Image by antitezo via Flickr
Is it possible that a creative agency can build a pipeline of new business without having to respond to RFPs as a means of finding new leads?
Two articles in my RSS feed today struck me today as being relevant to this topic
The first is a slide deck from the excellent Courtney Pemberton and Tom Ross
Where the presenters contrast Schipul - a 37 person web development firm who do low-budget websites and lots of them; with Four Kitchens a 12 man operation whose average web development budget is $250,000. Which firm would you rather do new business development for? I know my response!
And the second is a USA Today expert opinion from Steve Strauss. He details the hideously comic-if-it-wasn’t-so-awful conference call with a web development team who fail to deliver even a basic understanding of their prospective client’s business. I am sure it happened just as he recounts
•They internally scheduled the wrong time for the call (we are on the west coast, they were on the east coast).
•Once the call started, 15 minutes late, two of the folks on their end couldn’t find the website we had asked them to review with us on the call.
•The boss was not on the call at the start and they scrambled to find him.
Finally, 10 minutes into a call that was already starting 15 minutes late, the boss jumped on the line. He didn’t really know the purpose of the call, or who I was, or what we were doing, and so asked “So just what is it you do again?”
Are you disorganised in your new business process?
Making new business happen is one of the 7 steps in our new biz dev process. Internal team management in advance of and during briefing calls is a ‘hygiene’ factor. It is necessary as the underpinning to a solid new business pipeline.
Reading John McTigue’s lovely rant about How to shop for inbound marketing services made us smile. He is a client side marketer. He says all the catch phrases we spout “partnership” and “lasting relationship”. But read carefully and agencies cna learn how best to present themselves to a new client.
He writes
The companies and people who seek our services are woefully unprepared for the relationship building, which starts at the first conversation.
Think back to your most recent meeting with a new prospect. What do you ‘normally’ do at that event to start building a relationship?
John’s advice is “Listen to your partner.”
Back in the day, every marketing manager loved using an RFP or a competitive pitch as a way of gathering free ideas that they could implement themselves – sometimes without hiring the agency. But it’s different now.
If you’re serious about winning new business through RFPs you, as the agency, must also learn to listen for the real briefing.
Hearing what the client is saying
John continues in the blog, writing
“They should be telling you roughly what it will take in manpower, time and resources to achieve your objective. They should be able to tell you a range of monthly expenses you will need to get there and what the process will look like”
What this means is you, the agency, knowing exactly what it will take to get the client to the marketing successes he craves – be honest. Tell them the real cost – and do it before you ask about budgets.
Do you?
My check list for first meetings
- I need to know how experienced a buyer the new prospect is – I want to know whether s/he really knows what marketing communications can do and can deliver or if it’s just a ‘catch-phrase’ with little real understanding behind.
- How well does the client know what s’/he wants? Can they articulate real business goals and what do they know about the different inbound marketing techniques that will achieve the goals?
- Do they have a realistic idea about the time, effort and costs it will take to achieve those goals?
So, next time you go off for a first meeting – take a little check-list with you and evaluate your own performance!
Good luck
]]>Online marketing – two case studies to show you how to do it yourself All businesses know that they need to have a website nowadays – but are you ready to start using that website proactively for your own marketing? It is not easy translating traditional marketing onto the internet. At this free lunchtime seminar, Rebecca Caroe of Creative Agency Secrets will show off two client case studies where traditional marketing was migrated onto the internet. • Business to business (APC Technology – a rugged computer manufacturer) We want you to come away from this with ideas that you can use for your own marketing. Illustrating online marketing with two case studies and a question and answer session, you will be able to adapt these methods for your own business. You will learn: 1. How to find a niche to show off your company’s expertise or specialism Pizza will be provided (vegetarian and meat lovers) and we hope that a lively discussion will follow the short presentation enabling all participants to learn from each other and come away with actionable ideas for their own business. Places are limited to 40 so please book Dates: Monday 29 August 2011 If you want to send Rebecca questions in advance, email her Rebecca@creativeagencysecrets.com REGISTRATIONS & MORE INFORMATION E Sarah Lincoln at sarah@osea.org.nz IMPORTANT The Otago Southland Employers’ Association reserves the right to add, withdraw, reschedule or substitute presenters and/or vary advertised programmes. Should the seminar fail to attract a minimum number of participants, we reserve the right to cancel it. Confirmation of your attendance will be emailed no later than 48 hours from registration. If you don’t receive this, please contact us. |
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| Otago Southland Employers Association, 16 McBride St, PO Box 473, South Dunedin Phone: (03) 455 5165 | Fax: (03) 455 2181 | Toll free: 0508 656 757 info@osea.org.nz | http://www.osea.org.nz |
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Nick Burcher is a super star… but I didn’t know that when I first met him. We had coffee together and he gave me very early advice on setting up this blog and since then I’ve followed his work.
