October 2019 For internal use ONLY The background Reference Materials Module 1 Resourcing Process Module 2 Creative Process ways of working and Project Sophistication Brand Guidelines you will be sent a link to housekeeping for these please read ID: 794262
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Slide1
THE W2O WAYMODULE THREE – CREATIVE WAYS OF WORKING
October, 2019 | For internal use ONLY
Slide2The background
Slide3Reference MaterialsModule 1 – Resourcing ProcessModule 2 – Creative Process – ways of working and Project SophisticationBrand Guidelines – you will be sent a link to housekeeping for these – please read.Module 3 – Ziflow - ApprovalsThe Briefs - Bronze – Smart Sheet - Silver – Project Brief - Gold and Platinum – Creative BriefFloat access to view your workload.Timesheet Training – why notes are important (Amanda will do this with you).
Slide4We are passionately committed to producing the highest standards of creative ideas and executions. This is how the Creative Department can achieve it.
Slide5CONNECT to the WORKA THIRST to try NEW THINGSOwnership that motivates individuals to make their projects the best in the industryA focus on narrative and craft to make the world notice our ideasEXECUTION is everything
Slide6Creative process
Slide7Overview of the Creative Concept Process Funneled through PM
REBRIEF
The
EXECUTION PROCESS
follows the
CONCEPT PROCESS.
If you require EXECUTED CONCEPTS you will need to allow time for both.
Timings above are indicative only and for illustration purposes only.
DO NOT
promise anything to a client unless your Creative Lead has confirmed we can deliver.
There are six key stages during the initial concept process for these larger projects – you need to allow more time at the onset of the project to ensure we have a solid platform to work from.
CONCEPT PROCESS
1
PROJECT
KICK
-
OFF
(
Full team meeting –
all decision makers
and experts)
3
WIP
(
Creative-only meeting
)
5
FURTHER REQUIREMENTS
PROJECT START
6
CLIENT PRESENTATION
CREATIVE
TEAM
(
Concept Development
)
10% (day 1)
40% (day 4)
70% (day 7)
70–99% (days 7–10)
100% (day 10)
The Creative Brief is the single-most important document in the creative process.
It’s our charter. It’s what we use to create. It’s what we hold the client to and what we judge our work against.
Do not book client meetings until you have briefed the project and everyone is in agreement about what can be delivered and when.
Senior Leads discover the initial landscape of client business goals and the client ask.
The ‘kick-off’ should contain a representative from every department that will be involved in scoping or delivering the project or could potentially add additional value beyond the client brief. Bring everyone in at this stage, the more the merrier at this point vs later in the project.
The Work In Progress (WIP) meeting
is an Internal Creative meeting only
where rough thoughts/ concepts are presented to the Creative Lead.
Once ideas are approved, they are refined and developed ready for First Thoughts. The creative team will ensure this happens and are responsible for ensuring the Creative Lead has approved the work.
At First Thoughts, initial concepts are presented
to the entire team.
Senior CS must attend for all Gold and Platinum Projects. No Show, No Say.
Feedback is required, helping steer the ship back towards the brief where necessary, articulating which concepts are on target, or explaining why others might have missed the mark.
The creative team can now revisit those First Thoughts with a fresh perspective and adapt, change, or build on them before we present the work to the client.
You must allow time for this work as its not often possible until after the First Thoughts stage.
The Creative Lead and other key project stakeholders need time for a final, collective internal review to approve them before the client presentation.
The Creative Team must always present Gold and Platinum projects to ensure the concepts are sold in as effectively as possible, with all the supporting rationale.
Remember, in the early stages of a campaign’s development the focus should be on the idea (not the styling and detail, which should come later). As a rule you would present scamps before an execution, but if the client insists then you must allow the appropriate time and cost for execution on top of the scamp creation time.
2
CREATIVE BRIEF(Full team meeting – all decision makers and experts)
4FIRST THOUGHTS(Full team meeting – all decision makers and experts)
CONSULT
EXECUTION TEAM
ACD
ART
ACD
COPY
E
CDCD
Slide8The W2O
Execution
Proces
s
EXECUTION PROCESS
1
PROJECT BRIEF
(Full team meeting)
2
WIP
(
Creative-only meeting
)
3
FIRST THOUGHTS
(Full team meeting)
4
FURTHER REQUIREMENTS
PROJECT START
6
TECHNICAL FILE PREP
AND DELIVERY
10% (day 1)
40% (day 4)
70% (day 7)
70–99% (days 7–10)
100% (day 10+)
There are six key stages during the execution of a concept.
You will follow the same concept process for execution projects. Allowing time for WIP and First Thoughts.
Do not book client meetings until you have briefed the project and everyone is in agreement about what can be delivered and when.
