bima + creative equals evening masterclass: how to shape great creative
TRANSCRIPT
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BIMA + Creative Equals MasterclassHow To Shape Great Creative
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Name: guestnet
Security: WPA2-Personal
Password: soul15skid
8.45pm
@BIMA #BIMACreative
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Ali HananCreative Director at Blippar
Founder of Creative Equals
@creativeequal
SPEAKER
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Creative Director
@creativeequal
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@creativeequal
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Creative Equals is the gender diversity kitemark of the creative industry.
We aim to provide more pathways to success for female creatives by working with directly with
industry, recruitment, and agencies.
Our mission is to train, mentor, sport and champion female creative talent throughout their careers and all the way to the top.
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Who’s on board?
Laura Jordan-Bambach Creative partner, Mr President, Founder SheSaysNick Turner, CCO, Sapient NtiroSimon Richings ECD, Analog FolkCaitlin Ryan ECD, CheilSimon Gill, CCO, IsobarEmma Perkins ECD, Lowe OpenKarin Onsinger-Birch CCO, FCB San Francisco & L.AKat Hahn, Creative Strategist,FacebookJason Fletcher and Marcus Illes, CCOs, Publicis ChemistryDuan Evans, ECD, AKQANIcky Bullard, Chairman CCO MRM MeteoriteJames Temple, CCO, R/GAHelen Fuchs, ECD DigitasLBiSusan Hoskins, CD, MotherVicki Macguire, ECD, GreyVictoria Buchanan, ECD, Tribal DDBJulie Seal, Creative Strategist, Facebook. and many more…
Ali HananFounder, MD, Creative Equals
Becky McOwen-BanksNon-executive director, CD FCBInferno
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‘Creative woman of the year’ Dream Award
‘Throughout the 30 years, I've sat on juries with zero women, I've
worked in agencies with zero female leaders, but the fact is this
has been an issue for a long time. I signed up to Creative Equals on spot. The truth is change will not come without an industry-
wide action plan to address it. The Drum’s Dream Award will create a goal – and a role model to follow.’
Ian Hawarth, Executive Creative Director, Wunderman Dream Awards judge
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Pierre DuquesnoyCreative Director at DigitasLBi
@PierreDuq
SPEAKER
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25th JULY 2016
The Pigeon Air Patrol
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BUILD A TEAMI support. I belong. I care.
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GET SH*T DONEA bit of luck. A lot of hard work.
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DON’T BE AFRAID TO FAILGo big or go home.
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Thank you!
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Caitlin RyanExecutive Creative Director at Cheil
@CheilUK
SPEAKER
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S P O T T H E O P P O R T U N I T Y
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TU:HON
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Move from one dimensional story telling to multidimensional story telling
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The C Word
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Find partners to collaborate with in network and in the wider creative industry
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T A K E CONTROL
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Anna Rose KerrCreative at Havas London
@annarosekerr
SPEAKER
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CHALLENGE:It’s never been done before.
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SOLUTION:Bring in the right team.
CHALLENGE:It’s never been done before.
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CHALLENGE:The lawyers don’t like it.
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SOLUTION:Hold on to the story you want to tell.
CHALLENGE:The lawyers don’t like it.
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CHALLENGE:Our business objectives have changed.
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Simon WassefGroup Strategy Director at R/GA
@SAWassef
SPEAKER
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SIM O N W ASSEF , EXEC U T IVE ST R AT EG Y D IR EC T O R , R/G A L O NDO N
S H A P I N G G R E A T C R E A T I V EA S T R A T E G I S T ’ S 1 0 P E N C E
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S T O P . C O L L A B O R A T E & L I S T E N .
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T H I N K D I F F E R E N T L Y .
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L O V E T H E P R O B L E M .
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M A K E Y O U R B R I E F I N G M E M O R A B L E .
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W A T C H T H E G A M E A W A Y F R O M T H E B A L L .
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A S K A P R O P E L L I N G Q U E S T I O N .
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K I L L Y O U R B A B I E S .
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E M B R A C E T H E T E N S I O N .
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K N O W C U L T U R E .
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A N D D E S I G N T O I M P A C T I T .
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‘ O F B R I E F ’ ‘ O F F B R I E F ’ .=
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D A T A I N F O R M S D E C I S I O N S . I N S T I N C T M A K E S T H E M .
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S E L L H U M A N I T Y ,N O T T E C H N O L O G Y .
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F I N A L L Y :B E I N I T F O R T H E L O N G H A U L
& P E R S E V E R E .
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@ SAW ASSEF
T H A N K Y O U .S I M O N W A S S E F , E X E C U T I V E S T R A T E G Y D I R E C T O R , R / G A L O N D O N
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Catherine HopeAssociate Creative Director at Naked
Communications
@cath_hope
SPEAKER
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Hello!
