The power of creative collaboration

Table19
Table19Planner at Table19 em Table19
table19.co.uk • @wearetable19 1
image
BETTER WORK.
TOGETHER.
table19.co.uk • @wearetable19 2table19.co.uk • @wearetable19 2
BETTERWORK.TOGETHER.
table19.co.uk • @wearetable19 3table19.co.uk • @wearetable19 3
BETTERWORK.TOGETHER.
table19.co.uk • @wearetable19 4
01
The agency didn’t
give clients a
complete story
table19.co.uk • @wearetable19
BETTERWORK.TOGETHER.
table19.co.uk • @wearetable19 5
01
02
The agency didn’t
give clients a
complete story
The client didn’t
know how to
evaluate the work
table19.co.uk • @wearetable19
BETTERWORK.TOGETHER.
table19.co.uk • @wearetable19 6
01
02
03
The agency didn’t
give clients a
complete story
The client didn’t
know how to
evaluate the work
Neither agency or
client approached
the meeting with a
collaborative attitude
table19.co.uk • @wearetable19
BETTERWORK.TOGETHER.
table19.co.uk • @wearetable19 7
In short, the agency
and client weren’t
working as a team.
BETTERWORK.TOGETHER.
table19.co.uk • @wearetable19 9
GIVING CLIENTS
A COMPLETE
STORY
HOWAGENCIESCANHELP
table19.co.uk • @wearetable19 10
Agencies should never just show
table19.co.uk • @wearetable19 10
HOWAGENCIESCANHELP
table19.co.uk • @wearetable19 11
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.
FIRST THEN FINALLY
table19.co.uk • @wearetable19
HOWAGENCIESCANHELP
table19.co.uk • @wearetable19 12
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.
FIRST THEN
NOW THEY CAN SHOW THE
END IDEA. BECAUSE YOU
UNDERSTAND THE WHOLE
IDEA. AND YOU HAVE A
COMPLETE STORY TO TAKE
TO STAKEHOLDERS.
FINALLY
table19.co.uk • @wearetable19
HOWAGENCIESCANHELP
table19.co.uk • @wearetable19 13
THEY NEED TO START THE
PRESENTATION WITH THE
AGREED CREATIVE BRIEF,
WHICH MUST ALWAYS BE
THE SPRINGBOARD.
FIRST
NOW THEY CAN SHOW THE
END IDEA. BECAUSE YOU
UNDERSTAND THE WHOLE
IDEA. AND YOU HAVE A
COMPLETE STORY TO TAKE
TO STAKEHOLDERS.
FINALLY
YOUR AGENCY MUST TELL
A STORY THAT SHOWS
THE INSIGHT THAT
BRIDGES THE BRIEF AND
THE END IDEA.
THEN
table19.co.uk • @wearetable19
HOWAGENCIESCANHELP
table19.co.uk • @wearetable19 14
&
We call it...
...and here’s how it works:
Inspiration Idea
HOWAGENCIESCANHELP
table19.co.uk • @wearetable19 15
October 2014
TRY BEFORE YOU BUY
table19.co.uk • @wearetable19 16
People’s everyday reliance on
broadband means they’re reluctant
to risk switching providers.
Inspiration
PUTTINGTHEORYINTOPRACTICE
table19.co.uk • @wearetable19 17
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.
Idea
PUTTINGTHEORYINTOPRACTICE
table19.co.uk • @wearetable19 18
PUTTINGTHEORYINTOPRACTICE
“TBYB is currently the strongest
performing national press creative to
have run this quarter.”
Andy Heatley
“TBYB is currently the strongest
performing national press
creative to have run this quarter.”
Andy Heatley
table19.co.uk • @wearetable19 19
EVALUATING
IDEAS IS AS
EASY AS ABC
THEEVALUATIONPROCESS
table19.co.uk • @wearetable19 20
So, how do you
pick a good idea?
