tag:blogger.com,1999:blog-13976685787040577032024-03-04T20:54:43.450-08:00Agency SecretsGuy Arceneaux divulges advertising agency insightsGuy Arceneauxhttp://www.blogger.com/profile/13846549218554777684noreply@blogger.comBlogger12125tag:blogger.com,1999:blog-1397668578704057703.post-48919304015030466222016-02-14T11:52:00.000-08:002016-02-14T12:05:33.585-08:00Work Your Small—A Case Study: Meals on Wheels of Central Maryland, Inc.<style>
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<span style="font-family: "helvetica neue"; font-size: 16.0pt;"><b>Here’s my top take away from my first six
months on the job at Meals on Wheels of Central Maryland, Inc.: </b><br />
</span><span style="font-family: "helvetica neue medium"; font-size: 16.0pt;">Smaller, more nimble nonprofits like ours typically know their audiences
better—so are far more connected with them—than do most large, complex
organizations.</span></div>
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<br /></div>
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<b style="mso-bidi-font-weight: normal;"><span style="color: black; font-family: "helvetica neue"; font-size: 16.0pt;">That Was Then<br />
</span></b><span style="font-family: "helvetica neue"; font-size: 16.0pt;">In 2013, I
was the Director of Marketing for an international humanitarian development
nonprofit. The annual budget was nearly one billion dollars, with our $2.3
million marketing budget funding the work of three departments and 13 staff
members. Sounds like a lot, right?</span></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "helvetica neue"; font-size: 16.0pt;"><br />International travel was the norm, and that was how
we kept in productive touch with our constituents overseas. So it was a
surprise when the marketing department was moved from the Charitable Giving
division to a USOPS (U.S. Operations), with our new mandate was to serve the
international <i>and</i> U.S. constituencies.</span></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "helvetica neue"; font-size: 16.0pt;"><br />The tension grew by the moment as my team struggled
to serve both areas with the same resources. Then, soon after a new CEO came on
board, my role was cut in a managerial shake-up.</span></div>
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<br /></div>
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<b style="mso-bidi-font-weight: normal;"><span style="color: black; font-family: "helvetica neue"; font-size: 16.0pt;">This Is Now<br />
</span></b><span style="font-family: "helvetica neue"; font-size: 16.0pt;">Now, just
over two years later, I find myself at a much different organization— Meals on
Wheels of Central Maryland, Inc.—working in a much different way. We have a
great tagline, <b>More than a meal, </b>and we live it!</span></div>
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<br /></div>
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<span style="font-family: "helvetica neue"; font-size: 16.0pt;">In just a few months, I’ve seen Meals on Wheels of
Central Maryland’s extraordinary client dedication. Our team goes <br />beyond
ringing the doorbell and handing over a meal to provide wellness
evaluations and connections to related services. But there’s even more.</span></div>
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<br /></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "helvetica neue"; font-size: 16.0pt;">Every step forward we take depends on the strength
of our relationship with the citizens of Central Maryland and their
relationships with each other. Our volunteers, donors, and clients are
linked in multiple ways—via family, business, and community. Together they make
our organization strong and our impact significant!</span></div>
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<br /></div>
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<span style="font-family: "helvetica neue"; font-size: 16.0pt;">I <span style="mso-bidi-font-style: italic;">am</span> working
hard to develop a low-budget marketing program that engages each audience
segment. But with our community supporters fully behind us, my passion, energy
and confidence are high. And my plans are based on what I <i>know</i> works in
our region—community events, not multi-million dollar ad budgets.</span></div>
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<span style="font-family: "helvetica neue"; font-size: 16.0pt;">Thanks to this growing, caring organization, I’m at
a new peak in my career. Can’t wait to see what’s next. G.A.</span></div>
Guy Arceneauxhttp://www.blogger.com/profile/13846549218554777684noreply@blogger.com0tag:blogger.com,1999:blog-1397668578704057703.post-67947525147285939042016-02-14T10:44:00.004-08:002016-02-14T10:58:27.802-08:00The Case for a Creative Workflow<style>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: "helvetica neue"; font-size: 18.0pt;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjb3NAzOGwtIHpTe1Sh_wpFZMURG0djlOWsAnT5m68RmxIWh_fUIixFAKkVDKKE-Du8lAye1sKwgus3voSKvuke-Cu7PJGAGcDdZH0o1wkmNor7JM8ykHk3bgGo8KWYrzKoPxYc7nEfIec/s1600/Creative+Processes+1_Page_1.jpg" imageanchor="1"><img border="0" height="308" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjb3NAzOGwtIHpTe1Sh_wpFZMURG0djlOWsAnT5m68RmxIWh_fUIixFAKkVDKKE-Du8lAye1sKwgus3voSKvuke-Cu7PJGAGcDdZH0o1wkmNor7JM8ykHk3bgGo8KWYrzKoPxYc7nEfIec/s400/Creative+Processes+1_Page_1.jpg" width="400" /></a> </span></b><br />
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "helvetica neue"; font-size: 18.0pt;">The Case for a Creative
Work Flow</span></b></div>
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<br /></div>
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<span style="font-family: "helvetica neue"; font-size: 18.0pt;">Many
smaller nonprofits don’t always have a solid process for the creative workflow.
Perhaps the smaller staff size creates the illusion that a process is not
needed. </span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-family: "helvetica neue"; font-size: 18.0pt;">My
career has been dependent on developing a solid process for the creative workflow.
I have not experienced the push-back you sometimes get at larger organizations,
in fact my colleagues like being involved in communications that feature their voice.<br style="mso-special-character: line-break;" />
<br style="mso-special-character: line-break;" />
</span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: "helvetica neue"; font-size: 18.0pt;">Document Your Media
Outreach</span></b></div>
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<span style="font-family: "helvetica neue"; font-size: 18.0pt;">For
an event in which we participated last spring I wrote a Creative Brief, but I
called it an Event Brief. This was new and everyone felt it helpful. <br /> </span><br />
<span style="font-family: "helvetica neue"; font-size: 18.0pt;">It saved me time explaining to partners and colleagues the what, why, when, and
how of that outreach event.</span></div>
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<br /></div>
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<span style="font-family: "helvetica neue"; font-size: 18.0pt;">A
week later I created a Media Brief for a drive-time radio appearance that
included our Executive Director and myself. That simple 3-page document gave
the station DJ an overview of our organization and its mission, as well as listing
talking points for our interview segment. The Executive Director, a dynamic,
busy woman, was appreciative that we had a “script” going into the spot.</span></div>
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<br /></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: "helvetica neue"; font-size: 18.0pt;">Be Ready to Pounce When Opportunity
Knocks</span></b></div>
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<span style="font-family: "helvetica neue"; font-size: 18.0pt;">Two
weeks after that another media opportunity occurred. During Baltimore’s unrest
in April of 2015 we made a carefully considered decision to suspend meal
deliveries for safety’s sake. </span><br />
<br />
<span style="font-family: "helvetica neue"; font-size: 18.0pt;">A group of staff and volunteers made their own
decision to deliver meals, their commitment to clients trumped personal safety concerns.
