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Coming off the Island: principles for a more collaborative, fast approach

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I speak for Hyper Island Master Classes in New York. This is the presentation that I've developed (through several drafts) of how to take the theory of working together better for our evolved landscape and being more nimble/collaborative/smart into actual practice.

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Coming off the Island: principles for a more collaborative, fast approach

  1. 1. COMING OFF THE ISLAND heidi hackemer @uberblond @BBHNewYork /Strategic Director
  2. 2. ME A YEAR AGO"NOT REALLY ONTWITTER. ANNOYED WITHFACEBOOK (well, somethings don’t change).FOURSQUARE WHAT?DIDN’T BLOG. MOREOFTEN THAN NOT MIREDIN FRUSTRATINGPROCESSES WITHCLIENTS. NO PERSONALPROJECTS. "I SUCKED. "
  3. 3. I BLAME KURT.
  4. 4. LOVE VS DIGITAL
  5. 5. CONNECTIVITY = HUMAN "DIGITAL = CONNECTIVITY "DIGITAL = LIFE
  6. 6. EMBRACING DIGITAL ISN’T ABOUT EMBRACINGTHE TECHNOLOGY"yes, embracing the mechanisms"embracing (mechanism) culture"embracing a different rhythm of communication"embracing connectivity & networks"embracing collaboration"embracing the team"embracing BETA in everything"
  7. 7. I’ve had a little bit too much All the people start to rush, start to rush by How does he twist the dance? Can’t find a drink, oh man Where are my keys? I lost my phone What’s going on on the floor? I love this record baby but I can’t see straight anymore Keep it cool, what’s the name of this club? I can’t remember but it’s alright, a-alright Just dance, gonna be okayJust dance, spin that record babe Just dance, gonna be okay Dance dance just dance
  8. 8. FIVE PRINCIPLES FOR COMING OFFTHE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TOCONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHATIT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVEDPROCESSES
  9. 9. FIVE PRINCIPLES FOR COMING OFFTHE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TOCONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHATIT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVEDPROCESSES
  10. 10. MAKE A PLAN "& TALK ABOUT YOUR TIME ON THE ISLAND"BE INTENSELY DEMOCRATIC ABOUT THIS"BE RIDICULOUSLY NICE & POSITIVE"TELL PEOPLE WHAT YOU ARE ALL GOING TO DOTOGETHER AND WHAT IS GOING TO CHANGESTARTING NOW"
  11. 11. FIVE PRINCIPLES FOR COMING OFFTHE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TOCONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHATIT MEANS TO BE ‘PROFESSIONAL’"RETHINK EVERYTHING
  12. 12. THE COLD, HARD TRUTH"YOU CAN’T MAKE GREAT IDEAS FOR THE "PLATFORMS IF YOU DON’T UNDERSTAND THEM"PLAY PLAY PLAY
