Why working with creatives isn't working
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This presentation on how to improve the relationship between marketers and creative agencies was given at Solvay Business School on October 13 2017.
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Why working with creatives isn't working
- 1. 17/10/17 1 WHY WORKING WITH CREATIVES ISN’T WORKING SOLVAY OCTOBER 13 Vincent D’Halluin – SD mortierbrigade
- 2. HELLO! I AM VINCENT @vincentdh Strategic director Partner mortierbrigade
- 3. Our mission We fight mediocrity
- 5. WHY WORKING WITH CREATIVES ISN’T WORKING
- 7. WHY WORKING WITH CREATIVES ISN’T WORKING
- 9. “A problem well-put is a problem half-solved.” John Dewey
- 10. Good strategists make complicated things simple. Bad strategists make simple things complicated.
- 12. SALES ARE NEVER THE REAL PROBLEM
- 13. Exercise: WHY? Define a daily life problem and keep asking why.
- 14. AGENCY ROLE Solve the problem don’t answer to the brief
- 15. STRATEGIST’S ROLE Give creative people a good challenge/ problem to solve.
- 16. A clear brief A GOOD QUESTION A SMART ANSWER
- 17. WHY WORKING WITH CREATIVES ISN’T WORKING
- 19. UNDERSTAND • The business • The problem • The customer
- 20. UNDERSTAND • The business • The problem • The customer • Your agency
- 21. If a tennis racket and a ball cost €1,10 together, and the racket costs €1 more than the ball, how much does the ball cost?
- 22. 10 cents = System 1 5 cents = System 2
- 23. 3%
- 25. SYSTEM 1 • FAST, AUTOMATICALLY • IMPLICIT • EXPERIENTIAL • INSTINCTIVE • EMOTIONAL SYSTEM 2 • SLOW, ON DEMAND • EXPLICIT • ANALYTICAL • EFFORTFUL • COGNITIVE 95% 5%
- 26. You give EMOTIONAL PEOPLE a brief written by RATIONAL PEOPLE. EMOTIONAL PEOPLE who ARE NOT allowed to critic the work of rational people. You go back with emotional work to rational people, who will crit their work.
- 27. The importance of the briefing
- 28. “Every order which can be misunderstood will be misunderstood” Jacob Meckel, 1877
- 33. CLAIM: brand level What does your brand stand for? What can you claim?
- 34. REPOSITION WITH A CLAIM Creepy weirdos Beloved entertainers
- 35. REPOSITION
- 36. INSIGHT: campaign level “An unspoken truth that sheds a new light on the problem.”
- 37. INSIGHT: campaign level We can’t heal dementia. But music can give people with dementia a good feeling and can slow down the disease.
- 38. SHOW WHAT PEOPLE WITH DEMENTIA ARE CAPABLE OF, THANKS TO THE POWER OF MUSIC INSIGHT TURNED INTO A BRIEFING
- 40. Let’s play WHAT’S THE BRIEF (insight?)
- 41. Let’s play WHAT’S THE BRIEF (insight?) https://www.youtube.com/watch?v=cC-1YiluJwk
- 42. Let’s play WHAT’S THE BRIEF (insight?)
- 43. Let’s play WHAT’S THE BRIEF (insight?)
- 44. Let’s play WHAT’S THE BRIEF
- 45. Let’s play WHAT’S THE BRIEF https://www.youtube.com/watch?v=VJcZpCUBtjw
- 46. Let’s play WHAT’S THE BRIEF (insight?)
- 47. Directions? Start with many ideas. People with little ideas freak out. Discuss the directions Provide stimuli
- 48. Make it an experience Go outside Try the product Go where your target is
- 49. BE SURPRISING Tell them something they haven’t heard before
- 50. What creatives say Be brief Avoid , , , , , Spark ideas Give many proof points Use insights only if they are fresh / TRUE Don’t create or write taglines Be provocative Believe in the potential Wear nice shoes
- 52. WHY WORKING WITH CREATIVES ISN’T WORKING
- 53. IS THERE SOMETHING LIKE ‘CREATIVES’?
- 57. ASK
- 58. FEEDBACK METHOD Questioning feedback: “what did you like best?” Affirmative feedback “What I liked…” Perspective feedback “as a planner, I lack…” Open feedback “according to you, …” Tips & tricks feedback: “I once worked on this campaign and we did that to tackle the issue” Personal feedback: write an email afterwards Plus one feedback: if you agree, keep it short
- 59. COMMANDMENTS Be useful Help, don’t impress Don’t fall in love Build trust Give all your ideas away
- 62. LOVE THEM
- 63. WHY state the problem clearly WORKING WITH CREATIVES ISN’T WORKING
- 64. WHY state the problem clearly WORKING WITH CREATIVES collaborate, don’t convince ISN’T WORKING
- 65. WHY state the problem clearly WORKING WITH CREATIVES collaborate, don’t convince ISN’T WORKING questions are your best friend
- 66. Thank you. Got any questions?