THEEVALUATIONPROCESS
table19.co.uk • @wearetable19 21
There’s always a
place for instinct.
And the longer you work in marketing, the
more you hone those skills.
THEEVALUATIONPROCESS
table19.co.uk • @wearetable19 22
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?
Competition
Will this give us
differentiation from
competitors, giving
customers a reason
to stay/buy with us?
GREAT
IDEAS SIT
HERE
Brand
Is this creative true
to the brand - both
it’s look and TOV,
and in the promises
its making to the
audience?
THEEVALUATIONPROCESS
table19.co.uk • @wearetable19 23
A collaborative
approach is key
THEEVALUATIONPROCESS
table19.co.uk • @wearetable19 24
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.
THEEVALUATIONPROCESS
table19.co.uk • @wearetable19 25
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.
THEEVALUATIONPROCESS
table19.co.uk • @wearetable19 26
In exchange for this, there
are things an agency can ask
of their client.
table19.co.uk • @wearetable19 26
THEEVALUATIONPROCESS
table19.co.uk • @wearetable19 27
THEEVALUATIONPROCESS
…and
build on
what’s
wrong
That they
first look
for what’s
right in each
idea…
table19.co.uk • @wearetable19 28
And that they never, ever
start with ‘I think my boss
will/won’t like this idea’.
THEEVALUATIONPROCESS
table19.co.uk • @wearetable19 32
BONUS
BONUS
table19.co.uk • @wearetable19 33
WOW – THE
CREATIVES
MUST BE
AMAZING!
When I was new
to the industry
and I saw an
awesome idea, I
used to think...
BONUS
table19.co.uk • @wearetable19 34
WOW – THE
CLIENT MUST
BE BRAVE!
Then after a few
years, if I saw an
awesome idea I
used to think...
BONUS
table19.co.uk • @wearetable19 35
Now, if I see
an awesome
idea, I think... WOW – THE
CLIENT AND
AGENCY MUST
HAVE A GREAT
RELATIONSHIP!
BONUS
1 de 31

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The power of creative collaboration

  • 1. table19.co.uk • @wearetable19 1 image BETTER WORK. TOGETHER.
  • 2. table19.co.uk • @wearetable19 2table19.co.uk • @wearetable19 2 BETTERWORK.TOGETHER.
  • 3. table19.co.uk • @wearetable19 3table19.co.uk • @wearetable19 3 BETTERWORK.TOGETHER.
  • 4. table19.co.uk • @wearetable19 4 01 The agency didn’t give clients a complete story table19.co.uk • @wearetable19 BETTERWORK.TOGETHER.
  • 5. table19.co.uk • @wearetable19 5 01 02 The agency didn’t give clients a complete story The client didn’t know how to evaluate the work table19.co.uk • @wearetable19 BETTERWORK.TOGETHER.
  • 6. table19.co.uk • @wearetable19 6 01 02 03 The agency didn’t give clients a complete story The client didn’t know how to evaluate the work Neither agency or client approached the meeting with a collaborative attitude table19.co.uk • @wearetable19 BETTERWORK.TOGETHER.
  • 7. table19.co.uk • @wearetable19 7 In short, the agency and client weren’t working as a team. BETTERWORK.TOGETHER.