This was in the neighborhood that saw the most media attention in April’s
unrest.</span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-family: "helvetica neue"; font-size: 18.0pt;">Paul
Gessler from Fox45 News in Baltimore, heard about this and wanted to do a news
story about the dedication of our volunteers and staff.</span></div>
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<br /></div>
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<span style="font-family: "helvetica neue"; font-size: 18.0pt;">A
Media Brief was issued in advance, an overview of the delivery route, phone
numbers and e-mail addresses of pertinent contacts. That document saved me so
much time and was a great way to get people up to speed on the filming effort.</span></div>
<div class="MsoNormal">
<br /></div>
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<br /></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: "helvetica neue"; font-size: 18.0pt;">It Takes as Long as
Making a Cup of Joe</span></b></div>
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<span style="font-family: "helvetica neue"; font-size: 18.0pt;">By
creating a written document, you will not only have captured a history of the
efforts, your contacts in the media will appreciate the added information.
Remember, they are often in a scramble to shoot, interview and edit their piece
on the tightest of deadlines.</span></div>
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<br /></div>
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<span style="font-family: "helvetica neue"; font-size: 18.0pt;">It
is really a team effort, don’t ask—</span><span style="font-family: "helvetica neue medium"; font-size: 18.0pt;">What can this media contact do for us, but
what can we accomplish together?</span><span style="font-family: "helvetica neue"; font-size: 18.0pt;"></span></div>
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<br /></div>
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<span style="font-family: "helvetica neue medium"; font-size: 18.0pt;"><b>Here
is the link to the news piece:</b><br />
</span><br />
<a href="http://foxbaltimore.com/news/local/meals-on-wheels-a-constant-through-the-unrest-in-west-baltimore"><span style="font-family: "helvetica neue"; font-size: 18.0pt;">http://foxbaltimore.com/news/local/meals-on-wheels-a-constant-through-the-unrest-in-west-baltimore</span></a><br />
<br />
<span style="font-family: "helvetica neue"; font-size: 18.0pt;">If you would like a copy of the Media Brief, drop me an e-mail at <b>guyarceneaux@gmail.com</b> or leave a comment. </span></div>
Guy Arceneauxhttp://www.blogger.com/profile/13846549218554777684noreply@blogger.com0tag:blogger.com,1999:blog-1397668578704057703.post-20101452935126469032014-06-23T14:50:00.000-07:002014-06-23T16:33:21.989-07:00The Creative Rationale<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijbphjqjFp-rREmIKTwY8x1jbwx4zcwEJna1pl0zMZ_U65dKpSCT8_8m0JDnATwn4oa10nEPGlYA-VfAUDMxStk0t6KLz0ydvZsGTGOkbtPaK-3Dz1PXbqHvQKu1qoCUqd6HYwMEx1KjQ/s1600/creative_agency.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 6em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijbphjqjFp-rREmIKTwY8x1jbwx4zcwEJna1pl0zMZ_U65dKpSCT8_8m0JDnATwn4oa10nEPGlYA-VfAUDMxStk0t6KLz0ydvZsGTGOkbtPaK-3Dz1PXbqHvQKu1qoCUqd6HYwMEx1KjQ/s400/creative_agency.jpg" /></a></div><b>Managing client expectations with one simple tool</b><br />
<br />
While working at a very busy, creative shop, we found ourselves pitching up to eight separate projects a week. Multiply that by three fully fleshed-out comprehensive layouts for each.<br />
<br />
We began to notice that our pitches, made to lower-level agents were losing their initial power in the translation as the underlings made their pitches to the upper-levels. <br />
<br />
We couldn’t always be there when they met with the busy vice-presidents to whom they reported. A good account exec always prefers to pitch to the C-level officers, but in a large corporation, it is not always possible.<br />
<br />
<b>So what can you do about this?—A Creative Rationale Document</b><br />
<br />
My solution was to develop a creative rationale document to follow the comprehensives to the top. With this one sheet we could make sure that the finer points of the creative rationale were spelled out— the unique market positioning, the buyer’s proposition, the psychographic landscape, the calls to action.<br />
<br />
Once we began to arm our “underling” contacts with this document, we found that they felt more confident presenting our ideas, our work was sailing through the approval process quickly, and we were getting fewer instructions to morph the three separate solutions into one. <br />
<br />
There was one other up-side for us, some of the underlings were coming across as polished and poised now, they were getting promoted. They were meeting with us as vice-presidents and felt we were a part of their team!<br />
<br />
<b>That is no secret, your clients are part of your creative team!</b><br />
<br />
<br />
<br />
<br />
<br />
Guy Arceneauxhttp://www.blogger.com/profile/13846549218554777684noreply@blogger.com0tag:blogger.com,1999:blog-1397668578704057703.post-18416525207330615302014-06-21T16:20:00.000-07:002014-06-21T16:22:53.286-07:00Step by Step—Analysis of a Creative Team<br />
<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3DqC2TT7lp6w8r1B8zjspJrKtVMOQqWpCkSBX8iCLp7fcmYNNPU7O2V4oV1UnNXzL4AncHqpPvzeUj1RnOnalvZmSavbPdLhccIuKK55iQnvOC-ca4qAEzqymGnluqqUFrEIE82pCoxU/s1600/Stickman_communication_366x345.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3DqC2TT7lp6w8r1B8zjspJrKtVMOQqWpCkSBX8iCLp7fcmYNNPU7O2V4oV1UnNXzL4AncHqpPvzeUj1RnOnalvZmSavbPdLhccIuKK55iQnvOC-ca4qAEzqymGnluqqUFrEIE82pCoxU/s320/Stickman_communication_366x345.jpg" /></a></div><br />
The bottom line wake up call for any creative team: <br />
<b><h1>Drive the bus, or get thrown under it!</b></H1>It is always an epiphany to walk into a creative department with fresh eyes and discover just how things get done. So many competing creative agendas and hidden pressures come to bear in the process of delivering dynamite creative. <br />
<br />
<b>The first thing I look for is:</b><br />
<b>• Strengths and leaders<br />
• Creative potential<br />
• Dysfunctional processes<br />
• Communication whirlpools</b><br />
These are the definitions of core proficiencies for any creative department, whether in-house or hired agency.<br />
<br />
<b>Let's take these one by one to clarify:</b><br />
<b>• Strengths and leaders:</b> <br />
In a creative setting I would have to say strengths fall into four main categories—creative, communicative, strategic, executive. So—make a report card for those four things and give an objective score under each heading. Take note of the leaders in each category, they can help reinforce their own strength and play a part in cross-training the entire team.<br />
<br />
<b>• Assess Creative potential:</b><br />
Let's be honest about the creative potential. <br />
Are the writing and the design in sync?<br />
Is there a free flow of fresh ideas or are the same solutions recycled?<br />
Is the solution seen as a fire that needs to be extiguished?<br />
<br />
Make your observations pointed here, develop a constructive feedback loop to reveal old habits. Do so with a sense of humor, and coach a new attitude toward creative thinking for everyone on the team.<br />
<br />
<b>• Dysfunctional processes:</b> <br />
Diagram the process for a creative project together as a group, not how it should be at first, but how it really is in the current state.<br />
<br />
This open discussion of the creative process has probably never taken place before, and a good mediator can bring out the gems from the participants that makes consensus a group experience.<br />
<br />
<b>• Communication *whirlpool:</b> <br />
How does the creative team communicate amongst themselves? How do they communicate with their “clients”? *Whirlpools exist when two or three team members function as the communicators—a whirlpool. <br />
<br />
Assumptions get made about their responsibility for getting the word out. <br />
It is wise to assign communications across the entire team. Everyone is responsible for clarity of communication.<br />
<br />
