How do great creative directors shape award-winning work? And how do you remain true to an idea in the face of client amends, budget constraints and set timelines? Six of the industry's top creative directors talked about how they had taken a brief and shaped ideas into a piece of brilliant, on-brand creative. The second in a series of BIMA events in partnership with Creative Equals, tackling diversity, creativity and leadership. Speakers included: Anna Rose Kerr, Creative, Havas London Caitlin Ryan, Executive Creative Director, Cheil  Catherine Hope, Associate Creative Director at Naked Communications Dan Harvey, Experience Design Director at SapientNitro Pierre Duquesnoy, Creative Director at DigitasLBi

1. BIMA + Creative Equals Masterclass
How To Shape Great Creative

2. Name: guestnet
Security: WPA2-Personal
Password: soul15skid
8.45pm
@BIMA #BIMACreative

4. Ali Hanan
Creative Director at Blippar
Founder of Creative Equals
@creativeequal
SPEAKER

5. Creative Director
@creativeequal

6. @creativeequal

7. Creative Equals is the gender diversity
kitemark of the creative industry.
We aim to providemore pathways to success for
female creatives by working with directly with
industry, recruitment, and agencies.
Our mission is to train, mentor, sport and champion female creative talent
throughout their careers and all the way to the top.

8. Who’s on board?
Laura Jordan-Bambach Creative partner, Mr President, Founder SheSays
Nick Turner, CCO, Sapient Ntiro
Simon Richings ECD, Analog Folk
Caitlin Ryan ECD, Cheil
Simon Gill, CCO, Isobar
Emma Perkins ECD, Lowe Open
Karin Onsinger-Birch CCO, FCB San Francisco & L.A
Kat Hahn, Creative Strategist,Facebook
Jason Fletcher and Marcus Illes, CCOs, Publicis Chemistry
Duan Evans, ECD, AKQA
NIcky Bullard, Chairman CCO MRM Meteorite
James Temple, CCO, R/GA
Helen Fuchs, ECD DigitasLBi
Susan Hoskins, CD, Mother
Vicki Macguire, ECD, Grey
Victoria Buchanan, ECD, Tribal DDB
Julie Seal, Creative Strategist, Facebook.
and many more…
Ali Hanan
Founder, MD, Creative Equals
Becky McOwen-Banks
Non-executive director, CD FCBInferno

14. ‘Creative woman of the year’
Dream Award
‘Throughout the 30 years, I've sat on juries with zero women, I've
worked in agencies with zero female leaders, but the fact is this
has been an issue for a long time. I signed up to Creative Equals
on spot. The truth is change will not come without an industry-
wide action plan to address it. The Drum’s Dream Award will
create a goal – and a role model to follow.’
Ian Hawarth, Executive Creative Director, Wunderman
Dream Awards judge

16. @creativeequal
#ChangeTheRatio
hello@creativeequals.org

17. Pierre Duquesnoy
Creative Director at DigitasLBi
@PierreDuq
SPEAKER

18. 25th JULY 2016
The Pigeon Air Patrol

19. BUILD A TEAM
I support. I belong. I care.

21. GET SH*T DONE
A bit of luck. A lot of hard work.

29. DON’T BE AFRAID TO FAIL
Go big or go home.

32. Thank you!

33. Caitlin Ryan
Executive Creative Director at Cheil
@CheilUK
SPEAKER

37. S P O T T H E
O P P O R T U N I T Y

39. TU:HON

40. Move from one dimensional
story telling to
multidimensional
story telling

41. The C Word

42. Find partners to collaborate
with in network and in the wider
creative industry

43. T A K E C O N T R O L

46. Anna Rose Kerr
Creative at Havas London
@annarosekerr
SPEAKER

53. CHALLENGE:
It’s never been done before.

54. SOLUTION:
Bring in the right team.
CHALLENGE:
It’s never been done before.

63. CHALLENGE:
The lawyers don’t like it.

64. SOLUTION:
Hold on to the story you
want to tell.
CHALLENGE:
The lawyers don’t like it.

68. CHALLENGE:
Our business objectives have
changed.

71. Simon Wassef
Group Strategy Director at R/GA
@SAWassef
SPEAKER

72. SIM O N W ASSEF , EXEC U T IVE ST R AT EG Y D IR EC T O R , R/G A L O NDO N
S H A P I N G G R E A T
C R E A T I V E
A S T R A T E G I S T ’ S 1 0 P E N C E

73. S T O P . C O L L A B O R A T E & L I S T E N .

74. T H I N K D I F F E R E N T L Y .

75. L O V E T H E P R O B L E M .

76. A K E Y O U R B R I E F I N G M E M O R A B L E

78. W A T C H T H E G A M E A W A Y
F R O M T H E B A L L .

79. A S K A P R O P E L L I N G
Q U E S T I O N .

80. K I L L Y O U R B A B I E S .

82. E M B R A C E T H E T E N S I O N .

83. K N O W C U L T U R E .

84. A N D D E S I G N T O I M P A C T I T .

86. ‘ O F B R I E F ’ ‘ O F F B R I E F ’ .=

87. D A T A I N F O R M S D E C I S I O N S .
I N S T I N C T M A K E S T H E M .

89. S E L L H U M A N I T Y ,
N O T T E C H N O L O G Y .

90. F I N A L L Y :
B E I N I T F O R T H E L O N G H A U L
& P E R S E V E R E .

91. @ SAW ASSEF
T H A N K Y O U .
S I M O N W A S S E F , E X E C U T I V E S T R A T E G Y D I R E C T O R , R / G A L O N D O N

92. Catherine Hope
Associate Creative Director at Naked
Communications
@cath_hope
SPEAKER

93. 93
Hello!

