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Sleek Solutions Creative audit
WHAT THIS AUDIT COVERS (AND MORE) ✓ Strengths and vulnerabilities? ✓ Rates ✓ THE Modern Agency ✓ Freelancers ✓ Higher Creative Potential ✓ Global VS Domestic ✓ Creative Briefings ✓ Project Management ✓ Structure ✓ Rebrand as Milk Money? ✓ Presentation of Work ✓ Video Content
STRENGTHS & VULNERABILITIES
STRENGTHS ❏ creative team is full of high caliber, talented people across all areas of creative. ❏ Overall the work is tight and has tremendous potential to be honed and sharpened. ❏ Team members really care about the work, the company and its future.
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WHAT STOOD OUT IMMEDIATELY ✓ Briefings ✓ Division The transfer of assignment to the creative A fractured team structure team seemed off. ✓ Unique titles and responsibilities ✓ Culture We seem to be creating solutions to Respecting (and understanding) what internal facing issues rather than looking creative delivers to the company. outward. ✓ Idea Ownership ✓ Uncommon account relationships Creative ownership of ideas needs Relationship balance with account teams. refinement
THE MODERN AGENCY
SOME TRAITS OF MODERN AGENCIES “The best agencies are not territorial. They ❏ Every discipline of the agency is on the same page. Account, Creative, Technology, Strategy, Project are transparent allowing you open and free Management, etc. They work in concert. access to their planners and creative people. ❏ Perhaps being agile. Creating, testing and optimize in It’s really the account people here. Good real time. Trying new approaches, transparency. account people allow you to communicate ❏ Living and breathing best practices in social media directly with the creative team. Most great and how consumers interact with the various creative teams that I have worked with channels. want direct access to the client, rather than have it be filtered through a series of ❏ Knowing how to truly create cross-channel communications that deliver the right message at the contact reports.” right time. ❏ Strong strategy and briefs leading to ideation.
BRING IS SEAMLESSLY STRATEGY CROSS-CHANNEL WE ARE EXPERTS SOCIAL MINDSET WE ARE EXPERTS AT DIGITAL, SOCIAL MEDIA, THE CROSS-CHANNEL BEST PRACTICES, STRATEGY, FACEBOOK, BRAND WE ARE EXPERTS INSTAGRAM, TWITTER OR WHATEVER ELSE (HELP ME) IS ON THE HORIZON. WE UNDERSTAND HOW AND WHY PEOPLE INTERACT. WE BRING IT SPORTS WE ARE EXPERTS
KEYS TO CREATIVE POWER ❏ Establishing a creative vision ❏ An understood workflow Instill a creative vision that’s inline with the It’s important that the creative process is organisation. understood companywide and respected. ❏ Brainstorming & idea participation ❏ Ideas VS tactics Ideation should be department wide, for It’s critical that we distinguish the need for pitches even wider. This should be a critical ideas from the need for tactics. Understanding part of everyone's development. the differences will save a lot of time and effort. ❏ Idea ownership Creative teams that are invested bring more to ❏ The creative team should feel as one. the ideas, they make them better. ❏ Awards ❏ Consistency in ideation approach Awards validate the agency and the team. Develop tactics for project brainstorms, pitches etc. Everyone should know the drill. ❏ Focusing on “great” ideas, not ‘big’ ideas.
THE ROLE SR. CREATIVE LEADERSHIP IS TO NURTURE GREAT IDEAS FROM ALL PROJECT/CLIENT POD BIG OPPORTUNITY PODS NEW BUSINESS PITCH PODS CREATIVE CREATIVE CREATIVE ACCOUNT ACCOUNT ACCOUNT LEADERSHIP LEADERSHIP LEADERSHIP LEAD LEAD LEAD BRIEFS BRIEFS BRIEFS CROSS CROSS CREATIVE COPY CREATIVE STAFF DESIGN STAFF & OTHERS BASED ON NEEDS (ACCOUNT & STRATEGY ETC.) IDEAS IDEAS IDEAS
BRAND & PITCH PODS PITCH POD BRAND POD COPY DESIGN COPY DESIGN ACD / CD ACD / CD TEAM MEMBERS HAVE BRAND KNOWLEDGE DIVERSE TEAMS MEANT TO DRUM UP AND ARE CONSISTENT ON THE BRAND. APPROACHES AND IDEAS IN A CONCISE DIVERSE ACROSS DESIGN / COPY / IDEATION MANNER
CREATIVE BRIEFING APPROACH
A creative brief asks the hardest questions to answer ❏ It gets to the root of “WHY”. ❏ Forces one to commit. ❏ It forces the client and su to be strategic in their thinking. ❏ It holds the client accountable for the direction they’ve given us. ❏ Having a client approved brief prevents the team from working in the wrong direction.
AN IDEA A TACTIC A conceptual approach. We It’s general, it’s a creative need to communicate an task that can be measured. idea, a message, an action. It’s generally non We need a marketing conceptual. It’s a task within ecosystem, we need to the world of creative. persuade someone to do something.