It is important that they are straight forward across all constituencies to be effective. Your creative team is responsible for how well thing go, not the client, not the copywriters, art directors and production staff. The best scenario—the creative team expands to include all involved as long as the project is live.<br />
<br />
<i><b>* A whirlpool</b>—communications never get beyond two or three in a select <br />
group of communicators.</i> <br />
Guy Arceneauxhttp://www.blogger.com/profile/13846549218554777684noreply@blogger.com2tag:blogger.com,1999:blog-1397668578704057703.post-77720230111049519382014-01-18T10:17:00.000-08:002014-01-18T15:27:54.343-08:00More About Your Audience...<style>
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="color: #990000;"><b style="mso-bidi-font-weight: normal;">Your Audience:
Starting at the very beginning.</b></span></span></div>
Ask yourself this when developing any communication—to whom
am I communicating?
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<br /></div>
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The answer will inform you as you plan, develop, design and
edit. Don’t trick yourself—keep asking yourself that question—become objective
enough to become one with your audience.</div>
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<br /></div>
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At one time your audience may have been a thesis review
committee but you’ve graduated and are in a new arena. The audience for a
brochure about food security needs a much more direct approach, content
relevant to their experience and understanding.</div>
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<br /></div>
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Center yourself in the task of communicating <u>with</u>
someone, not <u>to</u> someone. Success lies in the subtle difference of those
two simple words, it all comes down to relevance for your reader.</div>
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<span style="font-family: "Trebuchet MS",sans-serif;"><br /></span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;"><b><span style="color: #990000;">Who is your audience? What is relevant to them? </span></b></span></div>
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Often organizational communications get trapped in a
syndrome that alienates their audience right away. This can best be described
as the talking to yourself.
</div>
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<br /></div>
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Everything you know about your topic does not have to be
conveyed in this communication. Don’t unload all of the technical terms you use
in your workplace on your unsuspecting audience. While willing to listen to
your logic, your audience may be very unwilling to become fully indoctrinated
at this first exposure. </div>
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<br /></div>
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="color: #990000;"><b>About that call-to-action! </b></span><b><span style="color: #990000;">What do you
want them to do?</span></b></span></div>
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<span style="color: #990000;"></span>Next ask yourself another question—what do we want the
audience to do? Do we want them to write to their congressman? Ask them to do
that. Do we want them to give generously? Ask them to do that. Do we want them
to attend an event and bring a friend?</div>
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<br /></div>
<div class="MsoNormal">
You don’t ask you don’t get! Don’t count on your readers to
do the right thing—it may be obvious to you what needs to be done, but then—you
work for an organization that makes doing the right thing part of its daily
duties.</div>
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<br /></div>
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You have to help them do the right thing and that means
making it simple to act. A clear choice, with a benefit that is comprehensible
and means something now not in the distant future.</div>
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<br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="color: #990000;"><b>Three simple guideposts to include in your content:</b></span></span></span><span style="font-size: small;"><span style="color: #990000;"><b></b></span></span></div>
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<ol>
<li><span style="font-family: "Trebuchet MS",sans-serif;"><span style="color: #990000;"><b>Audience focus,</b></span></span></li>
<span style="font-family: "Trebuchet MS",sans-serif;">
</span>
<li><span style="font-family: "Trebuchet MS",sans-serif;"><span style="color: #990000;"><b>Content relevance</b></span></span></li>
<span style="font-family: "Trebuchet MS",sans-serif;">
</span>
<li><span style="color: #990000;"><span style="font-family: "Trebuchet MS",sans-serif;"><b>Clear call to action.</b></span> <br /><br />guy arceneaux 1.18.14</span></li>
</ol>
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Guy Arceneauxhttp://www.blogger.com/profile/13846549218554777684noreply@blogger.com1tag:blogger.com,1999:blog-1397668578704057703.post-92034426462194710522013-12-15T15:53:00.000-08:002014-06-23T16:25:39.229-07:003 Questions About Your Audience<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgsHrLhIh1BF846RyHatPnn-i3KcNgLO8ptx6JONKwFTXe5CJHlrXvkIOLYzezMgp-Sb_XTWXulKbQNnIOWAWPF96SkJCb3WxKBH1q8Yoe7ka5WZG9Ew-C9a3ikjbA1gc-yhr2owYEx_k/s1600/target-audience-profile.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgsHrLhIh1BF846RyHatPnn-i3KcNgLO8ptx6JONKwFTXe5CJHlrXvkIOLYzezMgp-Sb_XTWXulKbQNnIOWAWPF96SkJCb3WxKBH1q8Yoe7ka5WZG9Ew-C9a3ikjbA1gc-yhr2owYEx_k/s400/target-audience-profile.jpg" /></a></div><style>
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<span style="font-size: large;"><span style="color: #990000;"><span style="font-family: Times;"><span style="color: black;"><span style="font-family: Times; font-size: large;">The following is a rudimentary approach to developing communications. I have seen many copy decks cross my desk that simply don't start with the audience in mind. Often copy sounds like one employee talking to another employee. Full of acronyms and jargon<span style="color: #990000;"><span style="color: black;">. So start by asking these three questions:</span></span></span></span></span></span></span><br />
<span style="font-size: large;"><span style="color: #990000;"><span style="font-family: Times;"><span style="color: black;"><span style="font-family: Times; font-size: large;"><span style="color: #990000;"><span style="color: black;"><br />
</span></span></span></span></span></span></span> <span style="font-size: large;"><b><span style="color: #990000;"><span style="font-family: Times;">Who is your audience?</span></span></b></span><br />
<div class="MsoNormal"><span style="font-family: Times; font-size: large;">Ask yourself this when developing any communication—to whom am I communicating?</span></div><div class="MsoNormal"><span style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span style="font-family: Times; font-size: large;">The answer will inform you as you plan, develop, design and edit. </span></div><div class="MsoNormal"><span style="font-family: Times; font-size: large;">Become objective enough to become one with your audience.</span></div><span style="font-size: large;"><br />
</span> <span style="font-family: Times; font-size: large;">The audience for a brochure, for instance, needs a direct approach, with content relevant to their experience and understanding.</span><br />
<span style="font-family: Times; font-size: large;"> </span><span style="font-size: large;"> </span><br />
<div class="MsoNormal"><span style="font-family: Times; font-size: large;">The task is to communicate <u>with</u> someone, not <u>to</u> someone. Success lies in the subtle difference of those two simple words, it all comes down to relevance. </span></div><div class="MsoNormal"><span style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span style="color: #990000; font-size: large;"><b><span style="font-family: Times;">What is relevant to them? </span></b></span></div><div class="MsoNormal"><span style="font-family: Times; font-size: large;">Often nonprofit communications alienate their audience with the same jargon you might hear in staff meetings. You audience most likely is not attuned to it, keep language direct and "you" centric.</span></div><div class="MsoNormal"><span style="font-family: Times; font-size: large;"><br />
