a new way of makingSeptember 19, 2011

“Nobody reads ads. People read

what‟s interesting and some of it

happens to be advertising.”

-- Howard Luck Gossage

People do what‟s interesting. If we‟re lucky,

some of it happens to be advertising.

1. There’s always been and always will be

the first moment of transformation (aka

cracking the idea).

2. But equally important is the second

moment of development.

- What does the idea do + What could people

do?

Two “moments.”

People over process.

1. New global frame of reference.

2. Global Creative Brief Template

- Cracking the idea

3. Guide to Creative Orchestration

- What does the idea do + What could people

do?

Our deliverable.

• Say

• Linear logic

• The insight

• Set template

• Creative

“check-ins”

A new frame of reference

• Do

• Lateral logic

• Insights

• Open source

• Creative

orchestration

1. Solve the problem behind the problem

2. Reframe the category in a novel way

3. Characterize the consumer through

community, culture and context

4. Deliver insights that are transformational

truths – not merely observations

5. Outline a brand purpose that has action at

its core

A good brief must...

Cracking the idea.

(aka the first moment of

transformation)

Reframe Beyond

Reason How do we change the

frame of reference around

our brand?

Category

ContextWhat is the problem

behind the problem?

Brand Purpose(a POV on the

category and life)

Brand TruthThere‟s a lot to love

about Brand X. What

have we

left on the table?

Cultural ContextWhat do we need to know

about people in culture and

community?

Why are we doing this?

Client‟s take on the situation in a nutshell.

OUR DELIBERATE APPROACH

1) More iteration in development, less of those endless

rounds post client presentation.

2) Defined purpose acts as magnetic north for future

activity – evolution not constant reinvention

3) Creative executions focused on defined narrative/roles -

no more „blowing it out‟

4) Participation delivered quickly by having an idea that

meets people halfway

5) Quality of briefs improved through global planning

resource

Outcome – Better Faster.