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Thoughts on the adidas campaign?
For me:
1. Help ensure things are on brief. That doesn’t mean just giving feedback, but actually helping to shape things. So not “this isn’t on brief” so much as “if we tweaked a little bit this way it will get us closer to the brief.”
2. I think we are there to represent the target audience so occasionally I may give feedback “as a consumer” in which I say that something is confusing or misleading etc.
This for me, too.
I try to kill the shit ideas early.
Structuring the ideas? Giving feedback? Only there to say if anything is off strat?
Listen.
Speak only when necessary.
Be a trusted advisor to creative, account, media, priduction and everybody who has a stake.
If you foster a reputation for "killing" anything, you'll find yourself at loggerheads with everyone. Don't be that person.
I appreciate this.
It's also being mindful of where the idea hasn't met the key strategic parameters and why that limits the potential of the work. But always be mindful of the fragility of an idea and give strength and power to it by building with teams and advocating only for the work not the political attendants
Good strategy is as instantly translatable as a good idea. It’s not about winning the brainstorm, but everyone swimming together congruently. No pedestals, no divisions, just focusing on the brief and the best attack points to solve it.
For an internal brainstorm, it’s to contribute from the perspective of the approach, to nuance and explore ideas with a mind the considers all pathways to make a idea successful
Agree, Be constructive. Make the work better. Relate to the audience. How your nudges make the idea or message more relatable to the consumer. Its ok to push creative. Good creatives are good w input. Others, it is what it is
Account should also be allowed to provide input and speak for client. They can also be strategic thinkers even if they are not strategists, not only to handle setting up the meeting. Agree that good account people so welcome input but their input should be respected .
Be useful to the work not to kill it.
get excited about the ideas. that doesn’t just mean saying you like them. it means seeing the potential for connections and activations at every touchpoint which leverage the best ideas. be the brand’s audience reacting to the work in the mtg, channel ways they might react that the ideas can build on. if you’re not excited about anything and can’t think of anything helpful to say, stfu. write down promising areas the creative can explore. discuss with your cd--and your acct director after the mtg. btw you shouldn’t not be excited. you shouldn’t have briefed uninspiringly. you should have been checking in with the creatives between then and the meeting. you failed. own it and work your ass off to get the energy back for the brand.....
It's not about being dishonest, it's about being honest in a way where people know you want their work to win. To be better. To see the possibilities. Putting work on the line is incredibly vulnerable for a creative so appreciating that means you can be honest but in a way where everyone is on the same side with the same goals.
Make sure the work, works.
You represent the target audience, and give feedback from that point of view. You want to stay away from direct creative feedback (ie I don’t like that headline or image) and focus on target (why are we showing a Snapchat campaign when our target is grandmas?) or outcome (the brief was to increase online sales, and this doesn’t direct the customer online). In newbiz internals strategy is probably also shaping the pitch and may lean more into direct creative feedback. As strategists move up to director level and above the weight is more focused on campaign results and outcomes, so there’s more ability to kill bad campaigns and revise creative with a strategist who has a proven track record at driving the clients bottom line