94. 94
Great work is more
than just the work

95. 95
How To Shape Great Creative
1 2 3
I M P A C T O N
T H E B R A N D
I M P A C T O N
T H E A U D I E N C E
I M P A C T O N
Y O U R T E A M

96. 96
Sell more bikinis
in a crowded market
Surfdome

97. 97

98. 98

99. ©2016NakedCommunicationsAllRightsReserved©2016NakedCommunicationsAllRightsReserved
Category Truth

100. 100
Product Truth
Functional

101. 101
Consumer Truth
“I don’t wear a
bikini to look sexy.”

102. 102
Consumer Truth
“It can be a little frightening
but just take the leap”

103. 103
Cultural Truth
Werk

104. 104
Idea
Work Your Bikini

105. 105
Ideas that died
•Design a bikini with smart fabric that
shows you how much you are ‘working it’
A tweeting bikini that nudges you to get
off your arse if unused for too long
93 different girls working it, one for
every day of summer

106. 106

107. 107

108. 108

109. 109

110. 110

111. 111
22
How To Shape Great Creative
1 3
I M P A C T O N
T H E B R A N D
I M P A C T O N
T H E A U D I E N C E
I M P A C T O N
Y O U R T E A M

112. 112

113. 113
22 33
How To Shape Great Creative
1
I M P A C T O N
T H E B R A N D
I M P A C T O N
T H E A U D I E N C E
I M P A C T O N
Y O U R T E A M

114. 114

115. 115

116. 116

117. 117
Thank you

118. Dan Harvey
Experience Design Director at SapientNitro
@dancharvey
SPEAKER

119. BIMA + CREATIVE EQUAL MASTERCLASS
HOW TO SHAPE
GREAT
CREATIVE

120. H O W T O S H A P E G R E A T C R E A T I V E
“ W H Y C A N ’ T W E W O R K W I T H A C L I E N T L I K E G O O G L E ? ”
“ M O R E F I N A N C I A L S E R V I C E S ? T H I S S U C K S ! ”
“ W E D O N ’ T H A V E E N O U G H B U D G E T T O D O A N Y T H I N G G O O D . ”
“ F U C K ! L E G A L J U S T S H A T A L L O V E R T H E I D E A . ”
EVER SAID THIS?

121. H O W T O S H A P E G R E A T C R E A T I V E
O N L Y G R E A T B R A N D S C A N D O G R E A T W O R K
O N L Y E X C I T I N G S E C T O R S H A V E E X C I T I N G B R I E F S
O N L Y W E L L - F U N D E D P R O J E C T S C A N D O G R E A T W O R K
S P E C I A L I S T C L I E N T T E A M S ( H E L L O L E G A L ! ) R U I N E V E R Y T H I N G
CHECK YOUR BIAS

122. H O W T O S H A P E G R E A T C R E A T I V E
Y O U N G E R A U D I E N C E K E Y D E M O G R A P H I C T A R G E T
M O R E L I K E L Y T O S W I T C H ( T H R E A T & O P P O R T U N I T Y )
7 D A Y S W I T C H I N G A N D O T H E R P O L I C Y C H A N G E S
M O B I L E C U S T O M E R S E N G A G E M O R E W I T H P R O D U C T S
2 0 0 8 C R I S I S D A M A G E D T H E I R R E P U T A T I O N
CONTEXT

123. H O W T O S H A P E G R E A T C R E A T I V E

124. H O W T O S H A P E G R E A T C R E A T I V E
I M P R O V E E N G A G E M E N T W I T H Y O U N G E R A U D I E N C E
D O I T C O S T - E F F E C T I V E L Y
D R I V E L O Y A L T Y A N D S A T I S F A C T I O N
B R I N G T H E B R A N D P R O M I S E T O L I F E
OBJECTIVES

125. H O W T O S H A P E G R E A T C R E A T I V E

126. H O W T O S H A P E G R E A T C R E A T I V E
O V E R 5 0 0 , 0 0 0 C U S T O M E R R E Q U E S T S
1 7 , 0 0 0 R E Q U E S T S P E R W E E K
O V E R £ 2 2 M I L L I O N C L A I M E D
METRICS (FIRST YEAR)

127. H O W T O S H A P E G R E A T C R E A T I V E
F R O M N E G A T I V E T O P O S I T I V E I N C H A N N E L ( F R O M L A G G A R D T O L E A D E R )
O N G O I N G I M P R O V E M E N T I N S W I T C H I N G L E V E L S / C O N V E R S I O N
4 0 % O F T H E T A R G E T A U D I E N C E U S E I T T W I C E M O N T H L Y
6 5 P C O S T D R I V E N T O 0 P
X 1 5 G R O W T H I N U S E
“ H E L P F U L N E S S ” O F T H E S E R V I C E P R A I S E D B Y C U S T O M E R S
RESULTS

128. H O W T O S H A P E G R E A T C R E A T I V E
N O T A B E L O V E D B R A N D
L O A T H E D S E C T O R
S M A L L T E A M , O N L Y £ 8 0 K
S T A R T E D F R O M A C O N V E R S A T I O N W I T H T H E F R A U D T E A M
BIAS IN CHECK

129. Twitter @BIMA Facebook fb.com/BIMAHQ Instagram @BIMAHQ