Creative services handbook

c r e a t i v e

s e r v i c e s

h a n d b o o kC h e i l U S A

This booklet acts as a guideline for the production procedures followed at Cheil Worldwide.

These are the steps we take as an agency to ensure the highest level of professionalism

is maintained throughout every creative project. They also illustrate how Cheil Worldwide depends

on team effort to achieve success.

The intent of this document is to not only instruct new employees, but also act as a reminder to

existing employees.

Stock Photography

Print Ad

1.

How to Begin

Account Executive/Client initiates project

Account Executive has preliminary project discussion with Creative Director/Traffic Supervisor

Creative Director/Traffic Supervisor assigns project to Creative Team or outside freelance teamoutside freelance team needs

Senior Management approval

Account Executive opens project/job number

Account Executive generates Creative Brief

Creative Brief to ISG for review, revisions and approval allow 24 hours for final approval

Creative Brief to Client for review, revisions and approval allow 48 hours for final approval

Account Executive/Traffic Supervisor schedules Kick-Off Meeting to brief project with ISG and Creative

Traffic Supervisor prepares project timeline based on Creative Brief and Projected Media Plan

Traffic Supervisor uploads timeline into PS Cook

Traffic Supervisor prepares specs, composite sizes, job jacket and routing folders based on Media Plan

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Creative Development

Assigned Creative Team begins concepting ideas

Art Director searches for stock photography

Creative Team presents initial ideas to Creative Director

Creative Team addresses Creative Director’s feedback/changes

Internal concept review

Creative Team finalizes concepts

Creative Director and Account Executive present concepts to Bob & Ben for comments/approval

Creative Team addresses Bob’s & Ben’sfeedback/changes

Creative Director, Creative and Account Executive present concepts to Client

Creative Team addresses Client feedback/changes

Revised concept to Client for review and final approval

Concept is SOLD

Art Buying for Stock Photography

Account Executive confirms media buy and required usage with Traffic Supervisor

Traffic Supervisor estimates stock photography cost based on media buy/required usage

Creative and Traffic Supervisor discuss project with Production Manager for estimating

Job is estimated by Production Manager

Traffic Supervisor reviews production estimate

Stock photography, creative development, production and shipping costs are put into Client estimate by Traffic Supervisor

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Estimate is given to Account Executive/Client for review/approval allow 48 hours for final approval

Account Executive lets Traffic Supervisor know once estimate is approved and to proceed with buying art

Traffic Supervisor buys and receives stock photography and sends purchase order to stock house

Traffic Supervisor and Account Executive review and process all invoices

Production

Art Director receives images at agency for Creative/Client approval

In-house retouching begins

Images are disked by Mechanical Artist and sent by Production Manager to vendor for loose color proof

Production Manager receives loose color proof for review and color corrections

If needed, Production Manager sends loose proof with comments back to vendor for color correcting

Pre-press vendor sends final loose proof to agency with disk

Creative Director and Creative Team approve layouts

With approved layout(s), Traffic Supervisor gives Mac Artist routing folders/sizes to prepare mechanicals

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Traffic Supervisor measures and routes mechanicals to Art Director, Copywriter, Creative Director, Proofreader and Account Executive for final approval

The Account Executive routes mechanical to Client for final approval

Mac Artist disks approved mechanical

Traffic Supervisor gives printed-from-disk printout of approved ad to Proofreader for last read before releasing to Production Manager

Traffic Supervisor gives disk and printout of mechanical to Production Manager to send to vendor for composed proof(s)

Production Manager receives composed proof(s) and reviews with Traffic Supervisor, Art Director and Creative Director for com-ments/approval

Traffic Supervisor routes proof to Copywriter, Proofreader and Account Executive

A 2nd and 3rd proof may be necessary for review if color corrections are needed

Traffic Supervisor sends Creative instructions to Media to obtain insertion orders

Traffic Supervisor gives insertion orders and approved proof to Production Manager to release materials to publications

Production Manager sends materials to vendor for releasing to publications

Production Manager receives confirmations on released materials

Proofreader reads material confirmations against approved proof for final checking

Traffic Supervisor files all project related materials in project’s job jacket l

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Original PhotographyPrint

Ad

2.