</span></div><div class="MsoNormal"><span style="font-family: Times; font-size: large;"><span style="font-family: Times;">Everything <u>you</u> know about your topic does not have to be conveyed. </span>What is the one main take away you want your audience to absorb? Truth be told, they probably won't absorb more than one main message.</span><span style="font-family: Times; font-size: large;"> </span></div><div class="MsoNormal"><span style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span style="font-family: Times; font-size: large;"><span style="color: #990000;"><b>What do we want the audience to do?</b></span></span></div><div class="MsoNormal"><span style="font-family: Times; font-size: large;">Don’t count on your reader to do the right thing.<span style="font-family: Times,"Times New Roman",serif;"> It is important that you are explicit in your direction. </span></span><span style="font-family: Times,"Times New Roman",serif;"><span style="font-size: large;">If you don’t ask you don’t get!</span></span><span style="font-family: Times; font-size: large;"><span style="font-family: Times;"> </span></span><br />
<br />
<span style="font-family: Times; font-size: large;"><span style="font-family: Times;">A clear choice, with a benefit that is relevant, now, </span>makes it simpler to take action.</span></div><ul><li><span style="font-family: Times; font-size: large;">Do you want them to write to their congressman?<br />
—Ask them to do that. </span></li>
</ul><ul><li><span style="font-family: Times; font-size: large;">Do you want them to give generously?<br />
—Ask them to do that. </span></li>
</ul><ul><li><span style="font-family: Times; font-size: large;">Do you want them to attend an event and bring a friend?<br />
—Ask them to do that</span><span style="font-family: Times; font-size: large;"> </span></li>
</ul><span style="font-family: Times; font-size: large;">Keep the choices few, clear and easy. </span><br />
<div class="MsoNormal"><span style="font-size: large;"><br />
</span></div><div class="MsoNormal"><span style="color: #990000; font-size: large;"><span style="font-family: Times;"><b>Your message checklist:</b></span></span></div><div class="MsoNormal"><ul><li><span style="font-family: Times; font-size: large;">Audience focus—not a focus on the organization</span></li>
</ul><ul><li><span style="font-family: Times; font-size: large;">Content relevance—the audience should feel involved</span></li>
</ul><ul><li><span style="font-family: Times; font-size: large;">Clear call to action—a simple way to act</span></li>
</ul><ul><li><span style="font-family: Times; font-size: large;">Gratitude and appreciation</span><span style="font-family: Times; font-size: large;"> </span></li>
</ul><span style="font-family: Times; font-size: large;">Three questions frame your message and four simple guideposts act as your outline. Let your message do the hard work for you.</span></div><div class="MsoNormal"><br />
<span style="color: #990000; font-size: large;"><span style="font-family: Times;"><b>g.</b></span></span></div><div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><br />
</div><div class="MsoNormal"><span style="color: black; font-family: Verdana; font-size: xx-small;">© Copyright 2013 Guy Arceneaux All rights reserved</span><span style="font-family: Times; font-size: xx-small;"></span></div><div class="MsoNormal"><br />
</div>Guy Arceneauxhttp://www.blogger.com/profile/13846549218554777684noreply@blogger.com0tag:blogger.com,1999:blog-1397668578704057703.post-29068716590192164782013-12-15T11:59:00.000-08:002013-12-15T13:40:48.294-08:00Managing Your Creative Teams<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjpzKOou_6rgfvSUhIAPK76xgv_JPa5MWVJa4euYylNtacnSZuLXFlrE5QBeL0VRytCShstLcAuykkIS5WBjjHiM9MyrrHJekNATkMT_9Jv3Q2-GgE4iyJYzX06JEg3RJO_rwnDWqRq2SM/s1600/2013-05-19+14.25.09.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="239" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjpzKOou_6rgfvSUhIAPK76xgv_JPa5MWVJa4euYylNtacnSZuLXFlrE5QBeL0VRytCShstLcAuykkIS5WBjjHiM9MyrrHJekNATkMT_9Jv3Q2-GgE4iyJYzX06JEg3RJO_rwnDWqRq2SM/s320/2013-05-19+14.25.09.jpg" width="320" /></a></div>
<span style="color: #990000;"><b>There is no real secret to managing creative teams. </b></span><br />
There is a right way to support them and that is what many managers miss. Let us first toss out the myth of the creative person's personality.<br />
<br />
I have often been surprised by management types that think there is some secret to managing creatives—they hint around about creatives. They are different and have special needs don't they?<br />
<br />
<span style="color: #990000;"><b>Poppycock!</b></span><br />
Admittedly, creating dynamic campaigns, headlines and stunning visuals is a unique and separate skill set from say building a spreadsheet analysis of audience segment touch points.<br />
<span style="color: #990000;"><br /></span>
<span style="color: #990000;"><b>My experience is this</b></span>—creatives need room to explore, room to make some mistakes, all without judgment. Most creatives I have worked with are very hard on their own output. They work best in an atmosphere that allows unfettered visualization and vocalization.<br />
<br />
<span style="color: #990000;"><b>The optimum creative process is this:</b></span><br />
<ul>
<li>Develop a creative brief</li>
<li>Pick the creative team (a writer, designer, web site developer)</li>
<li>Hold a kick off—establish the goals, timeline, and background</li>
<li>Allow the team to set up their own creative brainstorm sessions</li>
<li>As creative director, it's up to you to set a review meeting</li>
</ul>
<span style="color: #990000;"><b>This is nothing new</b></span><br />
It is a time-honored process practiced by agencies all over the world. I am convinced that it can be used in any number of work environments—nonprofit as well as for-profit.<br />
<br />
Your organization will be better off if you encourage and nurture a creative culture. When it comes to creativity, constraints are a plus, allow it to blossom with a purpose. <br />
<br />
<b>If you want to receive a diagram of the creative process, e-mail me at:</b><br />
<span style="color: #990000;">arceneauxdirect@gmail.com</span>. <br />
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<br />Guy Arceneauxhttp://www.blogger.com/profile/13846549218554777684noreply@blogger.com0tag:blogger.com,1999:blog-1397668578704057703.post-53051135726629852042011-06-25T13:45:00.000-07:002011-06-25T13:45:25.023-07:00The Ad Agency is DeadThe ad agency you grew up imagining as the ideal place to exercise your creative chops—well it has changed dramatically in the last two years. What hasn't changed in the last two years?<br />
<div><br />
</div><div>Are you sure you still want to work in advertising? What if you got the job of your dreams only to show up to an empty office? Watch this deadpan report on the state of modern advertising.<br />
<br />
GA</div><br />
<iframe allowfullscreen="" frameborder="0" height="349" src="http://www.youtube.com/embed/ERGrSQoY5fs" width="560"></iframe>Guy Arceneauxhttp://www.blogger.com/profile/13846549218554777684noreply@blogger.com1tag:blogger.com,1999:blog-1397668578704057703.post-44285567801575444032011-05-30T14:15:00.000-07:002011-05-30T14:15:05.154-07:00Giving Up Design for Marketing<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqj7JxeuE6C6XSr2SvPfJFekI8vw0R98ckzmL1cI2wI48VSLt3qTG90PIh3JMF1WKT-ffaYDlTzb0y9S8GItCX2KUi6HcsI3OP06vn4vU2RB9rqKCqPPcJYVdOlvGybqVtWQ_yZpQxN_E/s1600/106496572-1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="242" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqj7JxeuE6C6XSr2SvPfJFekI8vw0R98ckzmL1cI2wI48VSLt3qTG90PIh3JMF1WKT-ffaYDlTzb0y9S8GItCX2KUi6HcsI3OP06vn4vU2RB9rqKCqPPcJYVdOlvGybqVtWQ_yZpQxN_E/s320/106496572-1.jpg" width="320" /></a></div>Recently I applied for and got a new position as the Director of Marketing, previously I was the Direct of Graphic Services. The process was full of livelihhood challenging questions, often presented by my subconcious mind.<br />