Nick’s latest views are about the integration of advertising, marketing and social media in the context of the internet being the central plank of a brand’s marketing, recommendations and opinion-formation with audiences.
This is a really important part of comprehending how the “Old” marketing techniques are migrating to the “New”. For example, do you know how to change your communication methods so that your “old” customers are not alienated by the “New” tools and so that the “New” tools can sit comfortably alongside “Old” styles?
Nick Burcher's Paid:Owned:Earned
Take a look at the image here. This is Nick’s thesis.
There are websites whose purpose is based on payment (brands pay to advertise on them); there are others where brands own the information up there (mainly content-led) and lastly there are others where brands have earned the right to be listed.
Note that some sites (Facebook, Twitter) are listed in all three categories…. this is a really important part of the paradigm.
Your Brand needs to have communication strategies that work in all three contexts, and uses the feedback arrows at the top and bottom as well as in the ones middle of the diagram.
Here is the strategy we use for a client, Rowperfect. They sell rowing sports equipment.
Paid: Google adwords and other sports sites who carry banner adverts.
Owned: Blog content, You Tube videos, forum discussions, Twitter feed, Facebook page.
Earned: followers on FB, Twitter, YouTube and others linking back to the Owned
I was delighted to watch this video where Nick sets out the lessons behind the simple headline “Paid-Owned-Earned”.
Does this have resonance for your brand strategy? Where do you think there may be issues or conflicts with traditional brand-led marketing?
New Trends in Digital Advertising [exclusive video] from Hayko on Vimeo.
Related articles
- Paid Owned Earned – how it works [image and video] (nickburcher.com)
- Paid Owned Earned: Paid Owned Earned on Star Wars Day – VW The Force and Blackberry (huguesrey.wordpress.com)
- Advertising’s Future Is 3 Simple Words: Paid. Owned. Earned. | Story Worldwide (huguesrey.wordpress.com)
- Separate content from platforms (beingpeterkim.com)
Image via Wikipedia
There was a once a time when global brands selected their marketing and advertising departments on their creative ability and trained them in the philosophy of business. The most successful staff members were the ones with the most unique ideas which would push their brand to success.
This last sentence is still true these days, with one exception, the internet has allowed for the most successful and unique ideas to come from anybody around the world. No longer must you work as a ‘staff member’ for a company or brand to have your creative ideas fulfilled, nowadays it’s as easy as entering an online competition or registering on a website.
Sharing brand ideas
Take video sharing specialist, Tongal, for example. This website gained global attention last year when it entered in a US based initiative programme where “emerging” companies were asked to submit entries detailing their unique tools and services. This programme secured over 400 entries, and one of the winners was Tongal, who are now participating in a project for Brisk Tea.
The irony of this is that Tongal, itself, is a competition based website which allows anyone around the globe to enter their skills in creative thinking, filming, pitching and testing products.
Do brands need creatives?
It would seem that to work in the marketing department for a global brand in this day and age, you don’t need a creative bone in your body; you just need to know how to run a competition and recognise a great idea when you see one.
PepsiCo, the food and beverage giant, recently launched a competition very similar to the one in the US which found Tongal. The project, called PepsiCo10, asks “emerging” companies to submit entries detailing their unique tools and services by mid-July 2011. The primary fields of interest include social networks, mobile marketing, location-based properties, digital video, gaming and “learning” platforms.
“PepsiCo10 will bring value to our business by ensuring that we are at the cutting edge of whatever digital and social media technology is out there,” Peter Charles, a PepsiCo marketing manager, said.
This movement to ‘hunt’ the globe for great creative ideas is gaining more and more popularity, and so it should. Essentially, everyone wins, the brand gets the creative ideas they want for a reasonable price (PepsiCo is offering £10,000 to the winner), the winners or top entries get recognition, make contacts and gain experience in how to pitch winning ideas and the public get to see the most cutting edge, unique and creative advertising and marketing campaigns from sources which otherwise, would probably have never surfaced.
