NO MORE THAN FOUR

MIX THE TEAM UP BETWEEN PROJECTSUSE CLEVER NEWBIES FOR INTELLIGENT NAIVETY

INVITE EXPERTS A

ND CLIENT

S FOR BIG

JOBS

BALA

NCE

YOUR

GEN

DERS

FOLLOW THE RULES

TRUST EACH OTHER

PICK THE RIGHT TEAM

CLIEN

T PR

EFER

ENCE

S

NEGATIVE FEEDBACK

HAVE FUN!BE PO

SITIVE!

TAKE TIME

BE CURIOUS

MAK

E YO

UR ID

EAS

VISU

AL

SAY Y

OUR M

IND -

NO H

OLD

S BA

RRED

ALLOW FAILED MEETINGS

THE NE

ED FO

R CON

STAN

T NOISE

CRITICISM

ROLE

SMAKE A FOOL OF YOURSELF

BE CRAZYEXPLO

RE T

HE PR

ODU

CT

PLAY

PEEK

PARK

STYL

E GU

IDES

BUDGETS

HIE

RARC

HIE

SFEARS

STRESS

ES

EXPE

CTAT

IONS

TEN

SION

S

EMBRACE ERRORS

LAUGH, MAINLY AT YOURSELF

BE WILD

BE SILLY

BE IMAGINA

TIV

EDON’T

STOP

LOOK

ING F

OR ID

EAS

THECREATIVE PROCESS

INTEGRATE SCRAPS & THREADSMOULD, REFINE, ENRICH

TAKE

FIV

E MIN

UTES

TO R

EMAKE

IDEA

S AT R

ISK O

F B

EING

CULL

ED.

BEFORE

DROPP

ING T

HEM

TEST EACH IDEA

DOES IT WORK?

IS IT NEW?

DOES

IT M

EET

THE

BRIEF?

DOES IT KEEP ON WORKINGDOES IT HAVE EMOTIONAL KICK?

IS IT CLEAR ?

HOW QUICKLY DO OTHER PEOPLE GET IT?

DOES

EVER

YONE

LOVE I

T?

IS IT

BRA

ND S

PECIF

IC E

NOUG

H?

EMBO

DIES

BRAND

AND

PRODU

CT V

ALU

ES?

AUDIE

NCE

/ COM

PETITO

R RE

ACTION

S?WHAT DO THE EXPERTS THINK?

GET THE BRAINSTORMING TEAM’S HELP

CHOOSE

DEMOCRATICALLY SCORED?

WEIGHED AGAINST THE CLIENT’S BRIEF?

LET THE CREATIVE DIRECTOR DECIDE?

WRIT

E IT

LIK

E A

LOVE L

ETTER

DIG T

O THE

ROO

T O

F T

HE O

PPOR

TUNITY

SIMPL

IFY IT

SO A

NYONE

CAN

GET IT

WRIT

E IN

PLA

IN E

NGLI

SH

MAKE IT

SINGLE

-MIND

ED

GET

THE C

LIENT’S BUY-IN

FOCUS: A

UDIE

NCE, PR

ODUCT, U

NIQUE SE

LLING PO

INT

SHOR

T &

SNAP

PY

BOIL

IT A

LL DOW

N TO

A Q

UEST

ION

FIND OPPORTUNITIES

UNDERSTAND PHYSICAL LAWS

LEARN IT’S HIST

ORY

WHAT

’S IT M

ADE FROM

?

HOW

DOES IT

WORK U

NDER E

XTREME C

OND

ITIO

NS?

WHAT A

RE IT

’S CONC

EALE

D T

RUTHS?

WHAT A

RE IT

’S NEGATIV

ES, A

ND F

ROM W

HO’S PE

RSPE

CTIV

E?

WHAT D

O PE

OPLE

THINK

WHEN U

SING IT

?W

HAT D

O PE

OPLE

DO W

ITH IT

WHEN NO

ONE

’S AROUND

?

SOLV

E IT

’S P

ROBL

EMS

LOOK

AT IT

FRO

M S

OMEO

NE E

LSE’S

PERS

PECTIV

E

CHAN

GE C

ONTE

XTS

ADD

SOM

ETHI

NG D

IFFER

ENT

FIT IDEAS TOGETHER

DISTILL THEBRIEF INTO AQUESTION

MAXIMISEIDEAS

INTEGRATE& DECIDE

AN INFOGRAPHIC SYNOPSIS OFMARIO PRICKEN’S BOOK ‘CREATIVEADVERTISING’ - HOW TO DISTILLA BRIEF INTO A FOCUSED QUESTION,HOW TO MAXIMISE THE NUMBER ANDQUALITY OF IDEAS GENERATED, ANDHOW TO EDIT THOSE IDEAS DOWNINTO BRILLIANCE

MINDMAPPED“HOW CAN WE SHOW

[THE UNIQUE SELLING POINT]IN [MEDIUM] TO [AUDIENCE]?”

BIGIDEA

52-INFOGRAPHICS.BLOGSPOT.COMDESIGN BY GARETH PARRY

TYPEFACE = GARETH PARRY ADATA FROM ‘CREATIVE ADVERTISING’ BY MARIO PRICKEN

WEEK #48 20110702