Thoughts on updating our agency process for great results

2. NEW WAYS
OF WORKING

3. THE TRADITIONAL WAY

4. Briefs focused on advertising as output

5. Archetypal lone creative genius

6. Linear process
Brief
Creative brief Burning the midnight oil Advertising solution

7. THIS APPROACH WORKED VERY WELL FOR A LONG TIME

8. but...

9. ADVERTISING IS INCREASINGLY LESS EFFECTIVE
Consumers are avoiding advertising, creating
personal firewalls: PVRs, internet ad-blockers etc.
It’s harder than ever to reach them: In 1965, 80%
of 18-49 year olds could be reached with 3, 60
second TV spots. In 2002, it required 117 prime-
time commercials to do the same
And when we do reach them, they are cynical:
76% of consumers don’t believe companies tell the
truth in advertising (Yankelovich)

10. Sean Parker: Facebook is cool
that's what it's got going for it.
Mark Zuckerberg: Yeah.
Eduardo Saverin: You don't want
to ruin it with ads because ads
aren't cool.
Mark Zuckerberg: Exactly

11. THE NATURE OF OUR IDEAS
IS CHANGING

12. ide as
From
that ‘tell’

13. To ideas that DO

14. Ideas that DO - Ideas that offer utility

15. Ideas that DO - Ideas that provide entertainment

16. Ideas that DO - Ideas that build movements

17. Ideas that DO - Ideas that stimulate play

18. IDEAS THAT ‘DO’ DEMAND NEW TEAM
STRUCTURES & PROCESSES

19. GENIUS IS STILL A
REQUIREMENT
But a single genius is
incapable of conceiving
these sorts of ideas alone

20. From Creative Teams to Teams of Creators
Art Director Copywriter Art Director Copywriter Design Technology UX Media

21. TEAMS WORKING
TOGETHER MORE
ITERATIVELY
Co-working sessions &
frequent check-ins

22. SOME THOUGHTS ON HOW WE
DELIVER IDEAS THAT ‘DO’

23. IDEAS THAT ‘DO’ PHASE 1. PROBLEM SOLVING
Defining the client’s problem
and conceiving creative
solutions to it. Solutions may
be products and services,
digital utilities, games,
movements, sales tactics…

24. PROBLEM SOLVING EXAMPLE
Problem: A woman dies from Solution - No Mother’s Day:
complications related to Stimulate a conversation about
pregnancy and childbirth every maternal mortality amongst
90 seconds but the people moms by asking them to
whose advocacy and money forego their Mother’s Day as a
we need to help (American show of solidarity with families
moms) are unaware that the around the world unable to
issue exists. celebrate.

25. IDEAS THAT ‘DO’ PHASE 2. PUBLICITY & PARTICIPATION
Publicizing these ideas and
defining how people will
participate with them. This will
be a combination of traditional
and non-traditional comms
tactics

26. PUBLICITY & PARTICIPATION EXAMPLE
Publicity: A viral video featuring regular and Participation: A Facebook page providing pre-
celebrity moms explaining the initiative and written status updates for participants to spread
sending people to Facebook to participate. around their social networks

27. PROCESS*
*Flexible dependent on project requirements

28. STAGE 1. PROBLEM-SOLVING WORKSHOP PREP
Planning defines the client’s problem and
pulls together materials to stimulate a
Problem- brainstorm that will answer it. These
solving Brief materials will be distilled into the problem-
solving brief and shared in advance of the
workshop.

29. STAGE 2. PROBLEM-SOLVING WORKSHOP
Small group workshop will discuss the
problem and the stimulus and brainstorm
solutions.
The group will decide which of the ideas
from the workshop (+ others that bubble up
in the days following) have the most promise.

30. STAGE 3. PUBLICITY & PARTICIPATION BRIEF
A few days after the workshop, the ‘chosen’
ideas will be written up as publicity &
Publicity & participation briefs – briefs setting out the user
Participation experience / customer journey, the channels
Brief
ideas need to be executed in and how we intend
to stimulate consumer participation. Different
briefs will be assigned to different creative teams.

31. STAGE 4. LEARN AND IMPROVE
Once we have completed
the process we will
discuss whether or not we
feel it worked and how we
feel it can be refined /
improved