managing creative with aaron o'keefe

M A N A G I N G C R E AT I V E RASMUSSEN’S COLLEGE DESIGN LECTURE SERIES A U G U S T 11 , 2 0 11

A G E N D A

Who I Am

Where I Work :: Colle+McVoy

What I Do :: The Role of an Account Executive

The Creative Brief and Process

Social Media and the Digital Space

What’s Next

Discussion

W H O I A M

W H E R E I W O R K : : C O L L E + M C V O Y

CLIENTS

DIGITAL AOR

CLIENT FOOTPRINT

AGENCY CAPABILITIES (170 PEOPLE, ALL IN-HOUSE)

STRATEGY

• Primary Research (Qualitative and Quantitative methods)

• Secondary Research (Forrester, Simmons, PSFK, eMarketer, etc.)

• Consumer Insights

• Customer Segmentation/Targeting

• Brand

• Interactive/Social Media/Mobile • Marketing Innovation

• Customer Segmentation/Targeting

• Brand

• Interactive/Social Media/Mobile • Marketing Innovation

ADVERTISING

• Print• Radio

• Broadcast

• Print• Radio

• Broadcast

• Nontraditional• OOH

• Retail (POP/POS)

DESIGN

• Brand Identity

• Brand Visual design standards• Logo creation/evolution

• Package Design

• Corporate Communications • Collateral

• Package Design

• Corporate Communications • Collateral

INTERACTIVE

• Website Design (IA, site-maps, content strategy, page design)

• Website Development (coding, integration, DBA, commerce, deployment, support)

• Mobile Design and Development

• Design and execution of social media strategies

• Web Analytics

• Mobile Design and Development

• Design and execution of social media strategies

• Web Analytics

MEDIA

• Creative Tactics• Media Planning• Negotiation/Buying

• Connection Planning• SEO/SEM• Audit/Analytics

• Connection Planning• SEO/SEM• Audit/Analytics

PUBLIC RELATIONS

• Media Relations

• Earned Media• Blogger Outreach

• Crisis Management

• Influencer Strategy

• Media Training• Social Media

• Influencer Strategy

• Media Training• Social Media

ADVERTISING

PR

M

EDIA INTERACTI

VE

DESIG

N

STRATEGY

W H AT I D O : : T H E R O L E O F A N A C C O U N T E X E C U T I V E

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“Advertising is a craft executed by people who aspire to be artists, but is assessed by people who aspire to be scientists. I cannot image any human relationship more perfectly designed to produce total mayhem.” - John Ward

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+ Serve as the primary contact for communications between agency and clients

•  Contact reports

•  Change orders

•  Status reports

•  Presentations/decks

+ Drive the process of creating brand and marketing communication strategies

•  Creative briefs

+ Manage internal integrated teams from project inception to completion

+ Partner with creative producers to develop project estimates and timelines

+  Track agency hours against approved budgets to ensure profitability

A C C O U N T R E S P O N S I B I L I T I E S

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+ Better to have it and not need it, than need it and not have it

+ Support what you say

+ Start on time. End on time.

+ Have an agenda and stick to it

+ Always follow up + You cannot lead a team from your desk

+ Make no commitment without consultation

+ No surprises about money or time

W H AT M A K E S A G O O D A C C O U N T P E R S O N

T H E C R E AT I V E B R I E F A N D P R O C E S S

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+ What is the reason for this assignment?

+ Who are we talking to? What is their key mindset or tension?

+ What future could this brand own?

+ What fact(s) will back us up?

+ What are the key personality traits? + How will success be measured?

+ What are the mandatories?

C R E AT I V E B R I E F C O N T E N T

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+ What is the reason for this assignment?

+ Who are we talking to? What is their key mindset or tension?

+ What future could this brand own?

+ What fact(s) will back us up?

+ What are the key personality traits? + How will success be measured?

+ What are the mandatories?

C R E AT I V E B R I E F C O N T E N T

C A R I B O U C A S E S T U D Y

FIVE CONSECUTIVE YARS OF GROWTH

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+ Recession

+ Caribou was experiencing a three-year sales decline

+ Starbucks was outspending Caribou 95 to 1

+ McDonald’s introduced McCafe behind a $100 MM campaign

T H E S I T U AT I O N ( 2 0 0 9 )

“GO TO THE MOVIES TWO TIMES A MONTH INSTEAD OF THREE. GET YOUR HAIR CUT EVERY SIX WEEKS RATHER THAN FIVE. AND CUT OUT TWO GOURMET COFFEES A WEEK.” -SUZE ORMAN, 2009

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+ Second quarter profit of $2.5 million, versus $1.3 million from the year before

+  $68.9 million in sales, up form $63.0 million a year before

+  30 million media impressions within one month of the relaunch

+  500% increase in Facebook fans

+ Over 1 million Twitter impression during the relaunch +  In Minneapolis (Caribou’s most heavily supported market), Starbuck’s market share

dropped 4% during the relaunch

C A R I B O U B R A N D R E L A U N C H R E S U LT S ( M A R C H 2 0 1 0 )

S O C I A L M E D I A A N D T H E D I G I TA L S PA C E

Facebook has 700 million users and Google handles over 11 billion queries per month. Worldwide, there are over 5

billion mobile subscribers (9 out of 10 in the U.S.) and every two days there is more information created than

between the dawn of civilization and 2003.

TopRank

Social media accounts for one out of every six minutes spent online

Journalism.co.uk

Social media advertising spending

will increase from 2.1 billion in 2010 to $8.3 billion by 2015.

Direct Marketing News

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+  27 million visits over two back-to-school seasons

+ Users spent an average of 12+ minutes on the site

+  48% of the visitors to the site clicked through to the Taubman mall websites

+ Referenced on over 50,000 website and blogs, including Tech Crunch, ESPN, MSN Money, USA Today and VH1’s Best Week Ever

+  The app was listed in the “Staff Favorites” and in the “Top Paid Apps” on the iTunes home page for several weeks

+ Ev, the founder of Twitter, posted his Yearbook Yourself photo

Y E A R B O O K Y O U R S E L F R E S U LT S

W H AT ’ S N E X T . . .

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Mashable.com

Swiss-miss.com

Coolhunting.com

Frederiksamuel.com/blog

Adweek.com/adfreak

Psfk.com

Onclub.org/#pane=awards

Ffffound.com

Notcot.org

Woostercollective.com

Likecool.com

Adsoftheworld.com

Creativity-online.com

Thefwa.com

C H E C K T H E S E S I T E S O U T

D I S C U S S I O N

T H A N K S