I few home truths about how best to brief and feed back to creatives - from the point of view of someone you could never fire...
Premiered at the Truffle Talent Digital Summit 2015, aboard HMS President.
I'm sorry to say that Slideshare doesn't play animated gifs or animations so it's not the same as seeing me deliver this live.
Slideshare doesn't do notes very well either so I've embedded them in the relevant slides.
I'm nice like that.
This is AND CO's Employee Handbook. We update this book every couple month to reflect our latest updates in learning and beliefs.
A company's product and reputation is a direct outcome of a company's culture. And a strong culture is created by common beliefs, not Ping Pong tables.
The number 1 reason why most people fail at presentations.
More specifically, why they design slides that suck.
It is because they have missed a fundamental element called CONTEXT.
Even decent designed slides can fall into this trap.
This presentation covers the importance of context among a few other tips that will help you in your journey to creating slides that work.
Get
Real
Impact
Learning
Leaps
Learning Metaphors from everywhere
.
A concept of compilation & learning device leverage from
Shravan Shetty
Career Analyst |Executive Coach
Metaphor #1 : Cartoons & Posters
Source :E-mail forwards and
Google.com
IT is my belief that we can use metaphors from cartoons , posters, nature , speeches from TED , movie clippings, panchatantra, sports and ven reality shows to make learning more powerful.
GRILL is a step in that direction...
Please note that all visuals have been collated by me through email forwards and that I have found on google through keyword searches
I claim no credit to the design of them.
Anyone who has claim to it can just email me with the source website or blog of the originals and I will modify this presentation to include it
or just put in a comment in the presentation area of the slide number and the visual and the website source for people to know of your idea behind the visual and the link to it.
THE TAKEAWAY!!!!
Put it up everywhere…
Laugh at it J
Use it to ensure that your people and workplace don’t slip into it..
If this is the scene at your workplace …… Change it…
Because you can be the change…
If you cant change it , its time to move out…
-Shravan Shetty
Career Analyst|Executive Coach|Facilitator
(No matter what the weather , I bring my own sunshine)
e-mail : consultshravan@gmail.com
This is AND CO's Employee Handbook. We update this book every couple month to reflect our latest updates in learning and beliefs.
A company's product and reputation is a direct outcome of a company's culture. And a strong culture is created by common beliefs, not Ping Pong tables.
The number 1 reason why most people fail at presentations.
More specifically, why they design slides that suck.
It is because they have missed a fundamental element called CONTEXT.
Even decent designed slides can fall into this trap.
This presentation covers the importance of context among a few other tips that will help you in your journey to creating slides that work.
Get
Real
Impact
Learning
Leaps
Learning Metaphors from everywhere
.
A concept of compilation & learning device leverage from
Shravan Shetty
Career Analyst |Executive Coach
Metaphor #1 : Cartoons & Posters
Source :E-mail forwards and
Google.com
IT is my belief that we can use metaphors from cartoons , posters, nature , speeches from TED , movie clippings, panchatantra, sports and ven reality shows to make learning more powerful.
GRILL is a step in that direction...
Please note that all visuals have been collated by me through email forwards and that I have found on google through keyword searches
I claim no credit to the design of them.
Anyone who has claim to it can just email me with the source website or blog of the originals and I will modify this presentation to include it
or just put in a comment in the presentation area of the slide number and the visual and the website source for people to know of your idea behind the visual and the link to it.
THE TAKEAWAY!!!!
Put it up everywhere…
Laugh at it J
Use it to ensure that your people and workplace don’t slip into it..
If this is the scene at your workplace …… Change it…
Because you can be the change…
If you cant change it , its time to move out…
-Shravan Shetty
Career Analyst|Executive Coach|Facilitator
(No matter what the weather , I bring my own sunshine)
e-mail : consultshravan@gmail.com
How to get a stranger to agree to somethingAndrew Fogg
Andrew Fogg from http://import.io discusses how to get a stranger to agree to something.
You negotiate every single day and it is the most important thing that you do.
Using scenario-based examples of persuasion and negotiation he covers: getting a meeting, getting a contract, getting an upgrade.
Unlimited earnings potential. Deliver and collect Kleeneze catalogues wherever and whenever you like.
