COMING OFF THE ISLAND

heidi hackemer @uberblond

@BBHNewYork /Strategic Director

ME A YEAR AGO "NOT REALLY ON TWITTER. ANNOYED WITH FACEBOOK (well, some things don’t change). FOURSQUARE WHAT? DIDN’T BLOG. MORE OFTEN THAN NOT MIRED IN FRUSTRATING PROCESSES WITH CLIENTS. NO PERSONAL PROJECTS. "I SUCKED. "

I BLAME KURT.

LOVE VS DIGITAL

CONNECTIVITY = HUMAN "DIGITAL = CONNECTIVITY "DIGITAL = LIFE

EMBRACING DIGITAL ISN’T ABOUT EMBRACING THE TECHNOLOGY "yes, embracing the mechanisms"embracing (mechanism) culture"embracing a different rhythm of communication"embracing connectivity & networks"embracing collaboration"embracing the team"embracing BETA in everything"

I’ve had a little bit too much All the people start to rush, start to rush by

How does he twist the dance? Can’t find a drink, oh man Where are my keys? I lost my phone

What’s going on on the floor? I love this record baby but I can’t see straight anymore

Keep it cool, what’s the name of this club? I can’t remember but it’s alright, a-alright

Just dance, gonna be okay Just dance, spin that record babe

Just dance, gonna be okay Dance dance just dance

FIVE PRINCIPLES FOR COMING OFF THE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TO CONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHAT IT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVED PROCESSES

FIVE PRINCIPLES FOR COMING OFF THE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TO CONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHAT IT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVED PROCESSES

MAKE A PLAN "& TALK ABOUT YOUR TIME ON THE ISLAND "BE INTENSELY DEMOCRATIC ABOUT THIS"BE RIDICULOUSLY NICE & POSITIVE"TELL PEOPLE WHAT YOU ARE ALL GOING TO DO TOGETHER AND WHAT IS GOING TO CHANGE STARTING NOW"

FIVE PRINCIPLES FOR COMING OFF THE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TO CONVERSION "MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHAT IT MEANS TO BE ‘PROFESSIONAL’"RETHINK EVERYTHING

THE COLD, HARD TRUTH "YOU CAN’T MAKE GREAT IDEAS FOR THE "PLATFORMS IF YOU DON’T UNDERSTAND THEM"

PLAY PLAY PLAY

TO THE CLOUD! (BY TUESDAY EOD) "GET THE TOOLS IN YOUR HANDS & GET USING THEM "SET UP A TWITTER ACCOUNT"SET UP A INSTAGRAM or FLICKR ACCOUNT & INSTALL ON PHONE"GET TWEETDECK ON YOUR DESKTOP & PHONE"FOLLOW WHO @MALBONNINGTON FOLLOWS"FOURSQUARE AT LEAST UNTIL YOU GET A BADGE"SET UP A TUMBLR, FOLLOW PEOPLE AND DO IT"SYNC YOUR TUMBLR/TWITTER/FLICKR TO YOUR FACEBOOK "PICK A WORK PROJECT AND USE GOOGLE DOCS FOR IT"SET UP AND USE A DROPBOX ACCOUNT"LISTEN TO YOUR MUSIC VIA LAST.FM/PANDORA "ORGANIZE YOUR DAY VIA TUEXDUEX"CALL A FRIEND USING GOOGLE VOICE"MAKE A MOVIE AND UPLOAD IT TO YOUR YOUTUBE CHANNEL"SKYPE/GOOGLE VID REMOTE COLLEAGUES/CLIENTS INSTEAD OF EMAIL "

EMBRACE YOUR INNER (FRIENDLY) DOMINATRIX"

DEMOCRATIZE TOOL USE"IF YOU HAVE PULL, WORK IT"MAKE FRIENDS WITH THE IT GUYS"MAKE PLAY HAPPEN ON THE PLATFORMS "

FIVE PRINCIPLES FOR COMING OFF THE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TO CONVERSION"MINIMIZE THE SPACES BETWEEN "CREATE NEW DEFINITIONS OF WHAT IT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVED PROCESSES

INTERROGATE YOUR PHYSICAL SPACE…"AND CHANGE IT"AUF WIEDERSEHEN OFFICES"TEAMS SITTING ON TOP OF EACH OTHER"HOT DESK CULTURE"WAR ROOMS WHERE THE THINKING IS EXPOSED "

PEP TALK BREAK "THE WISE WORDS OF @malbonnington"“ASK FOR FORGIVENESS”

Account Coordinato

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Project Manager

Interactive Producer

Account Manager

Business Director

Media Director

Account Manager

Account Director

Executive Creative Director

Strategic Director

Work Room Media

Strategist

Media Strategist

Media Strategist

Brand Strategist

Work Room Creative

Creative

War Room

Work Room Creative

Creative

Work Room Creative

Creative

THE SUPER BONUS OF SITTING LIKE THIS"LESS EMAILS"LESS MEETINGS"LESS MISUNDERSTANDINGS"

EVERYTHING GOES FASTER AND ARGUABLY SMOOTHER (FOR THE MOST PART)

THE REALITY OF SITTING LIKE THIS"THERE NEEDS TO BE OTHER “SPACES” TO THINK"THERE NEEDS TO BE RESPECT FOR SOMEONE THAT NEEDS TO GET SOME THINKING DONE

ENERGY HAS TO BE RIGHT "DON’T STOP BELIEVING"

HARDER BETTER FASTER STRONGER "

