why working with creatives isn't working

WHY WORKING WITH CREATIVES ISN’T WORKING

HYPE SESSION APRIL 21

Vincent d’halluin – SD mortierbrigade

HELLO! I AM VINCENT

@vincentdh

WHY WORKING WITH CREATIVES ISN’T WORKING

WHY WORKING WITH CREATIVES ISN’T WORKING

Bernoulli’s  Equa/on:    

Feynman Technique 

•  Step 1. Choose the concept you want to understand.

•  Step 2. Pretend you’re teaching the idea to someone else. 

•  Step 3. If you get stuck, go back to the book.

•  Step 4. Simplify your language.

Good planners make complicated things simple. Bad planners make simple things complicated

“A problem well-put is a problem half-solved.”

John Dewey

YOUR JOB

SIMPLIFY

Most briefs

SELL MORE

SALES ARE NEVER THE REAL PROBLEM

Exercise: WHY?

Define a daily life problem and keep asking why.

SOLVE THE PROBLEM

don’t answer to the brief

WHY WORKING WITH CREATIVES ISN’T WORKING

UNDERSTAND

• The business

• The problem

• Your client

• Your colleagues

UNDERSTAND

• The business

• The problem

• Your client

• THE CUSTOMER

• Your colleagues

A BAT AND A BALL COST €1,10 IN TOTAL. THE BAT COSTS €1 MORE THAN THE BALL.

HOW MUCH DOES THE BALL COST?

3%

SYSTEM 1

•  FAST •  IMPLICIT

•  EXPERIENTIAL •  INSTINCTIVE

•  EMOTIONAL

SYSTEM 2

•  SLOW •  EXPLICIT

•  ANALYTICAL •  EFFORTFUL

•  COGNITIVE

YOU GIVE EMOTIONAL PEOPLE A BRIEF WRITTEN BY RATIONAL PEOPLE.

EMOTIONAL PEOPLE who ARE NOT allowed to critic the work of rational people.

You go back with emotional work to rational people.

YOUR JOB

human understanding

CREATIVE INSPIRATION

YOUR JOB

human understanding

business advantage

INTRODUCING

THE BRIEF

Vs

The briefing

“Every order which can be misunderstood will be misunderstood”

Jacob Meckel, 1877

A SYMPHONY?

THE BRIEF

•  CLEAR •  Stating the problem

•  inspires •  Elaborated & discussed

•  from the planner

THE BRIEFING

•  Clear •  Stating the problem

•  inspires •  In beta & open to discussion

•  From the team

BRIEFING

OUTPUT

INPUT

INFLUENCE

INTELLIGENCE

CLAIMS

Vs

IDEAS

Great campaigns are A simultaneous orgasm of strategy and creation.

It’s rare in advertising as well

SHOW WHAT PEOPLE WITH DEMENTIA ARE

CAPABLE OF, THANKS TO THE POWER

OF MUSIC

Let’s play WHAT’S THE BRIEF

Let’s play WHAT’S THE BRIEF

Let’s play WHAT’S THE BRIEF

Let’s play WHAT’S THE BRIEF

My first campaign @ mortierbrigade

Good joke – strategy: 1 - 0

YOUR JOB

BECOME THE CREATOR OF DIRECTIONS

Directions?

• Start with many ideas. People with little ideas freak out.

• Discuss the directions

• Provide stimuli

Make it an experience

• Go outside

• Try the product

• Go where your target is

What creatives say

•  Be brief •  AVOID , , , , , •  Spark ideas •  Give many proof points •  Use insights only if they are fresh / TRUE •  Don’t create or write taglines •  BE PROVOCATIVE •  BELIEVE IN THE POTENTIAL •  WEAR NICE SHOES

The next day

HI

REPOSITION

Creepy weirdos Beloved entertainers

REPOSITION

WHY WORKING WITH CREATIVES ISN’T WORKING

“You and I both drink from the same well of inspiration. The difference is that you get to piss in it first.”

EXERCISE

YES BUT

INTRODUCING

THE REVIEW

ASK

•  If you want to win an argument, ask the person trying to convince you of something to explain how  it would work. 

•  If they can explain why they are correct and how things would work, you’ll learn something. If they can’t you’ll soften their views, perhaps nudging them ever so softly toward your views.

•  You should attempt to re-express your target’s position so clearly, vividly, and fairly that your target says, “Thanks, I wish I’d thought of putting it that way.

•  You should list any points of agreement (especially if they are not matters of general or widespread agreement).

•  You should mention anything you have learned from your target.

•  Only then are you permitted to say so much as a word of rebuttal or criticism.

FEEDBACK METHOD

•  Questioning feedback: “what did you like best?” •  AFFIRMATIVE FEEDBACK “What I liked…” •  PERSPECTIVE FEEDBACK “as a planner, I lack…” •  Open feedback “according to you, …” •  Gossip feedback: everyone gives feedback, creative only

replies afterwards •  Tips & tricks feedback: “I once worked on this campaign and

we did that to tackle the issue” •  Personal feedback: write an email afterwards •  Plus one feedback: if you agree, keep it short

Become the (wo) man with the questions instead of the planner with the answers.

COMMANDMENTS

•  Be useful

•  Help, don’t impress

•  Don’t fall in love

•  Build trust

•  Give all your ideas away

LOVE

THEM

WHY state the problem clearly WORKING WITH CREATIVES ISN’T WORKING

WHY state the problem clearly WORKING WITH CREATIVES collaborate, don’t convince ISN’T WORKING .

WHY state the problem clearly WORKING WITH CREATIVES collaborate, don’t convince ISN’T WORKING questions are your best friend