<br />
As a designer/writer in advertising I always thought of myself as a fairly savvy marketer, and believed the rubric<b>: good advertising is advertising that drives people to take action.</b><br />
<br />
<b></b>Now, I am in the driver's seat, and my creative instincts are called upon in a different way. I am not deciding how things get done but deciding what gets done.<br />
<br />
What gets done is not necessarily the print driven communications I concerned myself with most recently. Now I am examining all of the channels of communication—especially the power of video.<br />
<br />
That doesn't mean I am not a fan of print, but I want to see us (at a large international nonprofit) addressing all of our audiences—<b>where they are.</b><br />
<br />
<b></b>Web, is unfortunately not under my immediate oversight, but that may not be<br />
as unfortunate as it might appear—I will be the "client". But at the same time I<br />
know that web is the platform we must build our strengths around.<br />
<br />
So what do I do with all of those years of design knowledge? I expect that I will still be involved with designing and communicating visually, although it might be channelled to a more educational audience.<br />
<br />
I think that the value of good design is a marketing tool and strategy that can be leveraged to atract attention and get the word out about the good work we do everyday.<br />
<br />
Marketing depends on so many talented contributors to be efficient, I can stop mourning over my "loss". Being champion of the talents working with me will be a pleasure—they have work hard against daunting odds and tight deadlines to produce beautiful work.<br />
<br />
The next step is for them to become the originators of content rather than the executors—but that calls for a different paradigm.<br />
<br />
<b>Working on that next!</b><br />
<br />
GAGuy Arceneauxhttp://www.blogger.com/profile/13846549218554777684noreply@blogger.com0tag:blogger.com,1999:blog-1397668578704057703.post-82358936858189575362010-12-29T20:09:00.000-08:002011-01-22T08:00:12.083-08:00Ten Easy Steps to Build a Creative Brief<span class="Apple-style-span" style="font-family: Verdana; line-height: 26px;">By Guy Arceneaux </span><br />
<div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Verdana;"> Creative Director at Eco-OrbIT LLC<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span class="Apple-style-span" style="font-family: Verdana;"><br />
</span></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh22gen-qtaiEgggfwph_lusTpg0tLI_lkplOOY6XHMAXDBXHWPmysZFy4k7J8PGNd5WVH7zw_pQ97nHHqCtjo2cD8SL2aF10-Up8d0jItPbBcq45k27D5C45wUAI1LyNcG9nbKqNhECYM/s1600/100992863.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="176" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh22gen-qtaiEgggfwph_lusTpg0tLI_lkplOOY6XHMAXDBXHWPmysZFy4k7J8PGNd5WVH7zw_pQ97nHHqCtjo2cD8SL2aF10-Up8d0jItPbBcq45k27D5C45wUAI1LyNcG9nbKqNhECYM/s320/100992863.jpg" width="320" /></a><span class="Apple-style-span" style="font-family: Verdana;"><span class="Apple-style-span" style="font-family: Helvetica;"></span></span></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="color: #333333; font-family: Verdana;">A creative brief is </span><br />
<span style="color: #333333; font-family: Verdana;">the basis for any successful creative project. This simple document should be your guidepost to a project’s scope of</span><br />
<span style="color: #333333; font-family: Verdana;">work and goals.</span><br />
<span style="color: #333333; font-family: Verdana;">You and your client can refer to it as the project moves forward.</span><span style="color: #333333; font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="color: #333333; font-family: Verdana;">As a client management tool, a creative brief is more than a professional courtesy—it demonstrates your ability to think as a strategic partner. <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="color: #333333; font-family: Verdana;">A well-crafted creative brief also protects you from "scope creep", documentation of the original assignment can aid in contract</span><br />
<span style="color: #333333; font-family: Verdana;">re-negotiation should a project’s definition change. While the brief is</span><br />
<span style="color: #333333; font-family: Verdana;">not a contract, it is a written agreement your client should sign.<o:p></o:p></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-outline-level: 1; mso-pagination: none; text-autospace: none;"><b><span style="color: #333333; font-family: Verdana;">Here are the ten things to cover:<o:p></o:p></span></b></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="color: #222222; font-family: Verdana;">These ten elements make for a solid creative brief. As you become comfortable with this process, you may develop questions suited to your area of practice.</span><b><span style="color: #333333; font-family: Arial;"><o:p></o:p></span></b></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="color: black; font-family: Arial;">1. Overview</span></b><span style="color: black; font-family: Arial;">—</span><span style="color: #333333; font-family: Verdana;">Describe the product and what the major features are, how is it seen in the marketplace?<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="font-family: Arial;">2. Audience—</span></b><span style="font-family: Verdana;">What is the target audience and how should the product be positioned?</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="font-family: Arial;">3. Offer—</span></b><span style="font-family: Verdana;">What is being offered to the prospect and what must they do to respond the offer?</span><span style="color: #333333; font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="font-family: Arial;">4. Benefits—</span></b><span style="font-family: Verdana;">What main benefits make the product desirable? <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="font-family: Arial;">5. Success—</span></b><span style="font-family: Arial;">How will you and the customer determine success?<b> <o:p></o:p></b></span></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="color: black; font-family: Arial;">6. Brand Promise—</span></b><span style="font-family: Verdana;">Describe what the product promises to the customer—is it timesaving, safety, an ease of mind, or status?<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="font-family: Arial;">7. Creative Assignment— </span></b><span style="font-family: Arial;">What is the initial creative deliverable and what will be the final product? When is it due and what does the client expect in terms of presentation? </span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="font-family: Arial;">8. Budget—</span></b><span style="font-family: Verdana;"> What is the range of costs the client has allotted for this project? Have you specified extra costs you may incur?<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh22gen-qtaiEgggfwph_lusTpg0tLI_lkplOOY6XHMAXDBXHWPmysZFy4k7J8PGNd5WVH7zw_pQ97nHHqCtjo2cD8SL2aF10-Up8d0jItPbBcq45k27D5C45wUAI1LyNcG9nbKqNhECYM/s1600/100992863.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br />
</a><b><span style="font-family: Arial;">9. Requirements—</span></b><span style="font-family: Arial;"> </span><span style="font-family: Verdana;">What logo restrictions, format and production considerations need to be addressed?</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;"> </span><span style="font-family: Verdana;"> <o:p></o:p></span></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="font-family: Arial;">10. Timeline— </span></b><span style="font-family: Verdana;">What major deadlines should you include to build a fully fleshed-out timeline?<o:p></o:p></span></div><div class="MsoNormal" style="line-height: 20.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal"><span style="color: #222222; font-family: Verdana;">Establishing a creative brief as a part of your normal business process will set you miles ahead of the competition. The payoff is in the clarity of focus that initiates the new job, and the rapport you and your client can develop.</span><br />