Build your own team for uncapped income. Commission up to 37% plus a unique Car Programme and fully paid International Conferences.
Click here to apply. http://iwanttochangemylifestyle.co.uk/638992
Freight Brokers deal with rejection on 2 different fronts, with carriers and with shippers. Here are some tips for overcoming any anxiety or fears that you have as a freight broker. Relax people!
Close up to 80% Of Your Sales With The Box and Close method With Kenny CannonKenny Cannon
In order to close a deal the prospect must be sold on both Emotion AND logic. The box and close method does this without the prospect even knowing they are being 'sold to.' It is literally impossible for a qualified prospect to say no after this method is used. Created by Kenny Cannon
10 Storytelling Tips for B2B Content MarketersWeAreWizard
Detail and expertise are important but nobody likes listening to a ton of technical gobbledygook. Here are 9 storytelling tips to captivate your audience.
As a writer I constantly look for ways to improve my art and connect better with my reader. I also try to develop ways of engaging with different audiences. So, in the little spare time I have, I write children's stories. Through this I have discovered something; whoever the audience, the key elements of great storytelling remain the same. So here are 10 storytelling tips that you can apply to your B2B content marketing.
Time To Bring Some Marketing To Your PresentationsSlide Studio
How come we spend thousands of dollars in marketing our products and services, but only the minimum amount of time and money in our presentations?
This deck gives you three simple ways of taking the first steps towards more creative and powerful PowerPoint slides.
When it comes to presentations, there's no shortage of avenues when it comes to high resolution images, catchy copy lines and layouts that match the content.
Caveman Recruiting | Social Media WorldDennis Smith
What if you were the first person in the history of the world to "recruit?" What would you do?
Caveman Recruiting provides insight in to mastering the art of the basics, encouraging recruiters to be "extraordinary" in their efforts to recruit top talent.
Special thanks to Krista Bradford (TheGoodSearchllc.com); Harry Joiner (MarketingHeadhunter.com); Scott Ginsberg (HelloMyNameisScott.com), whose material has provided much of the expertise and motivation for this presentation.
Check out this url: http://www.reliablegrowth.com/public/harryjoiner-11.mp3, to hear Harry Joiner's podcast that goes with slide 20
How to be more creative in Direct MarketingDavid Bell
What you will learn is how to take a more creative approach to your direct marketing campaigns.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
ADMA Multi Channel Direct Marketing Session
VIEW FULL-SCREEN OR DOWNLOAD. (Tall format.)
Compiled audience notes from open interviews with 3 founders: Jordan Schilpf at Gift Cannon, Isaac Strang at Shootround and Paul Nel at Coordinate Gear.
Lessons learned about testing business models with physical products, mobile response channels and event-based behaviour.
Every business has customers. Discuss who serves who in the transportation industry. Practice good business etiquette on the phone and online. The customer is KING! When customers rely on Brokerages the most. Become a trusted, respected freight broker in the shipping and carrier community.
At Tidy Contracting we understand how to best bring together your project from concept to completion to get the most out of your dollars. With over 18 years experience in the construction industry, we are known for our steadfast commitments, solid relationships, and industrious work ethic. Tidy Contracting has the skills, techniques, methods and expertise to meet demands in all types of construction project delivery.
The Secrets of Delivering Impacftul Presentations #ImpactfulPrezHavain
Why do some presentations and speeches rock, while some others suck? We set out to find the answer by interviewing the people we have worked and people we think have interesting views to presentations.
Uncover the secrets in this Slideshare.
If you want to discuss presentation creation or design.
Contact: timo@havain.fi / @Timo_Havain (Twitter) / linkedin.com/in/timosorri -
How to get a stranger to agree to somethingAndrew Fogg
Andrew Fogg from http://import.io discusses how to get a stranger to agree to something.
You negotiate every single day and it is the most important thing that you do.
Using scenario-based examples of persuasion and negotiation he covers: getting a meeting, getting a contract, getting an upgrade.
Unlimited earnings potential. Deliver and collect Kleeneze catalogues wherever and whenever you like.
Build your own team for uncapped income. Commission up to 37% plus a unique Car Programme and fully paid International Conferences.
Click here to apply. http://iwanttochangemylifestyle.co.uk/638992
Freight Brokers deal with rejection on 2 different fronts, with carriers and with shippers. Here are some tips for overcoming any anxiety or fears that you have as a freight broker. Relax people!
