ikra ny campus 2014 - overview
DESCRIPTION
My vision of NY advertising industry. Lectures reviews, links to documents and cases, conclusions and findings from discussions. Please see full version if you interested in notes and schedule (http://d.pr/f/1aS34/4Pfn7h7m).TRANSCRIPT
Why did I goTo improve personal
background
a. 7+ years in media, research and strategy. Evident gap in knowledge of creative process.
b. To know technics and tools of the process.
c. To meet people.
To know how people see the industry
a. Ideal agency as business and as community.
b. Digital is no more just channel in a plan.
c. Market moves to shops & boutiques.
d. Ways to drive the market.
Nota bene:all impressions shared are extremely personal. Author can be crazy and have a weak memory. However,there’s a chance he speaks from position of media agency.
17 days of deep dive
14+ people from different areas
7 tours to foremost agencies
21 lectures on ~10 directions
Terms
a. Prototypingb. Agile. Lean. Scrum. Sprintc. Retainer budgetd. Proactive pitches
Operations
a. Sharing and education for team inspiration
b. Brainstormingc. Educating clientsd. Freelance on hiree. 20% margin at least
Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri15 16 aug 17 aug 18 aug 19 aug 20 aug 21 aug 22 aug 23 aug 24 aug 25 aug 26 aug 27 aug 28 aug 29 aug
Arriving
Introduction/ Meeting
(Going inside of English language)
Lana
New Business Development/
Strategy
Digital Out of Home
Day OFFDesign
thinking/User experience
Digital production/innovativ
e prototyping
Creative technology,
presentations
Digital production (team,process
General Overview of Creative Process
Day OFF
New Media Solutions
Start Up and Company
Collaboration
Trends in digital advertising industry
Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
10-00
JWT tour, 466 Lexington Ave #6
New York, NY 10017, 9:30-11 AM
11-00
12-00
Сrown Victoria, Introduction, basic
NYC FAQ's, schedule, directions
13-00 LUNCH LUNCH LUNCH LUNCH LUNCH LUNCH LUNCH
14-00
Daniel Murphy(Co-Founder at
VendorDBpformer BBDO
producer) - Startup
15-00
16-00
Matilda Kahl/Sophie
Isherwood(Creative Director at
Saatchi&Saatchi/C
17-00Андрей Габисов,
Global PointПерерыв
18-00
Daniil Krivoruchko, Charlex, "NY ad industry - POV of
the Russian Proffessional"
Chris GorgesHavas WorldwideSenior Strategist
Jeremy Adirim (JWT) - Goals and KPI of production
19.00
Introductory
Meeting
Xavier Gallego(Art director at R/GA)
Benjamin Zoll( Strategist at Bartle
Bogle Hegarty)
Caitlin Burns (Business
Strategist for Media Companies,
Producer, Freelance
Consultant at Caitlin Burns &
Associates)
Flavio Vidigal CD at firstborn - From Creative Tactics to
Transmedia Storytelling
Scott Wells - startup business
development
Patrick Keyes,The Bounce
groupPrincipal
Lana Voynova, Sapient Nitro, UX designer - User
Experience presentation
Zeh Fernando(Senior
Developer at Firstborn)
Prototyping, user testing, and development
Rebecca Sharma (Senior Digital Producer at
Victoria's Secret)David Vale (ass cd
at Firstborn) - Creating and selling the unknown
English language lesson 1, Lana
Voynova, Sapient Nitro
English language lesson 2, Lana
Voynova, Sapient Nitro
Josh Horowitz, Fake Love, Head
Of Creative Development | Founder- Fake
Love best campaigns
Elena Melendy, Senior Content
Strategist at Ogilvy
Jeff Scardino (sr.copywriter at
Ogivly) -Proactive Pitching with the underlying theme
of prototyping
Bruno Perotto (art director from
firstborn) - How to build an effective mood board + Moodboarding
workshop
Clemens Brandt, director of digital
operations at BBDO,
Collaborate, Iterate, Prioritize,
Create
BBDO, 10:30-1 PM, 1285 Avenue of the AmericasNew York, NY
10019
HUGE, 1030-1, 45 Main St #220Brooklyn, NY
11201
ADC (tour+speaker)Igna
cio Oreamuno, Executive Director , 106 W 29th StNew York, NY
10001 , 10:30-1 pm
Sapient Nitro tour, 40 Fulton St
New York, NY 10038 , 1030- 1
PM
Museum of motion picture
Firstborn tour 1130-2pm
Let’s take a look
Lana Voynova.English. Biz ethics.
Presentation 1Presentation 2
a. Don’t blame anybody.b. Be easy and be positive.c. Don’t go straightforward to a
problem, use fillers & buffers.d. Don’t decline anything w/o
walkabouts. It’s dead-end.e. Thank people.f. Give feedback.
Danil Krivoruchko.NY ad industry.
Presentation
a. People not being late.b. Very wide planning horizon. 3-days
pitches are not usual thing.c. Your English doesn’t matter. Your
skills do.d. Overtime is paid (not common thing).e. Multi-skill is rare and therefore
valued.
Patrick Keyes.New agencies.
Presentation
a. Agency brand got to stand for something.b. Sell clients what they need not what you
need to sell.c. Digital agencies becoming “Brand Agencies”.d. CMOs need 10 mini-campaigns /Y vs. 1/Qe. Marketers need partners not pitchesf. Cold callingcreating beacons to help find
youg. Integration drives faster growth
Fakelove.We’ll love u if u let us.
Fakelove.We’ll love u if u let us.
Presentation
a. fakelove.tvb. Don’t pursuit a client with idea.
Clients just buy.c. Always experimenting. Do what drives
them.d. 20% margin is nothing.
