creative @ somo education piece - short version 11/9/14

1) What does the Somo 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)

Get the idea. Make it work.

© Copyright and Confidential September 2014

Agenda

What does the Somo 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 processes Thinking, then Crafting.



(Get the idea. Make it work.)



Get the idea.

Make it work.



Make it work.Get the idea.

Storytelling. Craft. Technology.



Our domains

Our remit…There are two areas of creative function; 1) Providing Inspiration and 2) Taking Direction



We create vision for you We realise your visionWe provide inspiration We take direction

andand

Vision </creates> Impact Vision 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 brief b) A timing plan c) A detailed budget



The creative sprint

Timelines & Milestones



Typical creative sprint: - Create something - Share your ideas liberally - Discuss - Critique - Refine

How we give you what you want



The creative process

1) Strategy 2) Creative 3) Production



The creative process

The Seven Stages of Award Winning Process

Clarify Problem & Purpose Discovery & Ideation Asset Generation Design & Build Delivery Final Asset Implementation Evaluate & Verify



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KEY (alphabetical) AM = Account Manager DP = Design Production DEV = Developer LC = Lead Creative LS = Lead Strategist LT = Lead Technical IM = Innovation Manager PD - Product Manager PM - Project Manager QA = Quality Assurance Technician RM = Resource Manager UX = User Experience

The creative teamGet the idea. Make it work.


It takes a team to build an experience.

Three person team

Mavens Connectors

Salesfolk

Hipsters Hackers

Hustlers



The creative team

Knowing ‘great’ work against ‘good’ work



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

from the mediocre. Outstanding work wins awards.

The courage to care



Be brave

Our new 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 a great ad? 13. Does it make the consumers care about the brand? 14. Will it stand the test of time? 15. Would you put your name on this piece of work?

Creative culture Knowing great work- 'why it won'Get the idea. Make it work.


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



You know what the Somo 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. (New briefing template)



To recap…

Partner with usCollaborations are born out of experiencing a complementary talent of

another individual - the very way that partnerships are formed. Anyone who has ever succeeded did so with the help of someone else.

Achieving brilliant things is collaborative and always will be.

Q&A

creative @ somo education piece - short version 11/9/14

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