Close up to 80% Of Your Sales With The Box and Close method With Kenny CannonKenny Cannon
In order to close a deal the prospect must be sold on both Emotion AND logic. The box and close method does this without the prospect even knowing they are being 'sold to.' It is literally impossible for a qualified prospect to say no after this method is used. Created by Kenny Cannon
10 Storytelling Tips for B2B Content MarketersWeAreWizard
Detail and expertise are important but nobody likes listening to a ton of technical gobbledygook. Here are 9 storytelling tips to captivate your audience.
As a writer I constantly look for ways to improve my art and connect better with my reader. I also try to develop ways of engaging with different audiences. So, in the little spare time I have, I write children's stories. Through this I have discovered something; whoever the audience, the key elements of great storytelling remain the same. So here are 10 storytelling tips that you can apply to your B2B content marketing.
Time To Bring Some Marketing To Your PresentationsSlide Studio
How come we spend thousands of dollars in marketing our products and services, but only the minimum amount of time and money in our presentations?
This deck gives you three simple ways of taking the first steps towards more creative and powerful PowerPoint slides.
When it comes to presentations, there's no shortage of avenues when it comes to high resolution images, catchy copy lines and layouts that match the content.
Caveman Recruiting | Social Media WorldDennis Smith
What if you were the first person in the history of the world to "recruit?" What would you do?
Caveman Recruiting provides insight in to mastering the art of the basics, encouraging recruiters to be "extraordinary" in their efforts to recruit top talent.
Special thanks to Krista Bradford (TheGoodSearchllc.com); Harry Joiner (MarketingHeadhunter.com); Scott Ginsberg (HelloMyNameisScott.com), whose material has provided much of the expertise and motivation for this presentation.
Check out this url: http://www.reliablegrowth.com/public/harryjoiner-11.mp3, to hear Harry Joiner's podcast that goes with slide 20
How to be more creative in Direct MarketingDavid Bell
What you will learn is how to take a more creative approach to your direct marketing campaigns.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
ADMA Multi Channel Direct Marketing Session
VIEW FULL-SCREEN OR DOWNLOAD. (Tall format.)
Compiled audience notes from open interviews with 3 founders: Jordan Schilpf at Gift Cannon, Isaac Strang at Shootround and Paul Nel at Coordinate Gear.
Lessons learned about testing business models with physical products, mobile response channels and event-based behaviour.
Every business has customers. Discuss who serves who in the transportation industry. Practice good business etiquette on the phone and online. The customer is KING! When customers rely on Brokerages the most. Become a trusted, respected freight broker in the shipping and carrier community.
At Tidy Contracting we understand how to best bring together your project from concept to completion to get the most out of your dollars. With over 18 years experience in the construction industry, we are known for our steadfast commitments, solid relationships, and industrious work ethic. Tidy Contracting has the skills, techniques, methods and expertise to meet demands in all types of construction project delivery.
The Secrets of Delivering Impacftul Presentations #ImpactfulPrezHavain
Why do some presentations and speeches rock, while some others suck? We set out to find the answer by interviewing the people we have worked and people we think have interesting views to presentations.
Uncover the secrets in this Slideshare.
If you want to discuss presentation creation or design.
Contact: timo@havain.fi / @Timo_Havain (Twitter) / linkedin.com/in/timosorri -
Что нужно для надежного функционирования солнечных электростанций? Безоблачный небосвод и технически совершенные системы РЗиА, АСУ ТП и Учета. На типовых подстанциях автоматизации подвергается единственная – электрическая часть, однако в отношении солнечных электростанций СЭС, дела обстоят иначе.
Café da Manhã Temático Diagma - Omnicanal - 09/03/16
A temática do Omnicanal, que é uma novidade no Brasil já bastante difundida nos Estados Unidos e iniciada na Europa, leva os varejistas que praticam a multicanalidade a trocarem informações e buscarem atualizações sobre como a Supply Chain Omnicanal se organiza no Brasil. Tal assunto reuniu recentemente em São Paulo cinquenta profissionais, vinte e cinco empresas e especialistas no assunto, como: Aurélien Jacomy da DIAGMA no Brasil; Robledo Castro, IT Manager na DPaschoal; Marcos Lima, diretor de Supply Chain da Leroy Merlin Brasil; e Christophe Minarelli, gerente de projetos na Cnova, responsável pela transformação Omnicanal.