How to Begin


Account Executive has preliminary project discussion with Creative Director/Traffic Supervisor

Creative Director/Traffic Supervisor assigns project to Creative Team or outside freelance team outside freelance team needs






Account Executive/Traffic Supervisor schedules Kick-Off Meeting to brief project with ISG and Creative

Traffic Supervisor prepares project timeline based on Creative Brief and Projected Media Plan

Traffic Supervisor uploads timeline into PS Cook

Traffic Supervisor prepares specs, composite sizes, job jacket and routing folders based on Media Plan

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Art Director searches for stock photography

Creative Team presents initial ideas to Creative Director

Creative Team addresses Creative Director’s feedback/changes



Creative Director and Account Executive present concepts to Bob & Ben for comments/approval

Creative Team addresses Bob’s & Ben’s feedback/changes

Creative Director, Creative and Account Executive present concepts to Client


Concepts to Client for review and final approval

Concept is SOLD

Art Buying for Original Photography

Creative Director, Art Director, Account Executive and Traffic Supervisor discuss scope of work, project budget and required art usage

Creative Director and Traffic Supervisorrequest freelance Art Producer; Account Executive approves freelance Art Producer

Freelance Art Producer researches and begins calling in photographers’ books

Review photographers’ portfolios with Art Director and Creative Director

Art Director selects the best three photographers to execute layout(s)

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Freelance Art Producer triple bids/puts tentative hold on photographers. Creative and Traffic Supervisor discuss project with Production Manager for estimating

Job is estimated by Production Manager

Traffic reviews production estimate

Recommended photographer’s bid and production costs are put into Client estimate by Traffic Supervisor

Art Director presents photographers’ books and estimate to Account Executive/Client for review and approval allow 48 hours for final approval

Account Executive advises Traffic Supervisor once estimate is approved

Freelance Art Producer awards job to photographer

Photography shoot date is determined

Traffic Supervisor creates and sends purchase order to photographer’s agentdescribing the scope of work agreed upon

Traffic Supervisor/Account Executive processes 50% of estimated photo expense advance request

Photographer begins photography prep (location scouting, casting, wardrobe and props)

Art Director receives and reviews locations and casting

Freelance Art Producer prepares Client pre-production book

Account Executive coordinates product delivery to/from photo shoot

Client pre-production meeting is held

Photo shoot

Art Director receives film and reviews with Creative Director, Account Executive and Client for selection

Art Director edits film

Art Director scans selects/presents to Client

Client review and approval of selects

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Freelance Art Producer orders work and final prints if shooting negative filmallow 48 hours unless rush developing

Traffic Supervisor receives final photography invoice and purchased wardrobe/props from Art Producer

Traffic Supervisor and Account Executive review and process all invoices and send props/wardrobe to Client

Production

Retouching begins on selected images by Photographer’s Retoucher

Art Director approves retouched images and receives final images on disk

Production Manager sends images to vendor for loose color proof(s)

Pre-press vendor returns loose color proof(s) to agency for review and color corrections as needed

Creative Director, Client and Creative Team review and approve layouts

With approved layout(s), Traffic Supervisor gives Mac Artist routing folders/sizes to prepare mechanicals

Traffic Supervisor measures and routes mechanicals to Art Director, Copywriter, Creative Director, Proofreader and Account Executive

Account Executive routes mechanicals to Client for final approval

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Mac Artist disks approved mechanical

Traffic Supervisor gives printed-from-disk printout of approved ad to Proofreader for last read before releasing to Production Manager

Traffic Supervisor gives disk and printout of mechanical to Production Manager to send to vendor for composed proof(s)

Production Manager receives composed proof(s) and reviews with Traffic Supervisor, Art Director and Creative Director for com-ments/approval

Traffic routes proof to Copywriter, Proofreader and Account Executive

A 2nd and 3rd proof may be necessary for review if color corrections are needed

Traffic Supervisor sends creative instructions to Media to obtain insertion orders

Traffic Supervisor gives insertion orders and approved proof to Production Manager to release materials to publications

Production Manager sends materials to vendor for releasing to publications

Production Manager receives confirmations on released materials

Proofreader reads material confirmations against approved proof for final checking

Traffic Supervisor files all project related materials in project’s job jacket

Vendor Selection Standard Guidelines /Print

The print team currently utilizes a number of outside vendors to outsource work Work is outsourced to vendors for a number of reasons including:-Efficiency/cost -Lack of internal resources/capabilities to complete work

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-Specialized tasks (such as retouching, illustration, etc)

Vendors are selected based on the following process: -Identify needs including timing, required skills/capabilities/technology -Research/identify potential vendors based on required skills/capabilities/technology -First priority goes to known vendors/partners with whom we already have a current working relationship-Second priority goes to vendors with whom we have worked with in the past at other agencies or are referred/endorsed by our contacts-Third priority goes to vendors we have found in our research, but have not worked with in the past-Final vendor is selected based on cost, creative portfolio, availability and commitment to deliver on time and terms l

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TelevisionSpot

3.