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<b><div style="display: inline !important;"><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><div style="display: inline !important;"><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><b><div style="display: inline !important;"><b><div style="display: inline !important;"><div style="display: inline !important;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important;"><b><div style="display: inline !important;"><div style="display: inline !important; 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<b><div style="display: inline !important;"><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><div style="display: inline !important;"><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><b><div style="display: inline !important;"><b><div style="display: inline !important;"><div style="display: inline !important;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important;"><b><div style="display: inline !important;"><div style="display: inline !important; 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font-weight: normal;"><b></b></span></div><b><div style="display: inline !important;"><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><div style="display: inline !important;"><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><b><div style="display: inline !important;"><b><div style="display: inline !important;"><div style="display: inline !important;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important;"><b><div style="display: inline !important;"><div style="display: inline !important; 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margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><div style="display: inline !important;"><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><b><div style="display: inline !important;"><b><div style="display: inline !important;"><div style="display: inline !important;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important;"><b><div style="display: inline !important;"><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><div style="display: inline !important;"><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><b><div style="display: inline !important;"><b><div style="display: inline !important;"><div style="display: inline !important;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important;"><div style="display: inline !important;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important;"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color: #333333;"></span></span></div></div></div></div></div></div></div></div></b></div></b></div></div></b></div></div></div></div></b></div></div></div></div></div></b></div></b></div></div></b></div></div></div></div></b></div></div></div></div></div></div></div></b></div></b></div></div></b></div></div></div></div></b></div></div></div></div></div></b></div></b></div></div></b></div></div></div></div></b></div></div></div></div></div></div></div></b></div></b></div></div></b></div></div></div></div></b></div></div></div></div></div></b></div></b></div></div></b></div></div></div></div></b><span class="Apple-style-span" style="color: #222222; font-family: Arial; font-size: 13px;">© 2010 Guy Arceneaux All rights reserved.</span></div>Guy Arceneauxhttp://www.blogger.com/profile/13846549218554777684noreply@blogger.com0tag:blogger.com,1999:blog-1397668578704057703.post-64577859583206048132010-12-15T22:31:00.000-08:002011-01-22T08:10:09.637-08:00How to Write the All-Important Creative Brief<div style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; margin: 0px;"><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBim-T9Fe6EmJmXNbGQICAF3NcB4pkNeEmSDQfrf39NipPPikImvnYC1eAk4z_aaIz_RCSB55I8PgBqgIDYUYVOTqLtDXcGj88Kq2xYi6HGXZHwWIqoKfmuXd02eL7jtO_KNslnejorQc/s1600/80609369lr.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBim-T9Fe6EmJmXNbGQICAF3NcB4pkNeEmSDQfrf39NipPPikImvnYC1eAk4z_aaIz_RCSB55I8PgBqgIDYUYVOTqLtDXcGj88Kq2xYi6HGXZHwWIqoKfmuXd02eL7jtO_KNslnejorQc/s400/80609369lr.jpg" width="400" /></a></div><br />
<span class="Apple-style-span" style="font-size: medium;"> </span><br />
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">By Guy Arceneaux<br />
Creative Director at Eco-OrbIT LLC<o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Suppose you're going to meet with a new client and the project description was not very meaty. You plan to get the information at the "fact-finding" meeting, right?<o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><br />
</span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Here is a document to add to your account management file. It should end the "what a dummy" moment when you've neglected to ask for key information. Don't wait until the meeting to answer these questions, do your homework!</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="font-size: 14pt;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">The Essential Questions:</span></span></b><b><span style="font-family: Arial; font-size: 14pt;"><o:p></o:p></span></b></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><b><span style="color: #333333; font-family: Arial; font-size: 14pt;"><br />
</span></b><br />
<b><span style="font-family: Arial; font-size: 14pt;"><span class="Apple-style-span" style="color: #990000;">What is the budget?</span></span></b><b><span style="font-family: Arial; font-size: 14pt;"><o:p></o:p></span></b></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">Notice, the first question starts with the hairiest topic. Discussing the budget up-front prevents you from wasting your time and the client's time.</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• What are their accounting practices?</span><b><span style="font-family: Arial;"><o:p></o:p></span></b></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• Do they need to provide information to get on their vendor roll?</span><b><span style="font-family: Arial;"><o:p></o:p></span></b></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;"><b><span class="Apple-style-span" style="color: #990000;">What are the project objectives?</span></b></span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">What is the purpose of the project, the primary objective, the secondary objective?</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;"><span class="Apple-style-span" style="color: #990000;"><b>Examples:</b></span></span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• Raise market awareness by 25%</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• Educate existing customers</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• Enthuse potential donors</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• Reposition the organization's image</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• Meet a legal requirement</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• Build company loyalty</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;"><b><span class="Apple-style-span" style="color: #990000;">What creative approach fits the market positioning?</span></b></span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">Let me explain what is meant by "creative approach". We are not talking about a blue brochure or a specific type treatment. That is your baileywick, you determine design approach. A creative approach covers whether this is a hard sell, a soft sell, an informational appeal. Sophisticated, basic, operational, hip are creative approaches. Blue is not a creative approach, unless you are selling music.</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;"><span class="Apple-style-span" style="color: #990000;"><b>Who is the target audience, the readers/viewers/customers?</b></span></span><span style="font-family: Arial;"><span class="Apple-style-span" style="color: #990000;"><b><o:p></o:p></b></span></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span class="Apple-style-span" style="font-family: Arial;">Determine gender, age, socio-economic strata, occupation and