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Great work is more than just the work
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How To Shape Great Creative
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I M P A C T O NT H E B R A N D
I M P A C T O NT H E A U D I E N C E
I M P A C T O NY O U R T E A M
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Sell more bikinisin a crowded market
Surfdome
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© 20
16 N
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Category Truth
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Product Truth
Functional
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Consumer Truth
“I don’t wear abikini to look sexy.”
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Consumer Truth
“It can be a little frightening but just take the leap”
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Cultural Truth
Werk
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Idea
Work Your Bikini
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Ideas that died
• Design a bikini with smart fabric thatshows you how much you are ‘working it’
A tweeting bikini that nudges you to getoff your arse if unused for too long
93 different girls working it, one forevery day of summer
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How To Shape Great Creative
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I M P A C T O NT H E B R A N D
I M P A C T O NT H E A U D I E N C E
I M P A C T O NY O U R T E A M
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How To Shape Great Creative
1
I M P A C T O NT H E B R A N D
I M P A C T O NT H E A U D I E N C E
I M P A C T O NY O U R T E A M
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Thank you
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Dan HarveyExperience Design Director at SapientNitro
@dancharvey
SPEAKER
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BIMA + CREATIVE EQUAL MASTERCLASS
HOW TO SHAPE GREAT CREATIVE
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H O W T O S H A P E G R E A T C R E A T I V E
“ W H Y C A N ’ T W E W O R K W I T H A C L I E N T L I K E G O O G L E ? ”
“ M O R E F I N A N C I A L S E R V I C E S ? T H I S S U C K S ! ”
“ W E D O N ’ T H A V E E N O U G H B U D G E T T O D O A N Y T H I N G G O O D . ”
“ F U C K ! L E G A L J U S T S H A T A L L O V E R T H E I D E A . ”
EVER SAID THIS?
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H O W T O S H A P E G R E A T C R E A T I V E
O N L Y G R E A T B R A N D S C A N D O G R E A T W O R K
O N L Y E X C I T I N G S E C T O R S H A V E E X C I T I N G B R I E F S
O N L Y W E L L - F U N D E D P R O J E C T S C A N D O G R E A T W O R K
S P E C I A L I S T C L I E N T T E A M S ( H E L L O L E G A L ! ) R U I N E V E R Y T H I N G
CHECK YOUR BIAS
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H O W T O S H A P E G R E A T C R E A T I V E
Y O U N G E R A U D I E N C E K E Y D E M O G R A P H I C T A R G E T
M O R E L I K E L Y T O S W I T C H ( T H R E A T & O P P O R T U N I T Y )
7 D A Y S W I T C H I N G A N D O T H E R P O L I C Y C H A N G E S
M O B I L E C U S T O M E R S E N G A G E M O R E W I T H P R O D U C T S
2 0 0 8 C R I S I S D A M A G E D T H E I R R E P U T A T I O N
CONTEXT
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H O W T O S H A P E G R E A T C R E A T I V E
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H O W T O S H A P E G R E A T C R E A T I V E
I M P R O V E E N G A G E M E N T W I T H Y O U N G E R A U D I E N C E
D O I T C O S T - E F F E C T I V E L Y
D R I V E L O Y A L T Y A N D S A T I S F A C T I O N
B R I N G T H E B R A N D P R O M I S E T O L I F E
OBJECTIVES
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H O W T O S H A P E G R E A T C R E A T I V E
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H O W T O S H A P E G R E A T C R E A T I V E
O V E R 5 0 0 , 0 0 0 C U S T O M E R R E Q U E S T S
1 7 , 0 0 0 R E Q U E S T S P E R W E E K
O V E R £ 2 2 M I L L I O N C L A I M E D
METRICS (FIRST YEAR)
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H O W T O S H A P E G R E A T C R E A T I V E
F R O M N E G A T I V E T O P O S I T I V E I N C H A N N E L ( F R O M L A G G A R D T O L E A D E R )
O N G O I N G I M P R O V E M E N T I N S W I T C H I N G L E V E L S / C O N V E R S I O N
4 0 % O F T H E T A R G E T A U D I E N C E U S E I T T W I C E M O N T H L Y
6 5 P C O S T D R I V E N T O 0 P
X 1 5 G R O W T H I N U S E
“ H E L P F U L N E S S ” O F T H E S E R V I C E P R A I S E D B Y C U S T O M E R S
RESULTS
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H O W T O S H A P E G R E A T C R E A T I V E
N O T A B E L O V E D B R A N D
L O A T H E D S E C T O R
S M A L L T E A M , O N L Y £ 8 0 K
S T A R T E D F R O M A C O N V E R S A T I O N W I T H T H E F R A U D T E A M
BIAS IN CHECK
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