How to Begin


Account Executive has preliminary project discussion with Creative Director

Creative Director assigns project to Creative Team or outside freelance team outside freelance team needs






Account Executive schedules Kick-Off Meeting to brief project with ISG, Creative and Traffic Supervisor

Creative Director prepares preliminary project schedule based on Creative Brief and Projected Media Plan

Account Executive uploads timeline into PS Cook

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Present initial ideas to Creative Director

Creative Team address Creative Director’s feedback/changes



Creative Director and Account Executive present concepts to Client for review/approval


Concept to Client for review and final approval

Concept is SOLD

Account Executive, Creative Director and Creative Team discuss television shoot budget and timeline

Television Production

Creative development completed/concept storyboard approved

Account Executive sends storyboard to legal and network carriers for review/approval

Creative Director receives and reviews TV producer reels with Creative Team and Account Executive

Creative Team and Account Executive have creative conversations with TV producers

TV Producer chosen

TV Producer finalizes project schedule

TV Producer request directors’ reels to review with Creative Team

TV Producer and Creative Team have creative conversations with directors

Present directors’ reels to Creative Director, Account Executive, Senior Management and Client for review/approval

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TV Producer estimates project/receives triple bids, includes talent cost from Talent Solutions (outside vendor that handles CCA’s union

talent estimates, payments and obligations)

Review production/editorial estimates internally

Account Executive or Traffic Supervisor gen-erates agency estimate with creative devel-opment, production, editorial, talent, travel, shipping and TV producer cost

Creative Team and Account Executive present agency estimate and director’s treatment to Client for review/approval

Account Executive advises TV Producer, Creative Director and Creative Team once estimate is approved

TV Producer awards job to recommended Director and sends purchase order to production company

Account Executive processes 50% of TV production expense advance request.Production Company begins TV shoot prep(location scouting, wardrobe, casting and product)

Account Executive coordinates product delivery to/from TV shoot

TV Producer/Production Company prepares pre-production meeting booklet

Client pre-production meeting is held

TV shoot

Offline editing

Internal review of rough cut

Revisions to internal review

Creative Director and Account Executive presents rough cut to Client

Client feedback on rough cut

Account Executive obtains ISCI codes from Traffic Supervisor for all versions of the spot from Samsung general marketing agency

Creative Director and Account Executive presents final version to Client, Korea, SENA and networks

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Address additional Client feedback/changes

Transform, mix and conform

Account Executive traffics spot to stations

Spot airs on television network

TV Producer and Account Executive review and process all invoices

Traffic Supervisor receives all television shoot elements from edit house to be put in storage

TV Producer works closely with Talent Solutions and Account Executive to keep all union talent cycle holding fees and usage cost paid and current l

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Online Design & Production

4.

Micro-Sites:

Campaign Inception


Account Executive provides written notification of upcoming campaignallow a minimum of 1 week prior to start of job


Account Executive and Planner generate Creative Brief

Creative Brief to Client for review, revisions and approval

Campaign Details

Project Management Director determines resources for the project based on size, budget and skill set needed

Project Management Director/Creative Director assigns resources at weekly resource allocation meeting

Project Management Director assigns a Project Manager

Campaign Scope

Project Manager creates an Estimate/Statement of Work and a Timeline/Project plan

Account Executive gets approval for Statement of Work

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Campaign Design

Interactive Creative Team develops (2) Design Concepts based on Client approval and feedback

Design Compositions to Creative Director for review, revisions and approval

Internal Team reviews the Design Compositions to reaffirm the objectives set forth in the Creative Brief

Project Manager tracks all changes and confirms they have been implemented

Account Executive/Client reviews chosen Design Concepts

Account Executive tracks all Client comments, change requests and next steps in a Contact Report

Project Manager assigns changes to the Creative Team based on Contact Report

Account Executive sets up a second round Client review where changes are presented

