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Stuart Wilson - My approach to building and maintaining an effective creative department


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A short presentation on how to build and maintain an effective creative department.

Published in: Marketing
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Stuart Wilson - My approach to building and maintaining an effective creative department

  1. 1. 1) What does the Creative Department do?
 (Strategy, approach & output) 2) How to engage with the Creative Department. (Deployment process & Creative Sprints) 3) How the Creative Department delivers work. (Process & teams) 4) Knowing ‘great’ work against ‘good’ work. (Attitudes, values & standards) 5) Tools to get started. (New briefing template) Agenda © Copyright S J Wilson
  2. 2. What does the Creative Department do? © Copyright S J Wilson
  3. 3. (Psychological, Emotional Response) (Appeal, Selling) - Drive perception - Drive Cognition - Touch Emotions
 - Persuade (Awareness, Interest) (Learn, Educate) Hearts Minds Facets of Creative Strategy © Copyright S J Wilson
  4. 4. Creativity involves two processes Thinking, then Crafting. (Get the idea. Make it work.) © Copyright S J Wilson
  5. 5. Make it work.Get the idea. © Copyright S J Wilson
  6. 6. Storytelling. Craft. Technology. Our domains © Copyright S J Wilson
  7. 7. Our remit 1) Providing Inspiration & 2) Taking Direction + © Copyright S J Wilson There are two areas of creative function; We create vision for you We provide inspiration We realise your vision We take direction+
  8. 8. Vision </creates> Impact Vision is the art of seeing things invisible. © Copyright S J Wilson
  9. 9. How to engage with the Creative Department © Copyright S J Wilson
  10. 10. Scoping meetings - Invite the creatives! © Copyright S J Wilson
  11. 11. The creative team What creatives need to start work: The What? By When? & How? much? AM’s & PD’s must supply three things to start work: a) A signed off brief b) A timing plan c) A detailed budget © Copyright S J Wilson
  12. 12. Timelines & Milestones Typical creative sprint: - Create something - Share your ideas liberally - Discuss - Critique - Refine © Copyright S J Wilson Mon Tue 14 hrs 14.5 hrs 7.5 hrs 1st W.I.P. Interim 9:30am briefing 4:30pm Catch up 4:30pm Catch up 5:00pm Catch up 2nd W.I.P. Interim Final Interim Wed Thu Fri
  13. 13. How we give you what you want © Copyright S J Wilson
  14. 14. The creative process 1) Strategy 2) Creative 3) Production © Copyright S J Wilson
  15. 15. 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 © Copyright S J Wilson
  16. 16. 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 1 - Clarify Problem & Purpose A) BRIEFING • Client Brief / RFP • Kick-off Meeting = LC LS AM PD PM 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 Phase 2 - Discovery & Ideation B) CONCEPTS & SCOPING • Write: 1) 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 6 5 41 2 3 7
  17. 17. It takes a team to build an experience. Minimum three person team © Copyright S J Wilson Mavens Hipsters Connectors Hackers Salesfolk Hustlers
  18. 18. © Copyright S J Wilson 3 Person ‘Campaign’
 Creative Team 3 Person ‘Product’
 Creative Team Art Copy Innovation Brand UX Innovation
  19. 19. Knowing ‘great’ work against ‘good’ work © Copyright S J Wilson
  20. 20. Projects that are about a labour of love, 
 by their nature, distinguish themselves 
 from the mediocre. The courage to care © Copyright S J Wilson Outstanding work wins awards.Be brave
  21. 21. Our standards scale: Multimediocrity, Competence & Excellence 33% 66% 110% © Copyright S J Wilson
  22. 22. 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 is a great piece of work? 13. Does it make the consumer connect with the brand? 14. Will it stand the test of time? 15. Would you put your name on this piece of work? Knowing great work - ‘why it won’ 33% 66% 110% Mediocre Competent Award winning © Copyright S J Wilson
  23. 23. Tools to get started © Copyright S J Wilson
  24. 24. The most important piece of paper in the building. The Creative Brief, The Product Brief and The Amends/Task Brief. 
 We believe a good brief is a springboard for the creative idea. The brilliant brief A good brief is also a treasure map. © Copyright S J Wilson
  25. 25. The brilliant brief a) The Creative Brief b) The Product Brief c) The Amends/Task Brief © Copyright S J Wilson 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: Our contact: Version: The most important piece of paper in the company Task Brief Page 1/1 Client Feedback Internal Feedback When is this required by? Client: Project: Date: Client contact: Our contact: Version: The most important piece of paper in the company 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: Our contact: Version:
  26. 26. You know what the Creative Department does. (Strategy, approach & output) You know how to engage with the Creative Department. (Deployment process & Creative Sprints) You know how the Creative Department delivers award winning work. (Process & teams) You now know the difference between ‘good’ work and ‘great’ work. (Attitudes, values & standards) You know how important the brief is in creating award winning work. (Briefing templates) © Copyright S J Wilson To recap…