Other brand contest sites
A leading agency in this ‘buy an idea’ movement is idea bounty, a website that that allows clients to ask the world for creative ideas in exchange for a reward, or Bounty. The clients review the submissions and select the best Idea as the Bounty winner. Clients can only use Ideas that they’ve paid a Bounty.
And what about Swagapalooza - turning it round this is new products pitching bloggers with large followings. A product in search of an audience…. creative? Innovative? Worthwhile?
What does the marketer of the future DO?
Are we heading towards a future where a marketing departments primary job will be to select winners of competitions for creative ideas? As bad as that sounds for all you marketers out there, I think the answer is probably even worse. Why even have a marketing department for that task when people can submit their entries online and have the public vote for the creative idea they want to see actioned the most.
Be warned – The End is Nigh!
11 Crowdsourcing websites:
- 99 Designs – graphic design
- IdeaStorm - ideas
- CrowdSpring – Graphic design
- CrowdWorks – more for corporates
- Brandstack – logos
- InnoCentive – problem solving for businesses
- Spudaroo – specialist for copy writing
- AdHack – advertising experts who’ll write your next ad for you
- Brainrack – a brainstorming site
- NamingForce – to name your product
- Clipik – video editing
Related articles
- Is spec work evil? (creativeagencysecrets.com)
- PepsiCo and Highland team up in hunt for ten new social media hits (telegraph.co.uk)
- 10 ways of crowdsourcing your needs or talent (the10most.com)
- Evil Genuis Finds Case Study in her Pepsi (inc.com)
- Mashable Teams With PepsiCo To Find Europe’s Most Promising Startups (mashable.com)
How big does your company need to be before you use marketing professionals?
For brands who are growing and becoming profitable there comes a time when you choose to professionalise your marketing. Many businesses decide at this point that they have two choices: to hire a staffer or to buy in expertise from an agency.
Why you need better marketing
The needs are clear – you want more traction with your marketing, you suspect that there are better ways of doing promotion and marketing to get inbound leads and you can afford a budget just for marketing. These are good signs.
You have identified clearly that your brand has a need and the possible shortcomings of your current set-up.
Hire versus buy: the dilemma
There are advantages and disadvantages – the internal member of staff will need to have well-rounded skills in a range of marketing disciplines (web, advertising, PR, copywriting, print design) and therefore a senior hire with this range of skills is more expensive than a junior.
Using an agency also requires decisions about their skills and area of expertise compared with the type of marketing and communications activity your brand has done in the past or plans to do in the future.
Costs are usually the determining factor
It may be less costly to hire external advisers compared to the cost of a senior member of staff – compare the full cost of hiring and paying (including office costs) a new senior marketer with the price an agency would charge you.
Have a couple of ‘chemistry’ or getting-to-know-you meetings with local marketing agencies and ask their advice. Also ask to speak to a couple of their recent clients to see if they also made the same transition.
A third option worth reviewing is using a freelancer. You don’t have the full hire costs of a full time person but can often get very experienced people at lower fee rates. Check out the freelance hire websites like eLance.com and Freelance.com, Freelancer.com and guru.com. I’ve successfully hired people for my agency and for clients using eLance.
Creative Agency Secrets has two current clients who use us for mentoring work. They hired a junior marketer and we speak weekly to review their work, priorities and give guidance. Could this work for you? Give us a call – we always offer a free 20 minute first call.
In the meanwhile here are a few other articles that may help you figure out what to do
- Advertising – do it yourself or hire
- Hire a PR firm or do it yourself?
- Do it yourself internet marketing, or hire
- Hubspot offers inbound marketing tutorials for people using its website / content marketing system.
- Read Creative Agency Secrets’ assessment of Hubspot and how to do it yourself
- SEO do it yourself or hire a professional
- Small Business marketing – DIY or hire a pro?
- Web design – do it yourself or hire someone
- DIY or hire a market research company?
Getting fabulous creative work from your marketing agency depends on the brand team giving the best possible brief to set up the work. Writing down what you want from your campaign and collaborating with the agency to agree the full terms of reference for the work you are commissioning is of the utmost importance.
You may be finding a new marketing agency to work with or briefing in new campaigns for your existing agency.
Both require communication of the utmost clarity.
And so whether you are a brand who uses agencies; a brand who has an internal marketing department or an agency wanting to use best practice with your brand clients, here are two slide decks and a blog post which will help you to write the best possible creative brief.
Thanks to Dare who created this slide deck as a training event for their internal staff.
How to write the brief
- Brand Proposition – what is it?
- What do we want to achieve?
- What is the one key insight?
