Intensive training session for Estonia-Latvia project ”ICT DCNet” (EU 34537) Demo Center participants, Latvian IT Cluster members and partners Day 1 // April 25, 2012 @ Rīga Business School, Skolas Str.11 Being great clientZigurds ZaķisBlogs (LV): http://zz.typepad.comTwitter: @zz_zigurds
Being great clientUnderstanding the process & your challengesChoosing the partnerBrief and briefingEvaluating and evolving workBeing a professional
Communication (Advertising) Agency Implementation partners Media Production Video Audio Photo Account Client Illustrations Planning Service Digital & Interactive(Strategic Planning) Print Special Production Creative Events Art Direction, Copy Writing, Desing, DTP, PR Illustrations, Video, Art Buying, Interactive, Multimedia etc Special Projects
How do agency process changes?FROM: Brief & Crea2ve Produc2on Launching brieﬁng Process
How do agency process changes?TO: Improving Produc2on and Launching, Brief & Crea2ve and evolving suppliers maintaining, brieﬁng Process ideas and system involvement closing
Dilemmas of choice External vs. Internal (in-house) Agency vs. Team vs. Individual Broad (full-service) vs. Specialized Established vs. EmergingResources/competences/capabilities in-house (vs. free-lance)
#1 Portfolio “It is not The Work. The Work. The Work.what you say that matters, it what you do” Darbi. Darbi. Darbi.
Building professional co-operation• Collaborative attitude: one ‘team’ not supplier• Emphaty• Mutual respect for expertise• Honesty and openness• Constructive debate not dictatorship• More carrot than stick• Healthy ambitions
Brief for Creative Work Where are we now? Where do we want to be? What are specific business goals? Where the business will come from? What are we doing to get there?What is the role of marketing communication and/or creative work?
Brief for Creative Work Who are customers associated with growth? What is important to them? A: What do they do (think/feel/do) today?B: What do we want them to do (think/feel/do)? What are key touchpoints?
Good brief: “THE ESSENCE OF focused, single-minded A GREAT BRIEF IS SACRIFICE” “OUR JOB ISin as plain language as possible TO SIMPLIFY” BILL BERNBACH “BRIEF IS AN AD stands-out TO INFLUENCE THE CREATIVE TEAM”
Creative briefGet: (whom / target)Who: (think/feel/do this)To: (do think/feel/do this)By telling them : (proposition)
Good brief + Good briefing Informs and inspires Is distinctive and relevant Helps understand people we have to address Gives clear direction for creative work Creates sense of possibilities. Has an amibition. Challenges for great work Is well prepared
Is the idea “on brief”? (NOT “I like/don’t like it”) Is it relevant to brief/brand/company? Is it distinctive? Will it be compelling to our customers? Is it focusing on customer benefit?How can we devleop it? How can we make it great?
Theory Theoretical models. Multidisciplinary knowledge. Your own “world-model” Field Mastery Practice Applying everything Benchmark Cases Learning by doingResearch, analysis, discussions Skills Tools, platforms, techniques: eﬃciency
Communications professional:1) knows the role of communication2) focuses the work3) inspires!4) co-operates5) is open to experiments6) evaluate to evolve and develop ideas7) is defending good ideas + personal professional growth
Intensive training session for Estonia-Latvia project ”ICT DCNet” (EU 34537)Demo Center participants, Latvian IT Cluster members and partners Day 1 // April 25, 2012 @ Rīga Business School, Skolas Str.11