how to have a wonderful collaborationship with your planning / creative partner

HOW TO HAVE A WONDERFUL COLLABORATIONSHIP WITH YOUR PLANNING / CREATIVE PARTNER

HELLO PLANNINGNESS

FRAN HAZELDINE

HEAD OF STRATEGY

BBH LA

WHAT WE’VE HEARD

WHAT WE’VE HEARD

WHAT WE’VE LEARNED

IT’S ABOUT HOW

THE PLANNER / CREATIVE SURVEY

LOTS OF SOFT, FLUFFY QUESTIONS

SOME NICE LOOKING RESULTS

ROBUSTLY UNSCIENTIFIC

WHO RESPONDED?

1. PAST RELATIONSHIPS

MOSTLY POSITIVE OR NEGATIVE?

HOW MANY “SPECIAL RELATIONSHIPS”?

CONCLUSION:

PLANNERS CAN BE A BIT CLINGY

CREATIVES PLAY HARDER TO GET

2. REAL VS IDEAL PARTNERS

WHAT DO PLANNERS THINK OF CREATIVES?

WHAT DO PLANNERS WANT FROM CREATIVES?

WHAT DO CREATIVES THINK OF PLANNERS?

WHAT DO CREATIVES WANT FROM PLANNERS?

CONCLUSION:

WE WANT TO WORK MORE CLOSELY

WITH SOMEONE LIKE OURSELVES

3. THE RELATIONSHIP IN PRACTICE

WHAT MAKES A GREAT CREATIVE BRIEF

WHEN SHOULD WE BE TOGETHER?

WHERE DO BABIES COME FROM?

CONCLUSION:

PLANNERS SHOULD GIVE MORE

CREATIVES REALLY WANT IT

4. CASTING THE FUTURE

WHO DO WE WANT TO GET INTERACTIVE WITH?

HOW MANY PARTNERS AT A TIME?

CONCLUSION:

IT’S NORMAL TO ENJOY A THREE-WAY

(OR A FOUR / FIVE / SIX-WAY)

SUMMARY: HOW TO HAVE A WONDERFUL #COLLABORATIONSHIP

ASK ABOUT YOUR PARTNER’S TRUE NEEDS

FIND DIFFERENCE ON COMMON GROUND

IF YOU LIKE GROUP ACTION, TRY INTERACTIVE

CALL US MAYBE

BBH LOS ANGELES

8360 MELROSE AVENUE

WEST HOLLYWOOD

CA 90026

+1 (323) 204 0160

FRAN.HAZELDINE@BARTLEBOGLEHEGARTY.COM

PELLE.SJOENELL@BARTLEBOGLEHEGARTY.COM