- What do we want people to do?
- How should we tell them?
- Why would they?
In the deck the authors show good, mediocre and poor ways
B2B marketing briefing rules are different
How much do marketers and their agencies need to know about technology. Code is now on a par with content.
- Allison Mooney, head of trends and Insights, Marketing Google
- Ben Malbon, Director of Strategy, Creative Lab Google
- Matt Galligan, SimpleGeo
- Rob Rasmussen, Tribal DDB
- Rick Webb, The Barbarian Group
#agileagency
How much do marketers and their agencies need to know about technology. Code is now on a par with content.
Rasmussen - campaigns aren’t dying but seasonal work continues. Campaigns work on top of the platform of engagement. We try to do it backwards – all the funding is against campaigns especially media buying not spend on platforms.
Webb - Platform = brand; Campaign = products
Malbon - at BBH we tried to dismantle the “masterpiece mentality” of it had to be perfect before we show it to colleagues let alone clients. Tech companies are better at killing stuff that doesn’t work.
Webb - campaigns are humdrum.
Malbon - Tech companies make things that last much longer than a campaign, which lasts 5 minutes
Mooney – creative is being tested on YouTube by BMW.
Rasmassen - it’s almost backwards to create it and later push out to channels… reverse the order the core idea rather than individual executions.
Galligan - FourSquare and Amex combined deals so Amex built a tech platform to enable this it’s more than a campaign because it uses multiple platforms and FourSquare happened to be launch partner – they’ll extend it to others later. It was an experiment the first implementation. Take interesting bits and remove the poorly performing parts and go on. Software companies have one core concept we stick to one thing that we do.
Webb - software companis need marketing and Brands can’t take it back like software can.
Galligan - Marketing is every aspect of what you do as a tech company. E.g. Twitter began as Twittr and was a hideous purple website. Someone turned that brand round. The danger is to think the core product is what matters. We market as a consumer internet comp[any even though we don’t deal with consumers
Malbon - Three things in summary
- Software companies need agencies to capture and distill the culture. Because inside tech the world is your company. Agencies can do this and understand who you’re designing for.
- Importance of having untethered creatives around the place inside tech cos. The best agencies have random crazy people who think Tech has too many people who are samey.
- Agencies push tech companies in directions we could never have thought of. Brining the two worlds together is great. Tech can be used to create magic plus agency crazy thinking person.
Also covered by RachCreative
Related articles
- Do Agencies Need to Think Like Software Companies? (adgeek.us)
- SXSW Day One Delivers…Everything (adrants.com)
Can you app your way to better health? Of the apps downloaded 26% are only used once and a tiny percentage use them. Few medical apps have FDA approval but they are going to require this – approved ones are airstrip, mobile medical imaging. Are apps changing behaviour?
- B.J. Fogg @bjfogg Director of the Persuasive Technical Lab, Stanford teaching persuasive design
- Jane Sarasohn-Kahn @healthythinker Health economist working sometimes for Edelman
- Margie Morris @margi-emem – Senior Researcher at Intel, clinical psychologist
- John de Souza @john_desouza President & CEO of MedHelp – the largest online community and medical app site
- Gigi Peterkin @gigi_peterkin – VP Digital Health Edelman
#healthapps
Is there one landmine to consider when delivering a health app?
Fogg - sloppy thinii9ng about behaviour change – there are about 15 types. Each is different.
Sarasohn- Kahn - apps that focus on the individual are data silos – the real value is when these can connect to other kinds of data in the health ecosystem so the clinical record can be connected to the objservstions of daily living
de Souza – the focus should be on consumers not on patients.
Morris - assumption that people set health goals and follow them in a logical and steadfast manner. There’s a lot of variation in motivation – we need to address social factors here.Sarasohn-Kahn - There are around 8000 health apps. The Mandala of health slide. around the person is transport policy, family, spiritual life – all drive health. Health can be complicated – you may want to track many things in a day e.g. diabetes. More chronic diseases means you seek health information online less = dis-engagement. Health app users are mostly young and don’t have a high burden of chronic conditions. Edelman health engagement study.
de Souza – everything is mobile now. Patient needs Research: #1 request is better ways to communicate with your doctor – people want this. They also want an awareness “where am I compared to other people?”, third is a baseline so I can track periodically.
Fogg - focus of health behaviuour – Managaing chronic conditions, preventing diseas, optimise wellness. Personal, peer or professional. Slide 3×3 of health tools. There were few social peer apps for maintaining health and less for support group for chronic group peer. There are clinicans using diagnostic apps. Shows where the opportunities are. The money is on the left side of the slide.
