Every time you come across a message, service, app or social interaction, the first thing your brain automatically asks is “What’s In It For Me?”
We all do it, all the time, without even really thinking about it. Everybody does. It’s like the human brain is permanently wired to a single radio station: WIIFM. Unless your brand message can answer that question for your audience, your marketing is almost certainly going to get filtered out.
So we developed a workshop to help clients and agencies craft briefs that contain the answer to “What’s In It For Me?”. From there, we’ve developed a whole range of sessions to help client teams find local insights, improve brainstorms and judge creative response to briefs. Take a look:
w2fm: the better briefing workshop
Learn to write a killer value proposition in an afternoon
Great results come from great work. Great work comes from great briefs. Great briefs come from focusing on what your audience wants to hear and making that your key message.
And that’s what w2fm is all about: tools, tips and techniques for writing the briefs that inspire the work that gets results.
If that sounds interesting and you’d like someone to tell you a little more about w2fm, we’ve got an app for that: Barrie Seppings, Creative Director at Ogilvy, Singapore. Here he is, offering a quick introduction to w2fm:
If your team is ready to write the kind of briefs that inspire your agency to create great work that delivers outstanding results, they’re more than ready for w2fm. It’s fast, it’s fun and it’s very interactive – in fact, it hardly feels like work at all. If you’re wondering what “w2fm” actually means and why we think it is so important, take a quick look at this ‘prezi’. It’s kind of like a regular presentation deck – only much, much better.
Call in the Bomb Squad
With a little planning, you can run brainstorms that don’t suck
We’ve all spent too many hours in too many bad brainstorms to want to keep doing them. I also believe, however, that once you cease to put in the effort to find a better alternative, you forfeit your right to complain. And I love complaining. So we’ve developed a template for tackling problems as a group and quickly arriving at new thinking that has been critically reviewed and supported.
We call it the Bomb Squad, because it puts the problem or opportunity in the middle of the room andsurrounds it with smart people who work quicklyto blow it up into a big idea. We also call it that, because it sounds like it will be politically incorrect, to someone, somewhere.
Sound a bit like regular brainstorming? Yes – if regular brainstorming involved preparation, structure and discipline. The preparation is in the pre‐work, ensuring that the room takes no longer than 30 minutes to get up to speed, and no one can derail the process with those tragic words: “we’ll have to go and find that out”. The structure is in the way the team is assembled: a carefully‐calibrated mix of youthful enthusiasm and learned wisdom, of technical insight and wide‐eyed wonder, of careful reconnaissance and daring risk taking. And the discipline comes from the squad leaders, who are charged with keeping to the schedule and building the follow‐through plan (another big failing of traditional ‘brainstorms’).
If you’d like to know more about how to detonate great thinking (without anyone getting hurt), get in touch and we’ll talk.
Learn to Push the Right Buttons
Evaluating creative with discipline and focus produces better work, better results
Writing better briefs and then focussing your best people on developing the answers to them is an important part of the process. But it will all be for nothing if the same discipline is not applied to evaluating creative work and providing constructive feedback and direction. We’ve developed a short, interactive training session that simulates the creative approvals process and illuminates the correct approach to judging the work.
‘Pushing The Right Buttons’ is based on a simple voting system and a very specific set of criteria. In the course of the session, clients and agency people learn the difference between subjective and objective thinking, the importance of environment & focus, and the ‘North Star’ principle of a well-written, mutually-approved brief. This session is particularly useful for developing a common set of priorities among cross-functional teams of both agency and client talent.
If you’d like to know more about how to get objective about creative, get in touch and we’ll talk.
Start up the Relevance Engine
Find local insights to help drive more effective localisation
Global brands often perform the ‘pendulum swing’ between absolute centralised control and unfettered local expression. On one hand, centralisation gives you consistency, but it also drains brands of relevance with cultures and consumers in local markets.
The Relevance Engine is a simple tool and session that helps local teams uncover the nexus between what a global brand wants to say, and what a local audience wants to hear. Using readily accessible data sources, some public and some proprietary, The Relevance Engine lets teams do discovery, research and case building for intelligent localisation of global brand campaigns.
If you’d like to know more about how to develop local relevance for global brands, get in touch and we’ll talk.
I love Tight Briefs
Discover what briefs do, why teams need them and which types fit best.
This full day workshop takes mixed client and agency teams of all roles and seniority and ‘level sets’ the understanding and implementation of the one document no creative process can survive without: the brief. Filled with team work, lego, creativity and underwear jokes, the “I Love Tight Briefs” workshop lets clients and agencies focus on creating a document that’s both inspiring and useful.
If you’d like to know more about how to make your briefs tighter, get in touch and we’ll talk.