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The power of creative collaboration

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.<br>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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  1. image BETTER WORK. TOGETHER. table19.co.uk • @wearetable19 1

  2. BETTER WORK. TOGETHER. table19.co.uk • @wearetable19 table19.co.uk • @wearetable19 2 2

  3. BETTER WORK. TOGETHER. table19.co.uk • @wearetable19 table19.co.uk • @wearetable19 3 3

  4. BETTER WORK. TOGETHER. 01 The agency didn’t give clients a complete story table19.co.uk • @wearetable19 table19.co.uk • @wearetable19 4

  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 table19.co.uk • @wearetable19 table19.co.uk • @wearetable19 5

  6. 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

  7. BETTER WORK. TOGETHER. In short, the agency and client weren’t working as a team. table19.co.uk • @wearetable19 7

  8. HOW AGENCIES CAN HELP GIVING CLIENTS A COMPLETE STORY table19.co.uk • @wearetable19 9

  9. HOW AGENCIES CAN HELP Agencies should never just show table19.co.uk • @wearetable19 table19.co.uk • @wearetable19 10 10

  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

  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

  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

  13. HOW AGENCIES CAN HELP We call it... Inspiration & Idea ...and here’s how it works: table19.co.uk • @wearetable19 14

  14. TRY BEFORE YOU BUY October 2014 table19.co.uk • @wearetable19 15

  15. PUTTING THEORY INTO PRACTICE Inspiration People’s everyday reliance on broadband means they’re reluctant to risk switching providers. table19.co.uk • @wearetable19 16

  16. 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 17

  17. 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

  18. THE EVALUATION PROCESS EVALUATING IDEAS IS AS EASY AS ABC table19.co.uk • @wearetable19 19

  19. THE EVALUATION PROCESS So, how do you pick a good idea? table19.co.uk • @wearetable19 20

  20. 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 21

  21. 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

  22. THE EVALUATION PROCESS A collaborative approach is key table19.co.uk • @wearetable19 23

  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

  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

  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 26 26

  26. 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

  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 28

  28. BONUS BONUS table19.co.uk • @wearetable19 32

  29. 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

  30. 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

  31. 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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