Morris- consistent and persistent behaviour change is rare. Apps to address mood – uses experience sampling and physiological sensor work to indicate stress – great video. Congnitive Therapy to get people to assess if they are over-reacting. Peer tools for mental health.
De Sousa – apps need to be relevant to both the user and the caregiver/doctor. Find the engagement and keep that use up. It has to be inclusive and on multiple dimensions – holistic. Nike shoe app – when you get injured you can’t use it and the Nike person got depressed and I ‘killed the avatar’ because I was swimming not running. When they use the app and if it fails or they can’t understand it the first time they use it you’ll lose them for ever.
Fogg - Behaviour change – epiphany, new context, baby steps. Designing for baby steps and succeed your self-efficacy goes up and you change the context of your life. 7 words Trigger the Right Sequence of Baby Steps. It’s very hard to do. konw the goal and find the baby steps to get there…. it’s a huge idea. There are systematic ways to plan for these and design for them.
Sarasohn-Kahn – The health system – how can these maintain momentum? You have to develop apps with users. The most effective tools and apps have to be user-centric and user crowd-sourced. Incentives to people adopting tools/apps think about the mandala of health. The 2 financiers in US – employer-based private system; [looking at prevention and wellness and new ways of buying and designing plans value-based benefit design using lifecycle. Churn is no longer an issue. Employers want productive and present staff – use tools to engage with their health. In the public sector this will be bolstered by in-health reform by a provision in the Act that Hospitals won’t get paid if they get re-admitted after a first discharge for Medicare patients. They are responsible for keeping them healthy at home after discharge. Work collaboratively with the hospital to adopt tools at the home measuring e.g. CHF weight – a scale that bluetooths the weight to the doctor or coach’s office daily. Home will be the hub of health – TV companies are doing pilots for whole-health programmes. M-health apps will be necessary but not sufficient – part of the tools and incentives.
Morris - what is the role of doctors families and friends in motivating behaviour change? There are many ways social network apps can expose people to positive influencers and role models who aren’t close family members or friends. These have a long way to go. people are starting to use FB to deliver interventions to networks not individuals. You will have a broader impact if a person’s network changes they can make and sustain changes.
de Souza – when you track you get better results. If you include others you track for longer. If you include professionals you get the best results out of that… Doctors say an app has to be medically relevant as well as the consumer’s need. Learn from finance – what you show the doctor has to be different from the end user. What view does a doctor want? A huge personal health record is a liability especially if I don’t read all of it. But if you show me 1 thing relevant to my specialism then I can work with it.
Fogg - we are in the ‘friendster’ stage of the industry for m-health. We haven’t seen the FB of mobile health. I don’t think a monopoly will emerge for health. The traditional health companies probably won’t lead these changes. Ways to innovate in this space – the creators and the subject matter experts are divided so overcoming this is important. Adoption and use are working – but are they changing behaviour? The startups and medical researchers are not connecting enough.
Questions
If we got gamers engaged in the design stage could this improve apps for health
Startups have issues with heavy regulation and long medical decision making timescales
de Souza - now that we have mobile it’s easier if a consumer can go to a doctor with something in their hand then the question comes back what is this can we have it too? Get consumers involved. Fogg - get evidence and show this to insurers and providers who are eager to go with something… they won’t go with it until there is proof. They need the confidence of a pilot.
What is the role for a hospital to do these things?
Sarasohn-Kahn – the most powerful thing about mobile is it’s both social and local. This is what a provider needs – you serve a community bond patients to local providers (Kaiser with green markets). de Souza – beware the Trojan horse – just get the adoption e.g. Microsoft Healthvault pushed Silverlight in order to get it = resistance.
Should we pay people to be compliant?
Fogg – I am not a fan of that. I like tiny successes in a row. building the momentum of success and mark the success (not with cash). This helps to create habits. Maybe use cash to get one-off actions. I’m not sure there is a big difference between intrinsic and extrinsic motivations. Look at Qurora, Farmville for recipes of behaviour change to build your app not starting from academic research papers. De Souza - using gaming versus paying in virtual research. We gave stars and when they went to the next level they got different coloured stars and it motivated well.
Have any apps been defined as a medical device? (works for Novartis)
Saraohn-Kahn - regulation. spoke to FDA informally and they think that apps are either informational or prescriptive. The informational are fair game. If they are prescriptive and may lead over to the device area – talk to the lawyers.
