THE CREATIVE COURTSHIP Improving collaboration with agency Creatives

June 28, 2010

ABOUT US

Who we are Rebecca Silver, Art Director, MRM Worldwide

Eric Schlakman, Copywriter, Tribal DDB

How our agencies link with traditional counterparts • Digital arm

• Operate autonomously

• Share certain clients

• Each digital agency has different relationship with offline partners

OBJECTIVE

To improve Google’s relationship with advertising Creatives

Agenda • How agencies work

• How Google can help

• What Creatives have

• What Creatives want

• Raucous applause

HOW ADVERTISING AGENCIES WORK

THE CREATIVE PROCESS

1. Get briefed.

2. Brainstorm ideas.

3. Develop breakthrough concepts.

4. Present internally.

5. Sell to clients.

THE CREATIVE PROCESS + GOOGLE

First-to-market is important in digital.

Google is the pulse of that.

Google can provide Creatives the tools to create forward-thinking work.

Dont rely on Media to bring Creatives these things.

INTERNAL WORKFLOW

• Media is not always structured into the process.

ACCOUNT MANAGMENT

PROJECT MANAGMENT

STRATEGIC PLANNING

CREATIVE DEPARTMENT

HOW WE PRESENT TO CLIENT

• Presentations are typically led by Account Management and Creative

ACCOUNT MANAGMENT

PROJECT MANAGMENT

STRATEGIC PLANNING

CREATIVE DEPARTMENT

CREATIVES INFLUENCE MEDIA BUYS

We want you to influence us

• ie. Monopoly City Streets

WHAT CREATIVES HAVE

Sites we visit

• adsoftheworld.com, bannerblog.com.au, creativity-online.com, psfk.com,

adverblog.com, ffffound.com, hypebeast.com, adrants.com, gizmodo.com

Relationships with vendors • Production houses

• Ad media servers

WHAT CREATIVES WANT

CREATIVES WANT YOU.

You are sexy.

But sexy can be intimidating.

HOW CAN GOOGLE BE MORE APPROACHABLE?

STAY FRIENDS WITH CREATIVES

Google Labs

Creative showcases • www.goollery.org

• www.doubleclick.com/insight/gallery/index.html

Free stuff • Layered Android PSDs

• Sponsored Events

• www.google.com/agencytoolkit

SUMMARY

Creatives want you.

Creatives want your help.

Creatives want you to applaud after their presentations.