Account Executive gets approval of (1) Design Concept

Proofreader reads approved copy

Campaign Production

In-house

Information Architect/Project Manager creates a sitemap and wire frame

Project Manager requests a URL name for Live Server

Flash Developers/HTML Programmers/Back End Developers produce site based on approved concept

HTML Programmers put site on Development Server

Flash Developers/HTML Programmers implement site tracking on top level navigation areas

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Project Managers/Flash Developers/HTML Programmers run Quality Assurance tests and identify any possible issues

Flash Developers/HTML Programmers fix all issues

Finished material sent to Proofreader for final proofreading

Account Executive/Client reviews site

Account Executive tracks all final Client comments in a Contact Report


Flash Developers/HTML Programmers make final changes

HTML Programmers shift completed site to Live Server

Outsourcing

Identify needs including timing, required skills/capabilities/technology

Research/identify potential vendors based on required skills/capabilities/technology For large-scale projects over $100k, Project Manager solicits triple bids from vendors For smaller-scale projects under $100k, Project Manager solicits bids from one or more known vendors Final vendor is selected with both Project Management and Creative input, based on cost, creative portfolio, availability, commitment to deliver on time and terms

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Banners:

Campaign Inception


Account Executive provides written notification of upcoming campaign allow a minimum of 1 week prior to start of job


Account Executive/Planner creates a Creative Brief

Account Executive/Client approves Creative Brief

Campaign Details




Campaign Scope



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Campaign Design

Interactive Creative Team develops (2) Design Concepts based on Creative Brief









Campaign Production

Project Manager receives approved Media Plan from Media Supervisor

Creative Team creates One-Sheet with all sizes on the Media Plan provided in a layered Photoshop file

Flash vendor selected from current list of partners based on cost, availability and commitment to deliver on time

Project Manager sends comps, storyboards and One-Sheet to Flash vendor Flash vendor animates approved concept on Media Plan Creative Director reviews the 1 flash unit and requests changes as needed Flash vendor re-sizes approved flash unit into all sizes on the Media Plan Project Manager completes a Traffic Request and sends to the Media Team Media Coordinator traffics Creative through an ad serving system

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Vendor Selection:Standard Guidelines / Interactive

The Interactive Team currentlyutilizes a number of outside vendors to outsource work Work is outsourced to vendors for a number of reasons including:-Efficiency/cost (such as flash banner production & resizing) -Bandwidth/capabilities (lack of internal resources/capabilities to complete work) -Specialized tasks (such as video production & editing, audio production/editing, animation, 3D rendering, photography, database programming, etc)

Vendors are selected based on the following process: -Identify needs including timing, required skills/capabilities/technology -Research/identify potential vendors based on required skills/capabilities/technology

First priority goes to known vendors/partners with whom we already have a current working relationship

Second priority goes to vendors with whom we have worked with in the past at other agencies or are referred/endorsed by our contacts

Third priority goes to vendors we have found in our research, but have not worked with in the past

For large-scale projects over $100k, Project Manager solicits triple bids from vendors (including signed NDA if we don’t have one on file)

For smaller-scale projects under $100k, Project Manager solicits bids from one or more known vendors (including signed NDA if we don’t have one on file)

Final vendor is selected with both Project Management and Creative input, based on cost, creative portfolio, availability, commitment to deliver on time and terms

Currently, contracts are reviewed and approved by a Director

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Email:

Campaign Inception


Account Executive provides written notification of upcoming campaign allow a minimum of 1 week prior to start of job


Account Executive/Planner creates a Creative Brief

Account Executive/Client approves Creative Brief

Campaign Details




Campaign Scope



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Campaign Design

Interactive Creative Team develops (2) Design Concepts based on Creative Brief









Campaign Production

HTML Programmers produce e-mail template based on approved concept

HTML Programmers put e-mail on Development Server

HTML Programmers run Quality Assurance tests and identify any possible issues

HTML Programmers fix all issues

Finished material sent to Proofreader for final proofreading

Account Executive/Client reviews e-mail

Account Executive tracks all final Client comments in a Contact Report

Project Manager assigns changes to the HTML Programmers based on Contact Report

HTML Programmers make final changes

HTML Programmers package images and HTML code and sends to the desired party l

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Creative services handbook

Education

Transcript of Creative services handbook