs / Final Edits = LC AM PD PM
• Print, Video or External Production = LC PM
• Data = LC AM PD PM
• Final Tech Sign Off = LT QA
GO LIVE DATE
Phase 7 - Evaluate & Verify 
G) POST LAUNCH
• Post Project Review ‘Wash-up’ = LC LS LT AM PD PM
• Evaluation & Results
• Maintenance

Stuart Wilson gyro: presentation June 2019

Stuart Wilson gyro: presentation June 2019

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Stuart Wilson gyro: presentation June 2019