Expectation&

Experience

Today > Creative Development > Terms of Expectation & Experience. Your Expc future Creatives :: Expe as CW/CD Your Expct in an Agency :: My Expe within Consumer E::E, Creative Development E::E WHY? Expe: how we learn. Expc: how we live. Expc GUIDE Expe, Hope>Exper=Expec So, talk about Your Expc>

What r your Expectations for your future? Expectations as creatives? … at agencies? What kind of Creative/Agency Experience do u want? Why agencies …? Many creative options today. > If creative person: happiest @ creative-driven >

?

Creative-driven means Quality of Ideas drive agency + Creative Leadership has final say. Client-driven = Client Leadership has say > different Expecations, different Experience Client-driven & creative-driven similar in Structure but different in Spirit.

vibe

Creative Expectation > every assignment = make something GREAT. Creative agencies support, defend, ability to sell and mentality of thinking INNOVATIVELY A lot of Agencies & Clients have different expectations>why we get this >>

Get it done > make customer happy > the longer it takes, the less money we make Completely Different Experience Some agencies think Profit > Creative agencies think Possibility Creative agencies spend more time asking>

we can’t ...WHAT IF ?

When the Agency/Creative Expectations are high enough, when expectation is to elevate brand + engage audience, we get Experiences like this >

And when Expectation is “good enough”, to take client orders, just get done, we get Experience this >

Love. People love my product. So happy about my product. Can’t wait to see what my product does next.

Brawny, JCP, BofA, Dodge A lot of agencies: take assignment and DO assignment

At Best Agencies > Take assignment, Do assignment, Do it Creatively and Think + Connect Audience in ways that Engage them and ...

INSPIRE THEM. Let that be your Expectation & your Experience.

Industry in midst of Disruption so great it’s full-scale Disorientation Client Expectations have impacted Agency Expectations have transformed the Agency Experience in many ways. !!

Technology has transformed Marketing Experience & Consumer Expectations What’s really changed? <Move into audience> No longer one-way. No longer advertiser talking at consumer > Consumer is now a creator & curator. Not about Talk At > Create With >>Not about Dictating > Creating Dialogue Everybody trying to figure out = Exciting Time to Get into industry

TNT We Know Drama

Ideas can break free of Media Platform & Exist to Engage Create Experience that can be shared <PLAY> Agencies must Evolve & Creatives & Creative Process must Evolve, too.

Last Photo On Your Phone?

requires an evolved type of creative person today > Ivan Cash Selfless Portraits, etc. In today’s hyper-connected, human-disconnected world, ideas like these allow our humanity emerges through technology and transcend it. >> Super Cool.

TheCreativeProcess

Brother Navy pilot. Landing carrier at night. More terrifying? Blank piece of paper. At Creative-driven agencies, the Expectation is Make It Great. At most agencies, the Expectation is to Get it Done & Go Home.

Strategy Idea Generation

Client Approval

Execution

Creative Development Process Strategy>Right info, right insight Idea>Right for Brand, Audience, Times, Client Execution>Right Decisions At best agencies, Expectations are very high … not just Sell >

on-strategy

on-brand

creative

compelling

guide social content

create engagement

invite participation

cross-channel

bring cohesion to everything

Creative Development Expectations Where do you start? CREATIVE BRIEF >

The Creative Brief

What are we marketing at all?

What is the marketing trying to do?

Who are we talking to?

What do we know about them that could help us?

What is the main thought we want to communicate?

Why should people believe us?

What is the best way of doing this?

Typical > Variations :: tension in marketplace? what to create most buzz? Now familiar with Expectations, time for Experience Who’s heard of ABC?

A T L A N T A

Right, doesn’t exist. Does exist, not by that name. This is a real assignment. You’re creative. I’m creative director. I wrote the strategy > you’re executing. I need one idea. Take thru strategy>you present it.

WHY ARE WE MARKETING AT ALL?

Breakfast has become a $50 billion day part and, over the last decade. QSRs such as Denny’s, IHOP

and McDonald’s have pioneered the way, giving permission for countless newcomers including Chick-

Fil-A and Subway to innovate, penetrate and encroach on what was formerly the domain of local

kitchens and diners.

Additionally, the concept of breakfast is no longer held by the 1950s depiction of it. What was once an

intentional family experience is today a largely independent “grab-n-go” moment in time between

getting dressed and getting to wherever you need to be. For the most part, it’s safe to say that anyone

who takes time for a leisurely breakfast is either retired or having a meeting.

