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Presented at Planningness 2012 by Fran Hazeldine, Head of Strategy and Pelle Sjoenell, Executive Creative Director at BBH LA.
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HOW TO HAVE A WONDERFUL COLLABORATIONSHIP WITH YOUR PLANNING / CREATIVE PARTNER
HELLO PLANNINGNESS
FRAN HAZELDINE
HEAD OF STRATEGY
BBH LA
WHAT WE’VE HEARD
WHAT WE’VE HEARD
WHAT WE’VE LEARNED
IT’S ABOUT HOW
THE PLANNER / CREATIVE SURVEY
LOTS OF SOFT, FLUFFY QUESTIONS
SOME NICE LOOKING RESULTS
ROBUSTLY UNSCIENTIFIC
WHO RESPONDED?
1. PAST RELATIONSHIPS
MOSTLY POSITIVE OR NEGATIVE?
HOW MANY “SPECIAL RELATIONSHIPS”?
CONCLUSION:
PLANNERS CAN BE A BIT CLINGY
CREATIVES PLAY HARDER TO GET
2. REAL VS IDEAL PARTNERS
WHAT DO PLANNERS THINK OF CREATIVES?
WHAT DO PLANNERS WANT FROM CREATIVES?
WHAT DO CREATIVES THINK OF PLANNERS?
WHAT DO CREATIVES WANT FROM PLANNERS?
CONCLUSION:
WE WANT TO WORK MORE CLOSELY
WITH SOMEONE LIKE OURSELVES
3. THE RELATIONSHIP IN PRACTICE
WHAT MAKES A GREAT CREATIVE BRIEF
WHEN SHOULD WE BE TOGETHER?
WHERE DO BABIES COME FROM?
CONCLUSION:
PLANNERS SHOULD GIVE MORE
CREATIVES REALLY WANT IT
4. CASTING THE FUTURE
WHO DO WE WANT TO GET INTERACTIVE WITH?
HOW MANY PARTNERS AT A TIME?
CONCLUSION:
IT’S NORMAL TO ENJOY A THREE-WAY
(OR A FOUR / FIVE / SIX-WAY)
SUMMARY: HOW TO HAVE A WONDERFUL #COLLABORATIONSHIP
ASK ABOUT YOUR PARTNER’S TRUE NEEDS
FIND DIFFERENCE ON COMMON GROUND
IF YOU LIKE GROUP ACTION, TRY INTERACTIVE
CALL US MAYBE
BBH LOS ANGELES
8360 MELROSE AVENUE
WEST HOLLYWOOD
CA 90026
+1 (323) 204 0160
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