2. PROCESS should
‣ Create efficiencies for both the agency and client.
‣ Increase the consistency of output.
‣ Make the agency-client relationship stronger.
3. PROCESS should not
Restrict the creative juices of agency.
Pigeon-hole briefs into generic solutions.
Reduce the capacity to act fast on new opportunities.
4. PROCESS should be
A thought-through plan of attack that fits the
mission ahead. The right process will win over
clients, staff and partners and motivate a full-
hearty effort.
5. PROCESS must
Take into account the fact that there is always
more than one way to do something.
Allow for iterative development through
prototyping and testing.
See TED video on next slide.
6. PROCESS implementation
1. Behind the scenes trial and refinement.
2. Education and buy-in with clients.
3. Inclusion into new business materials as part
of selling proposition.
7. PROCESS is not evil
BAD PROCESS is evil
Some thoughts by Marek [http://thrutre.es]
