Stuart Wilson - My approach to building and maintaining an effective creative department

1) What does the Creative Department do?(Strategy, approach & output)

2) How to engage with the Creative Department.(Deployment process & Creative Sprints)

3) How the Creative Department delivers work.(Process & teams)

4) Knowing ‘great’ work against ‘good’ work.(Attitudes, values & standards)

5) Tools to get started.(New briefing template)

Agenda

© Copyright S J Wilson www.stuwilson.co.uk

http://www.stuwilson.co.uk

What does the Creative Department do?



(Psychological, Emotional Response)(Appeal, Selling)

- Drive perception- Drive Cognition

- Touch Emotions - Persuade

(Awareness, Interest) (Learn, Educate)

Hearts Minds

Facets of Creative Strategy



Creativity involves two processesThinking, then Crafting.

(Get the idea. Make it work.)



Make it work.Get the idea.



Storytelling. Craft. Technology.Our domains



Our remit

1) Providing Inspiration & 2) Taking Direction+


There are two areas of creative function;

We create vision for youWe provide inspiration

We realise your vision We take direction+


Vision </creates> ImpactVision is the art of seeing things invisible.



How to engage with the Creative Department



Scoping meetings - Invite the creatives!



The creative team

What creatives need to start work:The What? By When? & How? much?

AM’s & PD’s must supply three things to start work: a) A signed off briefb) A timing planc) A detailed budget



Timelines & MilestonesTypical creative sprint:- Create something- Share your ideas liberally- Discuss- Critique- Refine


Mon Tue

14 hrs 14.5 hrs 7.5 hrs1st

W.I.P.Interim

9:30ambriefing

4:30pmCatch up

4:30pmCatch up

5:00pmCatch up

2ndW.I.P.

Interim

FinalInterim

Wed Thu Fri


How we give you what you want



The creative process

1) Strategy 2) Creative 3) Production



The Seven Stages of Award Winning Process

Clarify Problem & PurposeDiscovery & IdeationAsset GenerationDesign & BuildDeliveryFinal Asset ImplementationEvaluate & Verify

1234567



KEY (alphabetical)AM = Account ManagerDP = Design ProductionDEV = DeveloperLC = Lead CreativeLS = Lead StrategistLT = Lead TechnicalIM = Innovation ManagerPD - Product ManagerPM - Project ManagerQA = Quality Assurance TechnicianRM = Resource ManagerUX = User Experience

Phase 1 - Clarify Problem & Purpose

A) BRIEFING• Client Brief / RFP• Kick-off Meeting = LC LS AM PD PM

Phase 3 - Asset Generation

C) PRE-PRODUCTION• Pre-Production Meeting = LC LT LS AM PD PM RM• Asset Acquisition / 3rd Party Art Buying• Data & Media Confirmation• Technical Planning• Engage External Partners

Phase 4 - Design & Build

D) CREATIVE PRE-PRODUCTION• Creative Pre-Production Meeting = LC LT LS AM PD PM• Visual Design Development = LC LS UX DP• Copy/Messaging Development = LC LS• UX/UI/IA Development & Specifications = LC LT LS UX

Phase 5 - Delivery

E) PRODUCTION• Production Briefing = LC LT LS AM PD PM RM• Artwork Production = LC LS PM RM• Back-end/Front-end/Testing = LC LT LS AM PD PM• Artwork Sign Off• QA Sign Off = QA• UAT Sign Off = LT QA AM PD PM

Phase 6 - Final Asset Implemention

F) EXTERNAL PRODUCTION INTEGRATION & DEPLOYMENT• Creative Proofs / Final Edits = LC AM PD PM• Print, Video or External Production = LC PM• Data = LC AM PD PM• Final Tech Sign Off = LT QA

GO LIVE DATE

Phase 7 - Evaluate & Verify

G) POST LAUNCH• Post Project Review ‘Wash-up’ = LC LS LT AM PD PM• Evaluation & Results• Maintenance

Phase 2 - Discovery & Ideation

B) CONCEPTS & SCOPING• Write: 1) Brief 2) Statement of Work• Communications planning• Innovation planning IEX / Hack / Lab• Experience Planning• Data & Media Planning• Develop Creative Concepts & UX Approach• Creative Review = LC LS AM PD PM• WIP Meeting = LC LT AM PD PM• Refine: 1) Creative Concepts & Prototyping 2) Finalise Statement of Work• Client Review• Concept & Approach Sign Off 6

5

41

2

3

7

It takes a team to build an experience.

Minimum three person team


MavensHipsters

ConnectorsHackers

SalesfolkHustlers



3 Person ‘Campaign’Creative Team

3 Person ‘Product’Creative Team

Art Copy

Innovation

Brand UX

Innovation


Knowing ‘great’ work against ‘good’ work



Projects that are about a labour of love, by their nature, distinguish themselves

from the mediocre.

The courage to care


Outstanding work wins awards.Be brave


Our standards scale:Multimediocrity, Competence & Excellence

33% 66% 110%



1. Is it fresh and original?2. Is it fun?3. Is it simple?4. Does it accomplish something good for the client?5. Does it communicate?6. Does it break through the clutter...does it have stopping power?7. Is it beautiful?8. Is it smart?9. Is it entertaining?10. Is it relevant?11. Is it bigger than the brand?12. Can you explain why this is a great piece of work?13. Does it make the consumer connect with the brand?14. Will it stand the test of time?15. Would you put your name on this piece of work?

Knowing great work - ‘why it won’

33%

66%

110%

Mediocre

Competent

Award winning



Tools to get started



The most important piece of paper in the building.The Creative Brief, The Product Brief and The Amends/Task Brief. We believe a good brief is a springboard for the creative idea.

The brilliant brief

A good brief is also a treasure map.



The brilliant brief

a) The Creative Brief b) The Product Brief c) The Amends/Task Brief


The most important piece of paper in the company

Creative BriefPage 1/2

1. What's the challenge & opportunity?

2. Who are we talking to and what matters to them?

3. What do we want the person to think & feel?

4. Why should they believe it?

5. Mood/tone/behaviour

6. What is the single most important thing we want to communicate?

7. Where will we look to engage them?

8. What does success look like? (KPI's)

9. How do we bring this to life? (What are the Brilliant Basics? What are the Wow Moments?)

Continued overleaf

Client:

Project:

Date:

Client contact:

Our contact:

Version:


Task BriefPage 1/1

Client Feedback

Internal Feedback

When is this required by?

Client:

Project:

Date:

Client contact:

Our contact:

Version:


Product BriefPage 1/2

1. Background

2. Objectives

3. Requirements

4. Target Audience

5. Stakeholders

6. Technical Considerations

7. Creative Considerations

8. Dependencies

9. Other notesAny other details not covered above that are relevant to our response.

Continued overleaf

Budget Key Dates

Client:

Project:

Date:

Client contact:

Our contact:

Version:


You know what the Creative Department does.(Strategy, approach & output)

You know how to engage with the Creative Department.(Deployment process & Creative Sprints)

You know how the Creative Department delivers award winning work.(Process & teams)

You now know the difference between ‘good’ work and ‘great’ work.(Attitudes, values & standards)

You know how important the brief is in creating award winning work.(Briefing templates)


To recap…


Stuart Wilson - My approach to building and maintaining an effective creative department

Marketing

Transcript of Stuart Wilson - My approach to building and maintaining an effective creative department