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The power of creative collaboration - PowerPoint PPT Presentation


Here at Table19, we believe that great work is only possible when clients and their agencies work together as a team. This is a presentation written by our Executive Creative Director Graham Wall, who on his first day in this industry heard the senior team he was shadowing say something he couldn’t understand: that the client had bought the wrong idea.This set in motion a desire to understand how and why this had happened, and make sure it never happened again. This presentation details Graham’s learnings and philosophies, and shows how agencies and clients can create better work together.

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The power of creative collaboration

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BETTER WORK.

TOGETHER.

table19.co.uk • @wearetable19

1


BETTER WORK. TOGETHER.

table19.co.uk • @wearetable19

table19.co.uk • @wearetable19

2

2


BETTER WORK. TOGETHER.

table19.co.uk • @wearetable19

table19.co.uk • @wearetable19

3

3


BETTER WORK. TOGETHER.

01

The agency didn’t

give clients a

complete story

table19.co.uk • @wearetable19

table19.co.uk • @wearetable19

4


BETTER WORK. TOGETHER.

01

The agency didn’t

give clients a

complete story

02

The client didn’t

know how to

evaluate the work

table19.co.uk • @wearetable19

table19.co.uk • @wearetable19

5


BETTER WORK. TOGETHER.

01

The agency didn’t

give clients a

complete story

02

The client didn’t

know how to

evaluate the work

03

Neither agency or

client approached

the meeting with a

collaborative attitude

table19.co.uk • @wearetable19

table19.co.uk • @wearetable19

6


BETTER WORK. TOGETHER.

In short, the agency

and client weren’t

working as a team.

table19.co.uk • @wearetable19

7


HOW AGENCIES CAN HELP

GIVING CLIENTS

A COMPLETE

STORY

table19.co.uk • @wearetable19

9


HOW AGENCIES CAN HELP

Agencies should never just show

table19.co.uk • @wearetable19

table19.co.uk • @wearetable19

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10


HOW AGENCIES CAN HELP

FIRST

THEN

FINALLY

THEY NEED TO START THE

PRESENTATION WITH THE

AGREED CREATIVE BRIEF,

WHICH MUST ALWAYS BE

THE SPRINGBOARD.

YOUR AGENCY MUST TELL

A STORY THAT SHOWS

THE INSIGHT THAT

BRIDGES THE BRIEF AND

THE END IDEA.

NOW THEY CAN SHOW THE

END IDEA. BECAUSE YOU

UNDERSTAND THE WHOLE

IDEA. AND YOU HAVE A

COMPLETE STORY TO TAKE

TO STAKEHOLDERS.

table19.co.uk • @wearetable19

table19.co.uk • @wearetable19

11


HOW AGENCIES CAN HELP

FIRST

THEN

FINALLY

THEY NEED TO START THE

PRESENTATION WITH THE

AGREED CREATIVE BRIEF,

WHICH MUST ALWAYS BE

THE SPRINGBOARD.

YOUR AGENCY MUST TELL

A STORY THAT SHOWS

THE INSIGHT THAT

BRIDGES THE BRIEF AND

THE END IDEA.

NOW THEY CAN SHOW THE

END IDEA. BECAUSE YOU

UNDERSTAND THE WHOLE

IDEA. AND YOU HAVE A

COMPLETE STORY TO TAKE

TO STAKEHOLDERS.

table19.co.uk • @wearetable19

table19.co.uk • @wearetable19

12


HOW AGENCIES CAN HELP

FIRST

THEN

FINALLY

THEY NEED TO START THE

PRESENTATION WITH THE

AGREED CREATIVE BRIEF,

WHICH MUST ALWAYS BE

THE SPRINGBOARD.

YOUR AGENCY MUST TELL

A STORY THAT SHOWS

THE INSIGHT THAT

BRIDGES THE BRIEF AND

THE END IDEA.

