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Why working with creatives isn't working
The session led by Vincent D'Halluin focuses on the challenges of effectively collaborating with creatives in advertising. It emphasizes the importance of clear communication, understanding both emotional and rational perspectives, and the need for thorough briefings that inspire creativity. D'Halluin advocates for a collaborative approach that encourages open dialogue and clear problem definition to enhance the creative process.
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Why working with creatives isn't working
- 1. WHY WORKING WITH CREATIVESISN’T WORKING HYPE SESSION APRIL 21 Vincent d’halluin – SD mortierbrigade
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- 8. Feynman Technique • Step1. 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.
- 9. Good planners make complicatedthings simple. Bad planners make simple things complicated
- 11. “A problem well-put isa problem half-solved.” John Dewey
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- 14. SALES ARE NEVER THEREAL PROBLEM
- 15. Exercise: WHY? Define adaily life problem and keep asking why.
- 16. SOLVE THE PROBLEM don’tanswer to the brief
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- 19. UNDERSTAND • The business • The problem • Yourclient • Your colleagues
- 20. UNDERSTAND • The business • The problem • Yourclient • THE CUSTOMER • Your colleagues
- 21. A BAT ANDA BALL COST €1,10 IN TOTAL. THE BAT COSTS €1 MORE THAN THE BALL. HOW MUCH DOES THE BALL COST?
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- 24. SYSTEM 1 • FAST • IMPLICIT • EXPERIENTIAL • INSTINCTIVE • EMOTIONAL SYSTEM 2 • SLOW • EXPLICIT • ANALYTICAL • EFFORTFUL • COGNITIVE
- 25. YOU GIVE EMOTIONALPEOPLE A BRIEF WRITTEN BY RATIONAL PEOPLE. EMOTIONAL PEOPLE who ARE NOT allowed to critic the work of rational people. You go back with emotional work to rational people.
- 27. YOUR JOB human understanding CREATIVEINSPIRATION
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- 30. “Every order whichcan be misunderstood will be misunderstood” Jacob Meckel, 1877
- 31. A SYMPHONY? THE BRIEF • CLEAR • Stating the problem • inspires • Elaborated & discussed • from the planner THE BRIEFING • Clear • Stating the problem • inspires • In beta & open to discussion • From the team
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- 36. Great campaigns areA simultaneous orgasm of strategy and creation. It’s rare in advertising as well
- 37. SHOW WHAT PEOPLE WITHDEMENTIA ARE CAPABLE OF, THANKS TO THE POWER OF MUSIC
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- 43. My first campaign @mortierbrigade Good joke – strategy: 1 - 0
- 44. YOUR JOB BECOME THECREATOR OF DIRECTIONS
- 45. Directions? • Start with manyideas. People with little ideas freak out. • Discuss the directions • Provide stimuli
- 46. Make it anexperience • Go outside • Try the product • Go where your target is
- 47. What creatives say • Be brief • AVOID , , , , , • Spark ideas • Give many proof points • Use insights only if they are fresh / TRUE • Don’t create or write taglines • BE PROVOCATIVE • BELIEVE IN THE POTENTIAL • WEAR NICE SHOES
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- 49. REPOSITION Creepy weirdos Belovedentertainers
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- 52. “You and Iboth drink from the same well of inspiration. The difference is that you get to piss in it first.”
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- 56. • If youwant to win an argument, ask the person trying to convince you of something to explain how it would work. • If they can explain why they are correct and how things would work, you’ll learn something. If they can’t you’ll soften their views, perhaps nudging them ever so softly toward your views.
- 57. • You shouldattempt to re-express your target’s position so clearly, vividly, and fairly that your target says, “Thanks, I wish I’d thought of putting it that way. • You should list any points of agreement (especially if they are not matters of general or widespread agreement). • You should mention anything you have learned from your target. • Only then are you permitted to say so much as a word of rebuttal or criticism.
- 58. FEEDBACK METHOD • Questioningfeedback: “what did you like best?” • AFFIRMATIVE FEEDBACK “What I liked…” • PERSPECTIVE FEEDBACK “as a planner, I lack…” • Open feedback “according to you, …” • Gossip feedback: everyone gives feedback, creative only replies afterwards • Tips & tricks feedback: “I once worked on this campaign and we did that to tackle the issue” • Personal feedback: write an email afterwards • Plus one feedback: if you agree, keep it short
- 59. Become the (wo)man with the questions instead of the planner with the answers.
- 60. COMMANDMENTS • Be useful • Help, don’t impress • Don’t fall in love • Build trust • Give all your ideas away
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- 62. WHY state the problemclearly WORKING WITH CREATIVES ISN’T WORKING
- 63. WHY state the problemclearly WORKING WITH CREATIVES collaborate, don’t convince ISN’T WORKING .
- 64. WHY state the problemclearly WORKING WITH CREATIVES collaborate, don’t convince ISN’T WORKING questions are your best friend