  • 8. table19.co.uk • @wearetable19 9 GIVING CLIENTS A COMPLETE STORY HOWAGENCIESCANHELP
  • 9. table19.co.uk • @wearetable19 10 Agencies should never just show table19.co.uk • @wearetable19 10 HOWAGENCIESCANHELP
  • 10. table19.co.uk • @wearetable19 11 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. FIRST THEN FINALLY table19.co.uk • @wearetable19 HOWAGENCIESCANHELP
  • 11. table19.co.uk • @wearetable19 12 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. FIRST THEN NOW THEY CAN SHOW THE END IDEA. BECAUSE YOU UNDERSTAND THE WHOLE IDEA. AND YOU HAVE A COMPLETE STORY TO TAKE TO STAKEHOLDERS. FINALLY table19.co.uk • @wearetable19 HOWAGENCIESCANHELP
  • 12. table19.co.uk • @wearetable19 13 THEY NEED TO START THE PRESENTATION WITH THE AGREED CREATIVE BRIEF, WHICH MUST ALWAYS BE THE SPRINGBOARD. FIRST NOW THEY CAN SHOW THE END IDEA. BECAUSE YOU UNDERSTAND THE WHOLE IDEA. AND YOU HAVE A COMPLETE STORY TO TAKE TO STAKEHOLDERS. FINALLY YOUR AGENCY MUST TELL A STORY THAT SHOWS THE INSIGHT THAT BRIDGES THE BRIEF AND THE END IDEA. THEN table19.co.uk • @wearetable19 HOWAGENCIESCANHELP
  • 13. table19.co.uk • @wearetable19 14 & We call it... ...and here’s how it works: Inspiration Idea HOWAGENCIESCANHELP
  • 14. table19.co.uk • @wearetable19 15 October 2014 TRY BEFORE YOU BUY
  • 15. table19.co.uk • @wearetable19 16 People’s everyday reliance on broadband means they’re reluctant to risk switching providers. Inspiration PUTTINGTHEORYINTOPRACTICE
  • 16. table19.co.uk • @wearetable19 17 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. Idea PUTTINGTHEORYINTOPRACTICE
  • 17. table19.co.uk • @wearetable19 18 PUTTINGTHEORYINTOPRACTICE “TBYB is currently the strongest performing national press creative to have run this quarter.” Andy Heatley “TBYB is currently the strongest performing national press creative to have run this quarter.” Andy Heatley
  • 18. table19.co.uk • @wearetable19 19 EVALUATING IDEAS IS AS EASY AS ABC THEEVALUATIONPROCESS
  • 19. table19.co.uk • @wearetable19 20 So, how do you pick a good idea? THEEVALUATIONPROCESS
  • 20. table19.co.uk • @wearetable19 21 There’s always a place for instinct. And the longer you work in marketing, the more you hone those skills. THEEVALUATIONPROCESS
  • 21. table19.co.uk • @wearetable19 22 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? Competition Will this give us differentiation from competitors, giving customers a reason to stay/buy with us? GREAT IDEAS SIT HERE Brand Is this creative true to the brand - both it’s look and TOV, and in the promises its making to the audience? THEEVALUATIONPROCESS
  • 22. table19.co.uk • @wearetable19 23 A collaborative approach is key THEEVALUATIONPROCESS
  • 23. table19.co.uk • @wearetable19 24 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. THEEVALUATIONPROCESS
  • 24. table19.co.uk • @wearetable19 25 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. THEEVALUATIONPROCESS
  • 25. table19.co.uk • @wearetable19 26 In exchange for this, there are things an agency can ask of their client. table19.co.uk • @wearetable19 26 THEEVALUATIONPROCESS
  • 26. table19.co.uk • @wearetable19 27 THEEVALUATIONPROCESS …and build on what’s wrong That they first look for what’s right in each idea…
  • 27. table19.co.uk • @wearetable19 28 And that they never, ever start with ‘I think my boss will/won’t like this idea’. THEEVALUATIONPROCESS
  • 29. table19.co.uk • @wearetable19 33 WOW – THE CREATIVES MUST BE AMAZING! When I was new to the industry and I saw an awesome idea, I used to think... BONUS
  • 30. table19.co.uk • @wearetable19 34 WOW – THE CLIENT MUST BE BRAVE! Then after a few years, if I saw an awesome idea I used to think... BONUS
  • 31. table19.co.uk • @wearetable19 35 Now, if I see an awesome idea, I think... WOW – THE CLIENT AND AGENCY MUST HAVE A GREAT RELATIONSHIP! BONUS