Saturday, June 13, 2015

Why working with creatives isn't working

Why working with creatives isn't working

I've presented this deck as part of the Holistic Young Planners Education for APG Belgium on April 21 2015, at mortierbrigade Brussel.

It's meant to help young planners improve cooperation with the creative department.
Published in: Leadership & Management, Marketing

Transcript

  • 1. WHY WORKING WITH CREATIVES ISN’T WORKING HYPE SESSION APRIL 21 Vincent d’halluin – SD mortierbrigade
  • 2. HELLO! I AM VINCENT @vincentdh
  • 3. WHY WORKING WITH CREATIVES ISN’T WORKING
  • 4. WHY WORKING WITH CREATIVES ISN’T WORKING
  • 5. Bernoulli’s  Equa/on:    
  • 6. Feynman Technique  •  Step 1. Choose the concept you want to understand. •  Step 2. Pretend you’re teaching the idea to someone else.  •  Step 3. If you get stuck, go back to the book. •  Step 4. Simplify your language.
  • 7. Good planners make complicated things simple. Bad planners make simple things complicated
  • 8. “A problem well-put is a problem half-solved.” John Dewey
  • 9. YOUR JOB SIMPLIFY
  • 10. Most briefs SELL MORE
  • 11. SALES ARE NEVER THE REAL PROBLEM
  • 12. Exercise: WHY? Define a daily life problem and keep asking why.
  • 13. SOLVE THE PROBLEM don’t answer to the brief
  • 14. WHY WORKING WITH CREATIVES ISN’T WORKING
  • 15. UNDERSTAND • The business • The problem • Your client • Your colleagues
  • 16. UNDERSTAND • The business • The problem • Your client • THE CUSTOMER • Your colleagues
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