Презентация, для практической работы, по теме "физика в нашей жизни".JegorDmitrijev
Here you can search some intresting information about physics in our routine life.
Здесь вы можете найти интересную информацию о физических явлениях, происходящих в нашей жизни.
Экономия времени и средств. Как можно использовать ЭДО - электронный документооборот в своем бизнесе. Производство, финансовые компании, государственные учреждения, холдинги.
Creativity, innovation, & our responsibility to f*ck aboutDavid Burton
Three little words that we've been focusing on over the last couple of years: creativity, innovation & responsibility.
These are my slides from WDC 2012, where I share a few things we've learned and that have worked for us
I've added notes to the slides so they'll make more sense without me mumbling over the top of them
http://2012.webdevconf.com
7.5 Tips for Becoming a Brainstorming GeniusBrightEdge
Katie Fetting's sermon on why what you say is rapidly becoming less important than how you say it. Learn to brainstorm content that's clearer, wittier, and cooler than your competition.
Career Advice for Advertising, Design, Marketing & LifeJulie Kucinski
Those who may have not done (enough) teach.
Gave this presentation to a class at the University of Minnesota and quickly realized I really wrote it for myself! Friends and co-workers liked it so here it goes.
What do you think?
Apologies to the many Flickrites - all the images are theirs and they are fabulous, but I lost the links. If your image is here, please tell me, I'd love to attribute it!! Thanks for reading, look forward to feedback.
Gone are the days of one message fits all. Improve your marketing and sales efforts by crafting powerful, compelling narratives that will effectively connect with your target markets across multiple marketing channels. In a little more than a half a day, you and your business will start the transformation from one that feels 'stuck' to one that clearly can articulate how and why it stands far above the competition.
We'll focus on helping you to build powerful business narratives that will maximize audience appeal and articulate the best you have to offer in tight, targeted ways. We'll explore what it is you're really selling, why you're selling it and most importantly, why you're the one to do it. You'll explore those critical pivot points in your business journey on the Business Story Generator Canvas and we'll work together to start to find your 'secret sauce.'
Agile marketing, or why and how to increase your pace of learningFranky Athill
An illustrated presentation on why and how to increase the pace of learning to meet the exponentially increasing rate of change in the advertising, marketing and PR industries.
Here's a presentation to motivate copywriters, art directors, visualizers, film makers; everyone in the creative profession to keep at it. Some interesting perspectives here. At Ethinos, we were glad we had this session!
This is an older file, which is still being asked for my friends and family. I updated the slides but the information is still the same. Hope it will help. Enjoy.
The advertising interview is not like other job interviews. It's special. It's different.
And often times the importance of it is overlooked, especially by students and juniors.
Over and over again you're told that the only thing that matters is your book so it's not completely surprising that students sometimes neglect the details that would make a good interview great.
The truth is, having a great book is paramount. However, having a good interview will make your work shine that much brighter and a bad interview will have the inverse effect.
The internet is a tad short on resources dedicated to this particular topic though. So even if an eager young creative was savvy enough to look up tips for acing an interview with their dream agency, they would probably come up short. Sure, there are loads of documents out there that'll help you get ready for an interview at a bank. Or an accounting firm. But instances are probably far and few between of Creative Directors asking applicants to list three of their strengths and three of their weaknesses. The advertising interview is a special kind of beast.
Fortunately, some of the brightest in the business agreed to share their tips for acing your next agency interview, beyond just having a great book. So good luck and remember: you've been warned.
Similar to Truffle Talent Digital Summit 2015: Briefing and feeding back to creatives (20)
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
3. All of this work started with a brief and was arrived at through rounds of
feedback. There's no getting around it. It’s an essential part of the process
every time.
4. This is a digital summit, but these principals apply to online and offline.
That most of you are what an agency man would call clients.
I'm going to assume that most of you will have in house creative and some
of you will have external creative departments at your disposal.
5.
6. Imagine I work for you.
But also imagine my mum is your boss.
I am golden. I am unfire-able. I can say what I like.