  13. 13. TO THE CLOUD! (BY TUESDAY EOD) "GET THE TOOLS IN YOUR HANDS & GET USING THEM"SET UP A TWITTER ACCOUNT"SET UP A INSTAGRAM or FLICKR ACCOUNT & INSTALL ON PHONE"GET TWEETDECK ON YOUR DESKTOP & PHONE"FOLLOW WHO @MALBONNINGTON FOLLOWS"FOURSQUARE AT LEAST UNTIL YOU GET A BADGE"SET UP A TUMBLR, FOLLOW PEOPLE AND DO IT"SYNC YOUR TUMBLR/TWITTER/FLICKR TO YOUR FACEBOOK "PICK A WORK PROJECT AND USE GOOGLE DOCS FOR IT"SET UP AND USE A DROPBOX ACCOUNT"LISTEN TO YOUR MUSIC VIA LAST.FM/PANDORA "ORGANIZE YOUR DAY VIA TUEXDUEX"CALL A FRIEND USING GOOGLE VOICE"MAKE A MOVIE AND UPLOAD IT TO YOUR YOUTUBE CHANNEL"SKYPE/GOOGLE VID REMOTE COLLEAGUES/CLIENTS INSTEAD OF EMAIL "
  14. 14. EMBRACE YOUR INNER (FRIENDLY) DOMINATRIX"DEMOCRATIZE TOOL USE"IF YOU HAVE PULL, WORK IT"MAKE FRIENDS WITH THE IT GUYS"MAKE PLAY HAPPEN ON THE PLATFORMS "
  15. 15. FIVE PRINCIPLES FOR COMING OFFTHE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TOCONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHATIT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVEDPROCESSES
  16. 16. INTERROGATE YOUR PHYSICAL SPACE…"AND CHANGE IT"AUF WIEDERSEHEN OFFICES"TEAMS SITTING ON TOP OF EACH OTHER"HOT DESK CULTURE"WAR ROOMS WHERE THE THINKING IS EXPOSED "
  17. 17. PEP TALK BREAK"THE WISE WORDS OF @malbonnington"“ASK FOR FORGIVENESS”
  18. 18. Account Executive Account Account Strategic Coordinato Creative Manager Director Director r DirectorWork Room Media Project Interactive Account Business Media Strategis Manager Producer Manager Director Director t Brand Strategist War Room Media Media Strategist StrategistWork Room Creative Work Room Creative Work Room Creative Creative Creative Creative
  19. 19. THE SUPER BONUS OF SITTING LIKE THIS"LESS EMAILS"LESS MEETINGS"LESS MISUNDERSTANDINGS"EVERYTHING GOES FASTER AND ARGUABLYSMOOTHER (FOR THE MOST PART)
  20. 20. THE REALITY OF SITTING LIKE THIS"THERE NEEDS TO BE OTHER “SPACES” TO THINK"THERE NEEDS TO BE RESPECT FOR SOMEONE THATNEEDS TO GET SOME THINKING DONE
  21. 21. ENERGY HAS TO BE RIGHT" DON’T STOP BELIEVING" HARDER BETTER FASTER STRONGER "
  22. 22. FOOD FOR THOUGHT BREAK"TEAM CULTURE IS REALLY IMPORTANT,"PERHAPS MORE IMPORTANT THAN EVER"STAY AWARE OF TEAM CULTURE AND DYNAMICSJUST AS MUCH AS YOU STAY AWARE OF THEASSIGNMENTS
  23. 23. FIVE PRINCIPLES FOR COMING OFFTHE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TOCONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHATIT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVEDPROCESSES
  24. 24. BANISH EGO"(THIS IS VERY HARD)"PRACTICALLY, THIS IS ABOUT EXPOSURE AND BEINGCOMFORTABLE BEING EXPOSED"THIS IS ABOUT LISTENING & RESPECT"TALK ABOUT IT"IF SOMEONE’S EGO IS GETTING IN THE WAY, "KICK THEM OFF YOUR TEAM (HARSH, I KNOW)"
  25. 25. EXPECT EVERYONE TO BE A DO’ER"THEORY IS GREAT, MAKING SHIT IS BETTER"DO THE DIGITAL PLATFORMS"EVERYONE CONTRIBUTES TO SOLVING THEPROBLEMS"LOVE PERSONAL PROJECTS
  26. 26. HIRE T-SHAPED PEOPLE"ABSOLUTE EXPERTS"GENERALIST RESPECT/KNOWLEDGE"AWESOME COLLABORATORS
  27. 27. PEP TALK BREAK"THE GREAT MYTH OF COLLABORATION"THIS IS GOING TO BE EASY & FUN!