geographic concentration.</span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• Are they knowledgeable about the service or product?<o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span class="Apple-style-span" style="font-family: Arial;">• What motivates them to act?</span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;"><span class="Apple-style-span" style="color: #990000;"><b>What is the product or service and what are its features?</b></span></span><span style="font-family: Arial;"><span class="Apple-style-span" style="color: #990000;"><b><o:p></o:p></b></span></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span class="Apple-style-span" style="font-family: Arial;">Make a list of specifications, components and other details.</span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• How is it delivered and how does the prospect pay for the service?</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• How has it been marketed before?</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• How is it used in everyday application?</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• What sets it apart in the marketplace?</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;"><span class="Apple-style-span" style="color: #990000;"><b>What are the benefits to the customer?</b></span></span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">Make a list of the tangible and intangible benefits.</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• How will the target be better off for using this product?</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• Does it save time or money? If so, how much?</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• Are there metrics to back this up?</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• What trade-offs might be in play?</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">example: higher quality usually means higher price</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;"><b><span class="Apple-style-span" style="color: #990000;">What are the two strongest benefits?</span></b></span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">Rank them—concentrate on the two strongest. This is your platform, the audience will walk away with one main idea. Be as objective and specific as possible.</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">• What should the main take-away be?</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;"><span class="Apple-style-span" style="color: #990000;"><b>What support is there for the benefits?</b></span></span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">Get test data, focus group reports, user testimonials—proof of benefit claims. Accept only facts, not opinions; only specifics, not generalizations.</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">Is there a customer-satisfaction initiative, online help chat, a money-back guarantee?</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;"><span class="Apple-style-span" style="color: #990000;"><b>What similar products/services are available?</b></span></span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">The competitive market—get names, specifications, prices, good and bad features.</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">Did a key competitor launch a new service for a similar product?</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;"><span class="Apple-style-span" style="color: #990000;"><b>What creative considerations, limitations or mandates do you face?</b></span></span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">Examples:</span><span style="font-family: Arial;"> budget, schedule, size paper, use of color, number of photographs/illustrations, corporate standards, personal likes/dislikes (tread carefully here).</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;"><b><span class="Apple-style-span" style="color: #990000;">Who will take care of the components of the creative product?</span></b></span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">Discuss these and identify areas to expand your involvement.</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">Copy? Photography? Illustration? Printing? Back-end coding?</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;"><span class="Apple-style-span" style="color: #990000;"><b>What are the methods of distribution?</b></span></span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">Where will the ad run, the brochure be used, the mailer be sent, the banner be placed?</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;"><b><span class="Apple-style-span" style="color: #990000;">Who is in the approval loop?</span></b></span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">Don't assume anything. Find out how many people must review the project during the creative process. Ask them to be present for the creative presentation. A word of advice, junior people should not be relied upon for an official stamp of approval. Don't be dismissive of them, they someday may be the person who signs off on your creative.</span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;"><span class="Apple-style-span" style="color: #990000;"><b>What is the timeframe?</b></span></span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">Do not, I repeat, do not be pressured into an accelerated timeline in a client meeting. You will regret it and you will lose money. Tell the the client a detailed schedule will be a part of the forthcoming creative brief. Need you say more?</span><span style="font-family: Arial;"><o:p></o:p></span></div><span style="font-family: Arial; font-size: 12pt;"><br clear="ALL" style="page-break-before: always;" /> </span> <br />
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;"><span class="Apple-style-span" style="color: #990000;"><b>Your follow-up is all-important:</b></span></span><span style="font-family: Arial;"><o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">1. Take the time to type a report based on this information.<o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">2. Keep a copy of the brief in the job folder.<o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">3. Send a follow-up e-mail no later than 24-hours after the meeting.<o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">4. Get to work on that upcoming creative brief and timeline.<o:p></o:p></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: Arial;">Yes, my creative friends, it takes a bit of hustle to follow-up. Believe me, it will pay off in the long run for you and your client relationship. You will have set yourself miles ahead of other designers.</span><br />
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<b><div style="display: inline ! important;"><div style="display: inline ! important;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important;"><div style="display: inline !important;"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color: #333333;">g.a. </span></span><br />
<span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color: #333333;"></span></span><span class="Apple-style-span" style="font-family: Helvetica; font-weight: 800;"><b></b></span><br />
<b><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><b><div style="display: inline ! important;"><b><div style="display: inline ! important;"><div style="display: inline ! important;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><div style="display: inline !important;"><b><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><div style="display: inline !important;"><b><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><div style="display: inline !important;"><b><div style="color: #666666; display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-weight: normal;"><div style="display: inline !important;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important;"><div style="display: inline !important;"><span class="Apple-style-span" style="color: black; font-family: Helvetica; font-weight: 800;"><b></b></span></div><b><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><b><div style="display: inline ! important;"><b><div style="display: inline ! important;"><div style="display: inline ! important;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><div style="display: inline !important;"><b><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><div style="display: inline !important;"><b><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><div style="display: inline !important;"><b><div style="color: #666666; display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-weight: