BIMA + Creative Equals Evening Masterclass: How to Shape Great Creative

BIMA + Creative Equals MasterclassHow To Shape Great Creative

Name: guestnet

Security: WPA2-Personal

Password: soul15skid

8.45pm

@BIMA #BIMACreative

Ali HananCreative Director at Blippar

Founder of Creative Equals

@creativeequal

SPEAKER

Creative Director

@creativeequal

@creativeequal

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.

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

‘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

@creativeequal#ChangeTheRatio

hello@creativeequals.org

Pierre DuquesnoyCreative Director at DigitasLBi

@PierreDuq

SPEAKER

25th JULY 2016

The Pigeon Air Patrol

BUILD A TEAMI support. I belong. I care.

GET SH*T DONEA bit of luck. A lot of hard work.

DON’T BE AFRAID TO FAILGo big or go home.

Thank you!

Caitlin RyanExecutive Creative Director at Cheil

@CheilUK

SPEAKER

S P O T T H E O P P O R T U N I T Y

TU:HON

Move from one dimensional story telling to multidimensional story telling

The C Word

Find partners to collaborate with in network and in the wider creative industry

T A K E CONTROL

Anna Rose KerrCreative at Havas London

@annarosekerr

SPEAKER

CHALLENGE:It’s never been done before.

SOLUTION:Bring in the right team.

CHALLENGE:It’s never been done before.

CHALLENGE:The lawyers don’t like it.

SOLUTION:Hold on to the story you want to tell.

CHALLENGE:The lawyers don’t like it.

CHALLENGE:Our business objectives have changed.

Simon WassefGroup Strategy Director at R/GA

@SAWassef

SPEAKER

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

S T O P . C O L L A B O R A T E & L I S T E N .

T H I N K D I F F E R E N T L Y .

L O V E T H E P R O B L E M .

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 .

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 .

A S K A P R O P E L L I N G Q U E S T I O N .

K I L L Y O U R B A B I E S .

E M B R A C E T H E T E N S I O N .

K N O W C U L T U R E .

A N D D E S I G N T O I M P A C T I T .

‘ O F B R I E F ’ ‘ O F F B R I E F ’ .=

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 .

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 .

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 .

@ 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

Catherine HopeAssociate Creative Director at Naked

Communications

@cath_hope

SPEAKER

93

Hello!

94

Great work is more than just the work

95

How To Shape Great Creative

1 2 3

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

96

Sell more bikinisin a crowded market

Surfdome

97

98

Header  - Gotham Narrow- All Caps- Light- 72pt- Spacing 0.9

Header  -­‐ Small- Gotham Narrow- All Caps- Light- 32pt- Spacing 0.9

BODY  - Gotham Narrow - Light- 18pt- Spacing 0.9

BODY  -­‐ Highlights  - Gotham Narrow- Medium- Spacing 0.9

© 20

16 N

aked

Com

munic

ation

s All R

ights

Rese

rved

Header  - Gotham Narrow- All Caps- Light- 72pt- Spacing 0.9

Header  -­‐ Small- Gotham Narrow- All Caps- Light- 32pt- Spacing 0.9

BODY  - Gotham Narrow - Light- 18pt- Spacing 0.9

BODY  -­‐ Highlights  - Gotham Narrow- Medium- Spacing 0.9

© 20

16 N

aked

Com

munic

ation

s All R

ights

Rese

rved

Category Truth

100

Product Truth

Functional

101

Consumer Truth

“I don’t wear abikini to look sexy.”

102

Consumer Truth

“It can be a little frightening but just take the leap”

103

Cultural Truth

Werk

104

Idea

Work Your Bikini

105

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

106

107

108

109

110

111

22

How To Shape Great Creative

1 3

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

112

113

22 33

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

114

115

116

117

Thank you

Dan HarveyExperience Design Director at SapientNitro

@dancharvey

SPEAKER

BIMA + CREATIVE EQUAL MASTERCLASS

HOW TO SHAPE GREAT CREATIVE

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?

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

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

H O W T O S H A P E G R E A T C R E A T I V E

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

H O W T O S H A P E G R E A T C R E A T I V E

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)

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

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

Twitter @BIMA Facebook fb.com/BIMAHQ Instagram @BIMAHQ