  28. 28. FIVE PRINCIPLES FOR COMING OFFTHE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TOCONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHATIT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVEDPROCESSES
  29. 29. Here’s some processes we’ve been playing with"It ain’t perfect, but we’re trying new things andlearning from that
  30. 30. FULL TEAM TAKES THE BRIEF"CREATIVE"STRATEGY"MEDIA"ACCOUNT"PRODUCTION
  31. 31. FULL TEAM SITS IN A SPEED-STATUS EVERY DAY"(USUALLY 15-30 MINUTES)"CREATIVE"STRATEGY"MEDIA"ACCOUNT"PRODUCTION
  32. 32. FULL TEAM SIGNS OFF"CREATIVE"STRATEGY"MEDIA"ACCOUNT"PRODUCTION
  33. 33. KICK-OFF SESSIONS"EVERYONE IN ROOM, OFTEN INCLUDING THE CLIENTS"STRATEGIST HAS DEFINED THE PROBLEM –BROUGHT IN INSIGHTS TO FUEL THE SOLUTION"CULTURE OF RIFF AND BUILD"LOCK DOWN THE BRIEF AFTER THIS
  34. 34. IDEA SESSIONS: OUTLINE"PROBLEM GETS DEFINED"RIFF TO FOR AN HOUR"COFFEE BREAK: GROUP LEAVES & PROBLEMOWNERS DECIDE ON BEST TERRITORIES"SMALL GROUPS DIG DEEP INTO BEST TERRITORIES"PRESENT AND BUILD"DEFINE NEXT STEPS
  35. 35. IDEA SESSIONS: PRINCIPLES"12 – 15 PEOPLE"CASTING IS VERY IMPORTANT: DIVERSE &COLLABORATIVE"INCLUDE CLIENTS"FACT: WOMEN DO THIS BETTER "SOME PEOPLE AREN’T GOOD AT THESE – THAT’S OK
  36. 36. TWO A DAYS"DAY ONE: CREATIVES GET PUT IN A ROOM TOGETHERTO CRACK THE PLATFORM TOGETHER"MEDIA MESHES IN WITH THE CREATIVE PROCESS"CREATIVE DIRECTOR/STRAT DIRECTOR COME IN 2x/DAY TO RIFF, DIRECT, HELP"WALL GETS COATED WITH IDEAS"
  37. 37. CLIENT MESHING"BRING IN CLIENTS WAY EARLIER THAN USUAL"TEACH THEM HOW TO WORK WITH ROUGH IDEAS/THOUGHTS"INVOLVE THEM IN MAKING THE SOLUTION"GREAT TOOL: GOOGLE DOCS"
  38. 38. FOOD FOR THOUGHT BREAK"RETHINK EVERYTHING YOU ACCEPT AS TRUE"STRATEGISTS OWN INSIGHTS, THERE’S ONLY ONESOLUTION, STRATGISTS WRITE BIG DECKS,CLIENTS DON’T GET IT, ACCOUNT PEOPLE AREJUST PROCESS, CREATIVES OWN THE SOLUTION,EVERYTHING HAS TO BE COMPED UP BEAUTIFULLYTO PRESENT, THE SOLUTION IS COMMUNICATIONS,MEDIA GETS INVOLVED AFTER THE IDEA ISSORTED, WE GO AWAY FOR WEEKS TO MAKESOMETHING PERFECT, THERE’S ONLY ONEANSWER
  39. 39. ACCOUNT STRATEGY CREATIVEPRODUCTION MEDIA
  40. 40. MEDIA STRATEGY CREATIVE ACCOUNT PRODUCTION CLIENTSIT’S NOT ABOUT BLOWING UP WHAT WE DO AND OUR SKILL SETS; IT’S ABOUT WORKING IT DIFFERENTLY
  41. 41. “YEAH, BUT MY CLIENT IS BIG AND DIFFICULT ANDTHIS STUFF ISN’T GOING TO HAPPEN”
  42. 42. PICK ONE PROJECT "HERE’S WHAT TO DO TO MAKE IT HAPPEN"START SMALL"HANDPICK THE RIGHT PEOPLE"GET A TEAM AREA"DEFINE, COMMUNICATE AND DRIVE AN OPEN &COLLABORATIVE PROCESS"GET A BUDGET SET ASIDE TO ITERATE (PRODUCTION/MEDIA)"
  43. 43. OLD SCHOOL MASTER BRAND MANAGEMENT: BURST. BURST. BURST.
  44. 44. NEW SCHOOL: BUILD, BUILD, BUILD
  45. 45. FIVE PRINCIPLES FOR COMING OFFTHE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TOCONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHATIT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVEDPROCESSES

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