The Creative Courtship

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A presentation given to Google about improving its collaborative efforts with advertising agency Creative Departments.

Technology

THE CREATIVE COURTSHIP
Improving collaboration with agency Creatives

June 28, 2010

ABOUT US
Who we are
Rebecca Silver, Art Director, MRM Worldwide
Eric Schlakman, Copywriter, Tribal DDB

How our agencies link with traditional counterparts
• Digital arm
• Operate autonomously
• Share certain clients
• Each digital agency has different relationship with offline partners

OBJECTIVE
To improve Google’s relationship with advertising Creatives

Agenda
• How agencies work
• How Google can help
• What Creatives have
• What Creatives want
• Raucous applause

THE CREATIVE PROCESS
1. Get briefed.

2. Brainstorm ideas.

3. Develop breakthrough concepts.

4. Present internally.

5. Sell to clients.

THE CREATIVE PROCESS + GOOGLE
First-to-market is important in digital.

Google is the pulse of that.

Google can provide Creatives the tools
to create forward-thinking work.

Dont rely on Media to bring Creatives these things.

INTERNAL WORKFLOW
ACCOUNT PROJECT STRATEGIC CREATIVE
MANAGMENT MANAGMENT PLANNING DEPARTMENT

• Media is not always structured into the process.

HOW WE PRESENT TO CLIENT
ACCOUNT PROJECT STRATEGIC CREATIVE
MANAGMENT MANAGMENT PLANNING DEPARTMENT

• Presentations are typically led by
Account Management and Creative

CREATIVES INFLUENCE MEDIA BUYS
We want you to influence us

• ie. Monopoly City Streets

Sites we visit
• adsoftheworld.com, bannerblog.com.au, creativity-online.com, psfk.com,
adverblog.com, ffffound.com, hypebeast.com, adrants.com, gizmodo.com

Relationships with vendors
• Production houses
• Ad media servers

CREATIVES WANT YOU.
You are sexy.

But sexy can be intimidating.

STAY FRIENDS WITH CREATIVES
Google Labs

Creative showcases
• www.goollery.org
• www.doubleclick.com/insight/gallery/index.html

Free stuff
• Layered Android PSDs
• Sponsored Events
• www.google.com/agencytoolkit

SUMMARY
Creatives want you.

Creatives want your help.

Creatives want you to applaud after their presentations.

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The Creative Courtship

1. THE CREATIVE COURTSHIP Improving collaboration with agency Creatives June 28, 2010

2. ABOUT US Who we are Rebecca Silver, Art Director, MRM Worldwide Eric Schlakman, Copywriter, Tribal DDB How our agencies link with traditional counterparts • Digital arm • Operate autonomously • Share certain clients • Each digital agency has different relationship with offline partners

3. OBJECTIVE To improve Google’s relationship with advertising Creatives Agenda • How agencies work • How Google can help • What Creatives have • What Creatives want • Raucous applause

4. HOW ADVERTISING AGENCIES WORK

5. THE CREATIVE PROCESS 1. Get briefed. 2. Brainstorm ideas. 3. Develop breakthrough concepts. 4. Present internally. 5. Sell to clients.

6. THE CREATIVE PROCESS + GOOGLE First-to-market is important in digital. Google is the pulse of that. Google can provide Creatives the tools to create forward-thinking work. Dont rely on Media to bring Creatives these things.

7. INTERNAL WORKFLOW ACCOUNT PROJECT STRATEGIC CREATIVE MANAGMENT MANAGMENT PLANNING DEPARTMENT • Media is not always structured into the process.

8. HOW WE PRESENT TO CLIENT ACCOUNT PROJECT STRATEGIC CREATIVE MANAGMENT MANAGMENT PLANNING DEPARTMENT • Presentations are typically led by Account Management and Creative

9. CREATIVES INFLUENCE MEDIA BUYS We want you to influence us • ie. Monopoly City Streets

10. WHAT CREATIVES HAVE

11. Sites we visit • adsoftheworld.com, bannerblog.com.au, creativity-online.com, psfk.com, adverblog.com, ffffound.com, hypebeast.com, adrants.com, gizmodo.com Relationships with vendors • Production houses • Ad media servers

12. WHAT CREATIVES WANT

13. CREATIVES WANT YOU. You are sexy. But sexy can be intimidating.

14. HOW CAN GOOGLE BE MORE APPROACHABLE?

15. STAY FRIENDS WITH CREATIVES Google Labs Creative showcases • www.goollery.org • www.doubleclick.com/insight/gallery/index.html Free stuff • Layered Android PSDs • Sponsored Events • www.google.com/agencytoolkit

16. SUMMARY Creatives want you. Creatives want your help. Creatives want you to applaud after their presentations.

The Creative Courtship

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