NOW THEY CAN SHOW THE

END IDEA. BECAUSE YOU

UNDERSTAND THE WHOLE

IDEA. AND YOU HAVE A

COMPLETE STORY TO TAKE

TO STAKEHOLDERS.

table19.co.uk • @wearetable19

table19.co.uk • @wearetable19

13


HOW AGENCIES CAN HELP

We call it...

Inspiration

&

Idea

...and here’s how it works:

table19.co.uk • @wearetable19

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TRY BEFORE YOU BUY

October 2014

table19.co.uk • @wearetable19

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PUTTING THEORY INTO PRACTICE

Inspiration

People’s everyday reliance on

broadband means they’re reluctant

to risk switching providers.

table19.co.uk • @wearetable19

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PUTTING THEORY INTO PRACTICE

Idea

To draw a parallel between Sky Broadband

and another of life’s important purchases,

so that our customers can see the offer in a

different context.

table19.co.uk • @wearetable19

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PUTTING THEORY INTO PRACTICE

“TBYB is currently the strongest

performing national press creative to

have run this quarter.”

Andy Heatley

Andy Heatley

“TBYB is currently the strongest

performing national press

creative to have run this quarter.”

table19.co.uk • @wearetable19

18


THE EVALUATION PROCESS

EVALUATING

IDEAS IS AS

EASY AS ABC

table19.co.uk • @wearetable19

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THE EVALUATION PROCESS

So, how do you

pick a good idea?

table19.co.uk • @wearetable19

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THE EVALUATION PROCESS

There’s always a

place for instinct.

And the longer you work in marketing, the

more you hone those skills.

table19.co.uk • @wearetable19

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THE EVALUATION PROCESS

Rational is vital

though. We use

the ABC model

to make sure

work is right:

Our approach

The T19 ABC Insights Model

Audience

Put yourself in your customers’

shoes - how do they live, how

do they talk, what are their

fears, concerns, points of

optimism - will this idea get

them excited?

GREAT

IDEAS SIT

HERE

Competition

Will this give us

differentiation from

competitors, giving

customers a reason

to stay/buy with us?

Brand

Is this creative true

to the brand - both

it’s look and TOV,

and in the promises

its making to the

audience?

table19.co.uk • @wearetable19

22


THE EVALUATION PROCESS

A collaborative

approach is key

table19.co.uk • @wearetable19

23


THE EVALUATION PROCESS

The initial presentation should

be used as a working session –

not just one-way selling where

an idea is rejected (or bought)

because of an element that

could easily be developed.

table19.co.uk • @wearetable19

24


THE EVALUATION PROCESS

What you should demand

from your agencies…

That the key team be there in person. So they can build on idea and explain

things fully. I usually always insist on the creative who worked on an idea being

there as no one can explain an idea quite as well as the person who incepted it.

table19.co.uk • @wearetable19

25


THE EVALUATION PROCESS

In exchange for this, there

are things an agency can ask

of their client.

table19.co.uk • @wearetable19

table19.co.uk • @wearetable19

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THE EVALUATION PROCESS

That they

first look

for what’s

right in each

idea…

…and

build on

what’s

wrong

table19.co.uk • @wearetable19

27


THE EVALUATION PROCESS

And that they never, ever

start with ‘I think my boss

will/won’t like this idea’.

table19.co.uk • @wearetable19

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BONUS

BONUS

table19.co.uk • @wearetable19

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BONUS

When I was new

to the industry

and I saw an

awesome idea, I

used to think...

WOW – THE

CREATIVES

MUST BE

AMAZING!

table19.co.uk • @wearetable19

33


BONUS

Then after a few

years, if I saw an

awesome idea I

used to think...

WOW – THE

CLIENT MUST

BE BRAVE!

table19.co.uk • @wearetable19

34


BONUS

Now, if I see

an awesome

idea, I think...

WOW – THE

CLIENT AND

AGENCY MUST

HAVE A GREAT

RELATIONSHIP!

table19.co.uk • @wearetable19

35


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