Jaguar case100K+ views a day / 2.3 unique reach+230% increased dealership traffic
Elena Melendy.Content strategy.
Presentation
a. Young discipline. No SEO.b. No any evident effects to be
measured. (?)c. Selling model is fee.d. Only account managers are
responsible for commercial.e. Richard Ingram
Lana Voynova.Crash course in UX.
Presentation
Clear and useful presentation. Just read it.
a. Project is always a risk. The same problems like we have.
b. Use tools for testing and prototyping.c. usertesting.comd. omtimalworkshop.com
Huge.Ideal large agency.a. Yes, market moves to shops.b. R&D doesn’t make profit, but
they want to.c. Work by teams. Mix experience.d. Campaign used to be just TV
spot. It’s digital now and it’s complicated.
e. Both education and hiring.f. Let a client test and see interim.
Jeff Scardino.Proactive pitching.
Presentation
Owning oppsCreating opps
Knowing opps
jeffscardino.com
Ou
r ro
uti
ne
Mis
sin
g
op
port
un
itie
s
Jeff Scardino.Proactive pitching.
Presentation
a. You deal with people.b. Prototype. You have only chance.c. Research. Springwise, PSFK.d. Mobile is next big thing.e. Big idea is harder to sell, but it does
exist.f. Creative technologists are extremely
trendy.g. Future is networks go down.h. In shop you can’t hide.
jeffscardino.com
Zeh Fernando.Prototyping, ut & dev.a. pepsispire.com. @vimeob. Cynder framework
Jeremy Adirim.Producers’ goals&KPI
Presentation
a. Money and timings person.b. Master of nothing and the champion
of everything.c. Split by teams and try to negotiate.
Bruno Perotto.Moodboarding.a. Research & predictive thinking.b. Windows of New Yorkc. Case for local biz owners (AmEx
event):a. 3d modelb. Personal Instagram for bizc. Socializingd. Map development
David Vale.Create&sell unknown.
Presentation
a. Research.b. Split to teams. Have developers!c. Mind maps.d. Idea ≠ execution.e. Protect, name and explain ideas.f. Leave space for client to contribute.g. inVision for prototypingh. Rolex case: how to communicate w
luxury
Clemens Brandt.Agile.
Presentation
a. 80% estimated wrong.b. Experience maps.c. Scrum master gets everything
together. 10 mins meeting every morning. Solve tasks softly.
d. Freelancers are ok, but it is better mindset to have them in the team
e. Prioritize.
Clemens Brandt.Agile.
Presentation
a. Do small things and learn from customers.
b. Don’t think about how complicated things are. Think about product via sprints.
c. Expectation management.d. pop app - prototyping on paper.
JWT.
JWT.
+
Flavio Vidigal.Creative Tactics & TM.a. Brainstorms.b. Sharing ideas inspires and educates staff.c. Educate your clients. Talk to them!d. Build relationships w client. Go face-to-
face.e. No matter how boring and
straightforward the briefing is there’s always a way to push your ideas to a better spot.
PresentationFull doc with videos
Xavier Gallego.Creative process.
Presentation
a. Debrief is important.b. Prototype. Use paper.c. Be versatile.d. Remote is next big thing.e. Reddit / drivel / behance.f. If you stuck go whiteboard.
Benjamin Zoll.Comm planning.
Presentation
a. Social won’t beat TV. TV is TV.b. 3 social media rules:
a. Social is means not an end.b. Don’t control everything. You can’t.c. Quality above quantity.
c. Mobile will grow.d. Research.e. Selling via numbers.
Rebecca Sharma.New media in retail.
Presentation
a. Brands are into technology.b. Brands try to raise the experience.c. Storytelling. All touch points.d. Stay close to marketing team and
customer care center
Sapient Nitro.
a. War rooms & adaptive teams.b. Briefs are majority. PP mainly for new biz.c. Creative agencies trying to bring analytics
ind. Don’t tell the whole secret. Have an idea
which others can’t execute.e. No researchers. Use client’s data. No data
driven decisions.f. Tell CEO/CMOs why they need a project.
Daniel Murphey.Startup collaboration.
Presentation
a. Don’t get stuff approve.b. Lean method = MVP + tests.c. Trinity of interactive: functionality, UX,
design.d. Retainer budget.e. 1 cocktail party vs. 1000 likes.f. VendorDB.g. Producthunt.com.
Scott Wells.Biz development.
Presentation
h. eventbright / garysguide
i. no pdfs or ppts on 1st contact
j. Have statisticsk. Prof. casuall. sales ≠ marketingm. People buy things
from people they trust
a. Short lettersb. Rapportive / ColdIDc. salesforce/sugarcrmd. Be assertive.
Propose.e. bcc FollowUpThenf. Leads are not leads
till you call. Make lists.
g. SEE PPT!
Matilda & Sophie.Creative collaborationa. Personify. Mr. Wind. Allstate Mayhem.b. Spokesperson.c. Personal story:
a. Misty Copeland, Duracellb. Derrick Coleman, Trust your power
d. Trust via facts. Prove it. Dove evolution.e. Heritage. Back to start.
a. Chipotle gets avocado out during off-season to show they do care.
Ignacio Oreamuno.Art Directors Club.a. Changes are happening. Future is now.b. Everybody's frustrated. Improve yourself.c. Titles are dying. You can be like anyone.d. Billings system should be reviewed.
Agencies should invent. No campaigns but solutions.
e. Everybody's creative. You are creative.f. You reform the industry.
Agile.Prototype.
Go out of the box.Storm, educate &
share.
Learn. Improve yourself.
Compete with industry.Invent the industry.
Meet people.
Stas Kremnevmail memail me a projectslidesharefacebooklinkedIn
Thanks
a lot