normal;"><div style="display: inline !important;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><div style="display: inline !important;"><div style="display: inline !important;"><span class="Apple-style-span" style="font-size: x-small;"><span class="Apple-style-span"><span class="Apple-style-span">© Copyright 2009 Guy </span></span></span><span class="Apple-style-span" style="font-size: x-small;"><span class="Apple-style-span"><span class="Apple-style-span">Arceneaux</span></span></span><span class="Apple-style-span" style="font-size: x-small;"><span class="Apple-style-span"><span class="Apple-style-span"> All rights reserved</span></span></span></div></div></div></div></div></b></div></b></div></div></b></div></b></div></div></b></div></b></div></div></div></b></div></b></div></b></div></div></div></div></b></div></b></div></div></b></div></b></div></div></b></div></b></div></div></div></b></div></b></div></b></div></div></div></div></div></b></div></b></div></b></div></div></div></div></b></div></b></div></b></div></div><div style="font-weight: 800;"><div><b><div style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif;"><b><div style="display: inline ! important;"><b><div style="display: inline ! important;"><div style="display: inline ! important;"><div style="margin: 0px;"><b><div style="display: inline !important;"><b><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><div style="display: inline !important;"><b><div style="display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"><div style="display: inline !important; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><div style="display: inline !important;"></div></b></div></div></b></div></b></div></div></b></div></b></div></div></div></b></div></b></div><div></div></b></div></div>Guy Arceneauxhttp://www.blogger.com/profile/13846549218554777684noreply@blogger.com2tag:blogger.com,1999:blog-1397668578704057703.post-8910060788037172342010-12-15T19:55:00.000-08:002010-12-16T09:45:18.938-08:00The Creativity Spigot<div style="font-family: Arial;"><span class="Apple-style-span" style="font-size: large;"><span class="Apple-style-span" style="font-size: 18px;">It always amazes me how misunderstood the creative staff is at most agencies. Management's often </span></span><span class="Apple-style-span" style="font-size: 18px;">peeved when creative staff straggles into the office at 9:30 in the morning.</span></div><div style="font-family: Arial;"><span class="Apple-style-span" style="font-size: large;"><span class="Apple-style-span" style="font-size: 18px;"><br />
</span></span></div><div style="font-family: Arial;"><table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKuZE7Y65f3X5CbdE8uC3tR-8Tr291bCgDMur24uOURYKP2SVhR9IWJPRJ7BYNefruVnOISWw7zDThpd3j6hrKDfWW42ZpkWoOaqCow25ScFvCgS8UIGRUnGqyJ7ALMDtitfZbLKZmyDE/s1600/104239983.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="299" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKuZE7Y65f3X5CbdE8uC3tR-8Tr291bCgDMur24uOURYKP2SVhR9IWJPRJ7BYNefruVnOISWw7zDThpd3j6hrKDfWW42ZpkWoOaqCow25ScFvCgS8UIGRUnGqyJ7ALMDtitfZbLKZmyDE/s320/104239983.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><i>Making the most of tough strategic challenges,<br />
creatives are Sisyphus redefined.</i> </td></tr>
</tbody></table><span class="Apple-style-span" style="font-size: large;"><span class="Apple-style-span" style="font-size: 18px;">Where were they when the art directors and writers were shutting down their computers </span></span><span class="Apple-style-span" style="font-size: large;"><span class="Apple-style-span" style="font-size: 18px;">at 10:30pm? Or when the entire weekend was devoted to completing an assignment due first thing Monday morning? Usually, the copy deck was </span></span><span class="Apple-style-span" style="font-size: 18px;">written by 5:30pm on Friday, but the finessing of the design and creation of illustrations takes hours </span><span class="Apple-style-span" style="font-size: 18px;">of experimenting. It has gotta pop!</span></div><div style="font-family: Arial;"><span class="Apple-style-span" style="font-size: large;"><span class="Apple-style-span" style="font-size: 18px;"><br />
</span></span></div><div style="font-family: Arial;"><span class="Apple-style-span" style="font-size: large;"><span class="Apple-style-span" style="font-size: 18px;">I am not writing a gripe here but pointing out a fundamental fact most "suits" don't get about their creative staff. They are addicted to the creative process, the buzz of great ideas resulting in copy, typography, photography and illustration that can push your buttons. Creatives handle an addictive and fragile commodity—the lifeblood of the agency.</span></span></div><div style="font-family: Arial;"><span class="Apple-style-span" style="font-size: large;"><span class="Apple-style-span" style="font-size: 18px;"><br />
</span></span></div><div style="font-family: Arial;"><span class="Apple-style-span" style="font-size: 18px;">They work extraordinary hours, give up weekends and push their comfort zone to deliver great solutions. The money often doesn't match the hours sacrificed in the quest of excellence.</span></div><div style="font-family: Arial;"><span class="Apple-style-span" style="font-size: large;"><span class="Apple-style-span" style="font-size: 18px;"><br />
</span></span></div><div style="font-family: Arial;"><span class="Apple-style-span" style="font-size: large;"><span class="Apple-style-span" style="font-size: 18px;">Creativity is simply not on tap like in some Microsoft template library. It is unique, a creative team that produces thoughtful solutions is a beautiful thing. Give that resource the room it needs to grow. </span></span></div><div style="font-family: Arial;"><span class="Apple-style-span" style="font-size: large;"><span class="Apple-style-span" style="font-size: 18px;"><br />
</span></span></div><div style="font-family: Arial;"><span class="Apple-style-span" style="font-size: large;"><span class="Apple-style-span" style="font-size: 18px;">Not everyone has the stamina to create three fully fleshed out concepts. Appreciate the effort your people go through to get great viable concepts. Encourage the flowering of creative teams by </span></span><span class="Apple-style-span" style="font-size: 18px;">honoring their idiosyncratic process.</span></div><div style="font-family: Arial;"><span class="Apple-style-span" style="font-size: 18px;"><br />
</span></div><div style="font-family: Arial;"><span class="Apple-style-span" style="font-size: large;"><span class="Apple-style-span" style="font-size: 18px;">Support your creative teams, don't alienate them. An agency that celebrates the creative process ultimately fosters growth in all of its endeavors. It's that simple.</span></span><br />
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<b><div style="display: inline ! important;"><div style="display: inline ! important;"><div style="margin: 0px;"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color: #333333;">g.a.</span></span></div></div></div></b></div></b><br />
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<b><div style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif;"><div style="margin: 0px;"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="color: #990000;"><br />
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</span></div></div></b><b><div style="color: #666666; font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; font-weight: normal;"><div><div style="margin: 0px;"><span class="Apple-style-span" style="font-size: x-small;"><span class="Apple-style-span"><span class="Apple-style-span">© Copyright 2009 Guy </span></span></span><span class="Apple-style-span" style="font-size: x-small;"><span class="Apple-style-span"><span class="Apple-style-span">Arceneaux</span></span></span><span class="Apple-style-span" style="font-size: x-small;"><span class="Apple-style-span"><span class="Apple-style-span"> All rights reserved</span></span></span></div></div></div><div><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="font-family: 'times new roman';"><span class="Apple-style-span" style="color: #333333;"><br />
</span></span></span></div></b></div></div>Guy Arceneauxhttp://www.blogger.com/profile/13846549218554777684noreply@blogger.com0