FOOD FOR THOUGHT BREAK "TEAM CULTURE IS REALLY IMPORTANT,"PERHAPS MORE IMPORTANT THAN EVER"STAY AWARE OF TEAM CULTURE AND DYNAMICS JUST AS MUCH AS YOU STAY AWARE OF THE ASSIGNMENTS

FIVE PRINCIPLES FOR COMING OFF THE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TO CONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHAT IT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVED PROCESSES

BANISH EGO"(THIS IS VERY HARD)"

PRACTICALLY, THIS IS ABOUT EXPOSURE AND BEING COMFORTABLE BEING EXPOSED"THIS IS ABOUT LISTENING & RESPECT"TALK ABOUT IT"

IF SOMEONE’S EGO IS GETTING IN THE WAY, "KICK THEM OFF YOUR TEAM (HARSH, I KNOW) "

EXPECT EVERYONE TO BE A DO’ER"THEORY IS GREAT, MAKING SHIT IS BETTER "

DO THE DIGITAL PLATFORMS"EVERYONE CONTRIBUTES TO SOLVING THE PROBLEMS"LOVE PERSONAL PROJECTS

HIRE T-SHAPED PEOPLE"ABSOLUTE EXPERTS"GENERALIST RESPECT/KNOWLEDGE"AWESOME COLLABORATORS

PEP TALK BREAK "THE GREAT MYTH OF COLLABORATION"THIS IS GOING TO BE EASY & FUN!

FIVE PRINCIPLES FOR COMING OFF THE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TO CONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHAT IT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVED PROCESSES

Here’s some processes we’ve been playing with"It ain’t perfect, but we’re trying new things and learning from that

FULL TEAM TAKES THE BRIEF"CREATIVE"STRATEGY"MEDIA"ACCOUNT"PRODUCTION

FULL TEAM SITS IN A SPEED-STATUS EVERY DAY"(USUALLY 15-30 MINUTES)"CREATIVE"STRATEGY"MEDIA"ACCOUNT"PRODUCTION

FULL TEAM SIGNS OFF"CREATIVE"STRATEGY"MEDIA"ACCOUNT"PRODUCTION

KICK-OFF SESSIONS"EVERYONE IN ROOM, OFTEN INCLUDING THE CLIENTS "STRATEGIST HAS DEFINED THE PROBLEM – BROUGHT IN INSIGHTS TO FUEL THE SOLUTION"CULTURE OF RIFF AND BUILD"LOCK DOWN THE BRIEF AFTER THIS

IDEA SESSIONS: OUTLINE"PROBLEM GETS DEFINED"RIFF TO FOR AN HOUR"COFFEE BREAK: GROUP LEAVES & PROBLEM OWNERS DECIDE ON BEST TERRITORIES"SMALL GROUPS DIG DEEP INTO BEST TERRITORIES"PRESENT AND BUILD"DEFINE NEXT STEPS

IDEA SESSIONS: PRINCIPLES "12 – 15 PEOPLE"CASTING IS VERY IMPORTANT: DIVERSE & COLLABORATIVE"INCLUDE CLIENTS"FACT: WOMEN DO THIS BETTER "SOME PEOPLE AREN’T GOOD AT THESE – THAT’S OK

TWO A DAYS"DAY ONE: CREATIVES GET PUT IN A ROOM TOGETHER TO CRACK THE PLATFORM TOGETHER"MEDIA MESHES IN WITH THE CREATIVE PROCESS"CREATIVE DIRECTOR/STRAT DIRECTOR COME IN 2x/DAY TO RIFF, DIRECT, HELP"WALL GETS COATED WITH IDEAS"

CLIENT MESHING"BRING IN CLIENTS WAY EARLIER THAN USUAL"TEACH THEM HOW TO WORK WITH ROUGH IDEAS/THOUGHTS"INVOLVE THEM IN MAKING THE SOLUTION"GREAT TOOL: GOOGLE DOCS"

FOOD FOR THOUGHT BREAK "RETHINK EVERYTHING YOU ACCEPT AS TRUE"STRATEGISTS OWN INSIGHTS, THERE’S ONLY ONE SOLUTION, STRATGISTS WRITE BIG DECKS, CLIENTS DON’T GET IT, ACCOUNT PEOPLE ARE JUST PROCESS, CREATIVES OWN THE SOLUTION, EVERYTHING HAS TO BE COMPED UP BEAUTIFULLY TO PRESENT, THE SOLUTION IS COMMUNICATIONS, MEDIA GETS INVOLVED AFTER THE IDEA IS SORTED, WE GO AWAY FOR WEEKS TO MAKE SOMETHING PERFECT, THERE’S ONLY ONE ANSWER

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IT’S NOT ABOUT BLOWING UP WHAT WE DO AND OUR SKILL SETS; IT’S ABOUT WORKING IT DIFFERENTLY

“YEAH, BUT MY CLIENT IS BIG AND DIFFICULT AND THIS STUFF ISN’T GOING TO HAPPEN”

PICK ONE PROJECT "HERE’S WHAT TO DO TO MAKE IT HAPPEN"START SMALL"HANDPICK THE RIGHT PEOPLE"GET A TEAM AREA "DEFINE, COMMUNICATE AND DRIVE AN OPEN & COLLABORATIVE PROCESS"GET A BUDGET SET ASIDE TO ITERATE (PRODUCTION/MEDIA)"

OLD SCHOOL MASTER BRAND MANAGEMENT: BURST. BURST. BURST.

NEW SCHOOL: BUILD, BUILD, BUILD

FIVE PRINCIPLES FOR COMING OFF THE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TO CONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHAT IT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVED PROCESSES