The Strategies of the Top Creatives April 2005. Until 2005 IdeaManagement interviewed 77 of the Top...
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Transcript of The Strategies of the Top Creatives April 2005. Until 2005 IdeaManagement interviewed 77 of the Top...
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
Thank You!