Photos of some of the slides presented
- Hashem Bajwa – Director of Creative Strategy Droga5
- Nick Parish – Contagious Spirit a consultancy for non-traditional marketing
- Ty Montague – Co-collective a story-led innovation collective
- Alessandra Lariu – Creative Director McCann Ericson NYC
- John Wimsatt – the CLIENT! Verizon for wired line residential business
#sellideas
How do you sell
Wimsatt: Motivation – if you have an idea does it solve a business need? does it fit, does it work? As well as the pitching person. I have 12 agencies on our rsoter and they are different. Some agencies have a big idea and it’s always a big increase of scope and reach and it affects my view of risk…. even if the best intentions are there.
It’s a handful of people only 5/6 people can win the business and you know who they are. We listen when they come to talk to us – show over time they have our best interests at heart. Beware self-serving recommendations.
With certain agencies it’s always about new business – but credibility should find solutions to fit the business challenge. The pitch is very important – for an unsolicited idea – the power of the individual needs to be considered. Who has the passion for the idea? It’s not necessarily about the team. The owner of the idea should pitch it.
Montague: I was involved in some innovation and it was ‘nice to have’. But now the past is discontinuous with the future so innovation has changed – it’s now a must-have. Clients of scale must now innovate. This was what motivated me to jump out.
Bajwa – clients are still asking their agencies the same questions. You do want great ideas – but that’s a mixed bag. Even if clients really believe in that it doesn’t always happen.
Wimsett – who said, what did they say and why did they like it? that’s what Verizon needs. Should your house internet always be high speed? Is it on demand or on delay? If we can solve this is creates a huge lift in sales. Change the metrics.
Parish – agency people continue to make traditional work and I felt “Do not give us another 30 second commercial”. These solutions are no longer as right for business.
Question: how do clients deal with collaboration with multiple agencies?
Winsatt – we have a lot of specialist agencies – for me it’s the idea that matters. I can work out who does the work and how we exercise the idea. When we do the briefing exercise it’s for everyone. I keep track.
Montague – there is a confusioin between on and offlien. So we built a platform that helps clients create collaborative work groups to get the job done.
Bajwa – so many agencies pitch using powerpoint. We worked with the Bing product people long before we pitched the project and we’d already worked out how to make it before they signed on the dotted line. The process of making something is really key to selling it.
Parish – how much would you spend on speculating something like that?
Bajwa – we have a portfolio of people and we ‘cast’ the right people to make the project work. Sometimes a simple prototype will be enough and othertimes it’s a complex one.
Wimsatt – we had different agencies doing different things and we centralised our agency resources, site, search, usability, media planning – it’s made a huge difference to our business online. Our business challenge was accountability. Bringing the people together meant that new targeting – pushing personalisation right now. It’s not a project it’s a strategy cos it feeds back to creative development, how you purchase media. We have a bonus structure based on quantitative business objectives for our agencies.
Laria – some briefs reflect a media buy rather than solving a problem. How do you start right?
Parish – there’s a difference between unsolicited ideas and solicited briefs.
Bajwa – JayZee wanted to launch a book in a big way. The brief was how to meet his target of young people who generally aren’t interested in books. The other half of the programme was unsolicited and MS are asking their agencies what they wanted – we took JayZee to them that we thought was the right thing for them. Two different clients that together we made a new programme to suit both of them.
Parish – “cockroach ideas” that don’t die. Get them in and create tangibility.
Montague – I find ideas like that unsatisfying (Nike’s chockpot?). It’s important to go in through loopholes at clients. Stop always going in through the marketing door to get innovations to occur inside corporations. They are struictured for a non-networked world – the process of getting new structures born inside clients and getting in through the design, R&D doors alongside the marketing department but outside the marketing department’s critical path. Tenacity drives innovative ideas through – they are relentless about making it happen.
Would JayZee’s book have done well without the campaign?
if doing something in a new way is a behaviour that we want to promote and reward people for. Inside organisations this is true too.
Bawja – risk – in agencies there is often a recognition of risk. Smaller thoguhts, cheaper and quicker and it may surprise you that later becomes a bigger thing. We are not good at that.
This was a lazy panel, not chaired well and just worked off questions from the floor. It felt too unprepared. Alessandra Lariu – Creative Director McCann Ericson NYC was not a good chair -she waffled her questions and they were vague and too long-winded. I find it hard to believe she’s a creative director as she’s very inarticulate.