The Creative Courtship
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Transcript of The Creative Courtship
THE CREATIVE COURTSHIP Improving collaboration with agency Creatives
June 28, 2010
ABOUT US
Who we are Rebecca Silver, Art Director, MRM Worldwide
Eric Schlakman, Copywriter, Tribal DDB
How our agencies link with traditional counterparts • Digital arm
• Operate autonomously
• Share certain clients
• Each digital agency has different relationship with offline partners
OBJECTIVE
To improve Google’s relationship with advertising Creatives
Agenda • How agencies work
• How Google can help
• What Creatives have
• What Creatives want
• Raucous applause
HOW ADVERTISING AGENCIES WORK
THE CREATIVE PROCESS
1. Get briefed.
2. Brainstorm ideas.
3. Develop breakthrough concepts.
4. Present internally.
5. Sell to clients.
THE CREATIVE PROCESS + GOOGLE
First-to-market is important in digital.
Google is the pulse of that.
Google can provide Creatives the tools to create forward-thinking work.
Dont rely on Media to bring Creatives these things.
INTERNAL WORKFLOW
• Media is not always structured into the process.
ACCOUNT MANAGMENT
PROJECT MANAGMENT
STRATEGIC PLANNING
CREATIVE DEPARTMENT
HOW WE PRESENT TO CLIENT
• Presentations are typically led by Account Management and Creative
ACCOUNT MANAGMENT
PROJECT MANAGMENT
STRATEGIC PLANNING
CREATIVE DEPARTMENT
CREATIVES INFLUENCE MEDIA BUYS
We want you to influence us
• ie. Monopoly City Streets
WHAT CREATIVES HAVE
Sites we visit
• adsoftheworld.com, bannerblog.com.au, creativity-online.com, psfk.com,
adverblog.com, ffffound.com, hypebeast.com, adrants.com, gizmodo.com
Relationships with vendors • Production houses
• Ad media servers
WHAT CREATIVES WANT
CREATIVES WANT YOU.
You are sexy.
But sexy can be intimidating.
HOW CAN GOOGLE BE MORE APPROACHABLE?
STAY FRIENDS WITH CREATIVES
Google Labs
Creative showcases • www.goollery.org
• www.doubleclick.com/insight/gallery/index.html
Free stuff • Layered Android PSDs
• Sponsored Events
• www.google.com/agencytoolkit
SUMMARY
Creatives want you.
Creatives want your help.
Creatives want you to applaud after their presentations.