Also, more and more people are discovering the South, and moving to Georgia, Alabama, Tennessee

and the Carolinas as ‘transplants.’ These people aren’t familiar with Atlanta Biscuit Company. They

don’t recognize it as an institution. They aren’t aware of its long heritage. And they very likely do not

appreciate what it means in these parts for a company to be family-owned and family-run.

WHAT IS THE MARKETING TRYING TO DO?

1. To convince quick-service breakfasters to try a less ordinary, more authentic Southern breakfast

tradition.

2. To help quick service breakfast foodies identify with us (and promote our understanding of them)

by aligning our core values with theirs.

WHO ARE WE TALKING TO?

We are talking to people who don’t want to settle. People who don’t want to settle for the typical fast-

food breakfast. Or the latest hyper-marketed breakfast new menu item. These people are seeking

something more authentic – not only for their breakfast, but for their lives.

These people are young and old. Professionals and blue collar workers. Retirees and college students.

lifelong Southerners and relative newcomers. What unites them as an audience has less to do with age,

income, and background; it has to do with priorities.

In today’s modern world, the priority that unites them is authenticity.

WHAT DO WE KNOW ABOUT THE AUDIENCE THAT WOULD HELP US?

Our audience is a combination of people who have lived all their lives in the South and people who

have come more recently to live in the South.

Both are part of the “New South”—a reference to the growing vitality and influence of Southern cities

like Birmingham, Charleston, Nashville, Charlotte and Atlanta in the worlds of food, music, art, design,

culture and commerce. The “New South” means authentic, modern, cool, original, comfortable, local,

progressive, unique and genuine—all grounded in a strong sense of pride Southerners feel that

distinguishes them from other regions of the country.

For people who are newer to the South, they might never have been to Atlanta Biscuit Company or

even enjoyed biscuits regularly for breakfast. If they have had a biscuit before, it’s likely to have been

part of a dinner meal.

This part of our audience appreciates everything the South has to offer and have embraced it. They are

not looking to re-invent the South but to connect with it and become part of its re-invention. To them,

attending a sporting event or a NASCAR race, taking a side in the Eastern-style/Western-style barbecue

debate, getting hooked on college basketball and enjoying a real Southern biscuit (with grits) are all part

of the New Southern experience.

It was their desire not to settle that attracted our audience to the South in the first place. In larger, more

expensive and metropolitan cities, they had no choice but to settle for the terms already established to

live there, to succeed there, to move up there and to be part of society there.

The New South is more open. It accepts new people and new ideas as part of its own re-invention.

There is a prevailing sense of discovery, of energy and opportunity. The South is, in the best sense of

the phrase, on the rise and it is doing so by being true to its genuine, unpretentious, easy-going

authentic self.

Where other restaurants represent conformity, Atlanta Biscuit Company represents originality.

Atlanta Biscuit Company represents all that is good and great about the New South – where humility is

still prized and practiced; where people you’ve never met take the time to say Hello; where hurried

drivers wave your car in ahead of theirs; where politeness is still in fashion, the golden rule still applies

and people appreciate the simple things in life.

People see Atlanta Biscuit Company as a quaint throwback to Southern charm – representing and

preserving the values Southerners hold dear. It is that, but it’s also a whole lot more. It’s a gateway to

the New South, to a way of life that is honest and good, and as a catalyst for taking a good thing and

making it better.

WHAT IS THE MAIN THOUGHT WE WANT TO COMMUNICATE?

At the Atlanta Biscuit Company, let your best self shine.

WHY SHOULD PEOPLE BELIEVE US?

Atlanta Biscuit Company’s local authenticity is itself part of what makes the New South shine: Atlanta

Biscuit Company was born in the South; Atlanta Biscuit Company lives in the South (you won’t find it

throughout the nation, or even up and down the East Coast, because Atlanta Biscuit Company is only

in the South); Atlanta Biscuit Company believes in the South—is a partner with its communities, is true

to its roots and cherishes them; Atlanta Biscuit Company is Southern, not Country, and appreciates the

difference.

!

WHAT IS THE BEST WAY OF DOING THIS?

Most people have eaten at Atlanta Biscuit Company at least once and, if they haven’t, they are at least

aware of it. We need to show how Atlanta Biscuit Company is different, open and authentic. Are there

ways to show how it’s best to have a choice when too many things are alike? If the brand can reflect the

customer honestly, the change will prompt retrial. With 60% of customers engaging at the drive-thru,

how can we enhance this experience to make it more unique and capitalize on it as a potential game-

changer?