Young Lions Czech Republic 2018 Media category - Team 18

1. KEY INSIGHTS
Agency Creative Director
The only person who is
motivated to be creative.
Business People
Our main interests are
goals of the company.
Slide 1Team 18 Lukáš Krčil, Martin Zdražil – Brain One
The truth is, they have the same
interest. (McK) But don’t know it yet.
All advertisers tell you that they
want to be creative. But their
goals are just sales-oriented.

2. Teach the advertisers to adopt
creative KPIs. And give agencies
the business KPIs.
STRATEGY
Slide 2Team 18 Lukáš Krčil, Martin Zdražil – Brain One
– Get 20 extra shortlists at Cannes Lions in 2019
– Get 3 extra Cannes Lions awards in 2019
– Make creativity part of DNA of 40 Czech companies
– Make 40 Czech cases demonstrating the value of creativity

3. Let’s change our industry. By making
creative director a fundamental
member of the client’s board.
BIG IDEA
Slide 3Team 18 Lukáš Krčil, Martin Zdražil – Brain One
– This change cannot be delivered by communication, but by experience
– 6-month mission. 1 campaign. 1 Lion nomination.
– Other companies with creative competence are already doing it

4. 1. STEP: AGENCIES
Slide 4Team 18 Lukáš Krčil, Martin Zdražil – Brain One
Let's bring creativity
on the board
creativityontheboard.cz
Event party on the
board driven by AKA
Social influence
of top professionals

5. 2. STEP: CLIENTS
Slide 5Team 18 Lukáš Krčil, Martin Zdražil – Brain One
We are ready to invest
in your creativityInvestment
offer for
TOP clients
Open call for all
Czech brands

6. MISSION ACCOMPLISHED
Slide 6Team 18 Lukáš Krčil, Martin Zdražil – Brain One
Experience the value of
creative communication
in 6 months
– Integration of creativity into DNA
– Creating a key campaign together
– Aim for the trophy & financial benefits

7. 3. STEP: MAKE IT A STANDARD
Slide 7Team 18 Lukáš Krčil, Martin Zdražil – Brain One
Scale process by
showing Czech proofs
New product
Creativity on
The Board
Successful stories with
CD and CFO/CEO
Sharing local
results via media

8. CONVERSION FLOW
Slide 8Team 18 Lukáš Krčil, Martin Zdražil – Brain One
Party on the board
Creativity
ontheboard.cz
1. Agencies 2. Clients 3. Make It A Standard
Investment
offer for clients
Open call via
marketing media
Stories with
CD & CFO/CEO
Sharing local
results via media
Change of
the Czech
creative
industry
40 agencies
signed up
120 brands
interested
20 extra nominations
3 extra Cannes Lions
Event party
on the board
New product
in the industry
Social influence
of professionals
Spreading open
call via social

9. TIMING & BUDGET
Slide 9Team 18 Lukáš Krčil, Martin Zdražil – Brain One
1. Party on the board
200 000 CZK
2. Website
Barter
3. Media budget (MaM, Mediář, AdWords, Social)
Barter
From June 2018 Till end of Christmas 2018 Cannes Lions 2019
No more than 200 000 CZK
1. Agencies 2. Clients 3. Make It A Standard

10. WILL IT WORK?
Slide 10Team 18 Lukáš Krčil, Martin Zdražil – Brain One
Daniel, CMO
Robert, CFO
Gabriela, MKT
Libor, CMO
YES, we would
like to try it. No, we are not the
company for this.
YES, we would
like to try it.
We’rea already doing
it and it is cool.
2 out of 4 managers
are ready to try it.