Post on 19-Jan-2016
The Strategies of the Top CreativesApril 2005
Until 2005 IdeaManagement interviewed 77 of the Top 100 Creatives Worldwide, analysed more than 200 Creative Cases
from 15 Countriesto set up a new Training-Concept
Ideas are the highest form of energy
12 Critical
Success Factors to
Catch & Manage
the Energy of
a Big Idea!
?
Vision
?
„The Culture produces the Work“
Dan Wieden
Client
Vision
?
„Not only was the client open to it,
he demanded Great Ideas“
Steve Simpson
Assignment
Client
Vision
?
„The most enjoyable part of the job is
cracking the problem.“
Loz Simpson
Information
Assignment
Client
Vision
?
„Interrogate the product until it confesses“
Rob Kitchen
Strategy
Information
Assignment
Client
Vision
?
„Truth is the best strategy anybody ever had“
John Hegarty
Creative Brief
Strategy
Information
Assignment
Client
Vision
?
„A good brief is when you get excited“
Nick Worthington
Idea Finding Creative
Brief
Strategy
Information
Assignment
Client
Vision
?
„Wouldn´t it be silly, if…“
Rob Kitchen
IdeaDescription
Idea Finding Creative
Brief
Strategy
Information
Assignment
Client
Vision
?
„You can´t loose an idea!“
Javi Carro
IdeaEvaluation
IdeaDescription
Idea Finding Creative
Brief
Strategy
Information
Assignment
Client
Vision
?
„If it´s „fine“ it doesn´t happen, if it´s „great“ it happens“
Rich Silverstein
IdeaPresentation
IdeaEvaluation
IdeaDescription
Idea Finding Creative
Brief
Strategy
Information
Assignment
Client
Vision
?
„Clients buy conviction not an idea“
Toni Segarra
IdeaProtection
IdeaPresentation
IdeaEvaluation
IdeaDescription
Idea Finding Creative
Brief
Strategy
Information
Assignment
Client
Vision
?
„Belief comes first“
John Hegarty
Productionof Idea
IdeaProtection
IdeaPresentation
IdeaEvaluation
IdeaDescription
Idea Finding Creative
Brief
Strategy
Information
Assignment
Client
Vision
?
„Production is really dangerous“
Felix de Castro
Productionof Idea
IdeaProtection
IdeaPresentation
IdeaEvaluation
IdeaDescription
Idea Finding Creative
Brief
Strategy
Information
Assignment
Client
Vision
€
„If you want to be the best in the world it really
helps to work with other people who are“
Bob Isherwood
Benefits for Ad Agencies and their Partners
1. A faster creative process reduces costs
2. Creative Performance can be trained/measured
3. Change via effective „process-acupuncture“
4. Idea focus for all participants – incl. client
5. Application of worldwide Best Practices
Catch the Big Idea in German or English
The Book
„How to Catch the Big Idea –
The Strategies of the Top-Creatives“
€ 45.- (pay to today with your business card)
Catch the Big Idea Workshops in 2005
1-2 Days Open Workshop
1-2 Days Inner Company Training
www.ideamanagement.com
ralf.langwost@ideamanagement.com
Thank You!