So speaking for all creatives for 15 minutes - and I don't often - here's what
I would tell you.
8. So first of all, please bear in mind, we are all scared.
9. Scared that we can't crack this one. Despite 20 years of doing this – with varying
results, that fear remains.
Deep down there is a fear that you only have a finite number of ideas left in you.
One day you might stick your hand in the magic bag and come up empty.
10. What’s the wider business problem we’re trying to solve.
What’s wrong with what we have now? What do we need to achieve? And why?
Get buy in. Make everyone a stakeholder.
Let the creatives into your world.
11.
12. Then imagine when we really feel we've cracked it.
And then the client tells us the brief has changed. Everything has changed.
The work is holed below the waterline.
13. How will we feel next time you come to brief us?
Will I feel able to commit to it 100%?
Or is the brief just going to cheat on me again?
15. If you need to be prescriptive, be prescriptive in the briefing.
If it’s not an award-winning opportunity, be honest and say so.
Creatives understand, not every brief leads to that spotlit podium
with Dara O’Briain waiting to shake our hand.
16. Rule out the wrong up front.
Narrowing a brief down doesn’t restrict creatives, it actually helps because
it discounts the number of wrong turns and dead ends we can run into.
All that wasted energy. Wasted ideas we’ll never get back.
17. Examples are a great shorthand in a creative’s first language.
Inspire us with inspiring work.
18. There’s a lot of great work out there. Even more than I’m showing here.
Don't be afraid to give examples of what might be in the right area in terms of tone,
messaging or approach.
Show creatives that you appreciate and understand good work too.
Creatives won't think you're trying to do their job for them - that comes later.
20. You can save a lot of time and heartache if everyone’s on the same page
right from the off.
Have we asked the right questions? Have we asked any questions?
If necessary, get the creatives to repeat their interpretation of the brief
The work will only be as good as the brief.
21. So the creatives scurry away and a few days later we’re all back together
again. What fun!
22. aka the Triangle of Truth.
What is presented to you is a tiny fraction of the work that’s been done on
your brief. And it all started the moment we were born.
You are getting the sharp end. A lifetime of expertise.
The crème de la crème de la crème. De la crème. De la crème.
23. Creatives will always want to do the best they can on your brief.
1. It ensures continued employment. That's a strong motivation. Or the
agency, your account which is essentially the same thing.
2. Every creative’s portfolio has a blank space reserved for our next work of
noble note. “I want my next piece of work to be my best. Until the next piece.”
24. Ask your creatives how they got to these ideas. Go on their journey with them.
Because a creative will have lived that journey from the challenge to the solution
maybe they’ve glossed over something important.
25. Any creative worth their salt can explain even the biggest creative leaps
with a solid logical story from how they got from the brief to the idea.
If they can’t, maybe the idea’s not up to scratch or on brief.
26. Be honest.
Sometimes the most novel, surprising or scary ideas take a while
to get your head round.
27. No one ‘knows’ anything in this business.
There’s no absolute right or wrong. Except Comic Sans.
So there’s no shame is not knowing at that moment. Let’s talk about it and see
if we can find an answer together.
28. As a creative director, I have to make instant creative judgements so I can direct
creative teams and develop the work.
Sometimes it's easy because the work’s amazing or amazingly bad.
But with some ideas, you don’t know how to save them or if they can be saved.
Just be honest and say “I’ll come back to you on that one.”
As creatives, we know exactly how you feel.
29.
30. For everything you don’t like, tell us something you do like.
If you want to keep creatives motivated, blanket-bombing all their ideas
is not the way to go.
Is there merit is an idea or layout that’s nearly all wrong?
Is it your fault it’s wrong?
Was it something you could have made clear in the brief?
31. This is an exchange between Mozart and the Emperor from the film ‘Amadeus’.
32.
33. We don’t just need the WHAT, we need the WHY.
It can be really hard for creatives when we return to our desks/breakout
spaces/artisan coffee shops/Caffe Neros at House of Fraser to get a handle on
what needs to change. Where do we go from here?
Let’s get it clear. What stays, what goes, what changes and why?
34. Never mind what you think. What do we think? Ask us which idea we like and why.
You employ creatives for a reason - their expertise. Make the most of that resource.
We do this for a living, you know.