The WIP meeting is an internal creative meeting where only WIP designs are presented to the Creative Lead.
Once the WIPs are approved, they are refined and developed ready for First Thoughts. The creative team is responsible for ensuring the Creative Lead has approved the work.
At the First Thoughts meeting, initial designs are presented to the entire team.
Senior CS must attend for all Gold and Platinum Projects. No Show, No Say.
At this meeting we need to agree expected levels of presentation and copy.
Creative development required to take feedback from First Thoughts and make changes prior to the client meeting.
You must allow time for this work as its not often ready at First Thoughts.
Creative Lead will approve work before it goes to client.
Ensure specs for desired platforms are agreed with the client (or whoever they are handing our work off to) ahead of time.
Delivery files will be built with mechanical precision for each exact purpose.
Consult with your project manager well in advance to factor in enough time for the campaign’s final deliverables to be made ready for release.
EXECUTION TEAM
(
Design, Copy, and Motion
)
CONSULT
Creative Lead
SENIOR TEAM
*SILVER PROJECTS:
Process is shortened by going straight to
EXECUTION
and not requiring the
CONCEPT PROCESS.
Timings above are indicative only and for illustration purposes only.
DO NOT
promise anything to a client unless your Creative Lead has confirmed we can deliver.
A
MENDS
5
CLIENT
PRESENTATION
*
This is when the client gets their first peek at the full execution.
The creative team must always present for Gold and Platinum projects, to ensure the execution is sold as effectively as possible with all the information behind the work.
Slide9Creative Process As you can see, there is more rigour around our larger projects and a fast-track approach to smaller projects.By getting this initial process right – we will have a solid foundation to work from.Indicative TimingsBronze – ½ day/asapSilver – 7-10 daysG/P - 17-20 days, 10 days concept, 7 days design client meetings in betweenOngoing development of a project is on top of this.Pitches will fall into the PG Process, we understand timings might be faster but we still need to ensure we follow the steps of a kick off, and Creative Brief.
Slide10Accountability
Slide11Creative AccountabilityUse Float regularly, which will show you what you are working on and when.You will attend daily stand ups with your Creative Team at 9.30 daily.Client Services or Project Managers will diarise your briefing meetings.If you feel the project sophistication has been marked incorrectly ensure Resourcing is aware.If your brief is not acceptable, share this with your Creative Lead. If you do not have the required information to start your project you must highlight this asap.You are responsible for scheduling WIP meetings with your Lead when working on Silver, Gold, and Platinum Projects.If you have finished work or your work has been stopped for
any reason, alert Resourcing ASAP.
You are expected to work on new projects and have the ability
to juggle and manage any amends to existing projects.
Ensure you are briefed with the right briefing template.
You are responsible for the quality of your own work, proof
it, check you have fulfilled the brief, and ensure you are happy
that all elements of the brief have been performed. Use the Creative Check list to help you.
Ensure you have familiarised yourself with the Client Brand Guidelines before starting a job.
You must ensure you meet all deadlines set with client services and project management.
It is important if you are going on holiday or moving your project through the department that you give a full handover (all levels). You should always know the status of your project through to completion.
The Creative department have a responsibility to work to client budgets. Ensure you are aware how much time has been allowed through the creative department and that you complete work in the given time.
There will be a monthly team meeting, where you can show your best work of that month.
No
GLIP chats on resourcing, or favours, or we break our own process – keep Amanda in the loop on EVERYTHING.
Billability – don’t accept client services asking you to put less time to a project if you have spent more..
Check at WIPs CD promo mats.
Governance
Social Templates
Slide12Holiday RequestsNick, Dara, Elina, Amanda and I will be reviewing any incoming requests at our weekly Friday Resource catch-up meeting to make sure that there aren’t any weeks where we have too few of you here!After approval please make sure that you add it to the following calendars:London OOOLondon CCXDL-INT-W2O-London CCX - meaning this will go into everyone’s personal one, most importantly Amanda, as this means she can then add it to Float.If you need to expedite an approval due to circumstances outside of your control, let us know and we can quickly convene, but ideally your request goes in and allows us the time to review together.One additional note: we’d like to discourage WFH time being combined with Holiday time, as often in the week before and after your holiday time are important for smooth transitions on projects.
Slide13Daily stand ups with the Creative Team and Resourcing
Slide14Creative stand ups - charge this time to Internal WhyTeam stand ups are a forum for:teams to have a wider view of the work going through their departmentraise any questions or issues around their workensure you are ready to start workindividuals to feel they have an awareness and control over their work daysto increase accountability within the teams for the work being producedWhenStand ups happen every day before work begins for the day
They will range from 9.30 am and last for 15 minutes max
in the Creative Department. You will see this time
diarised
and if not please speak to
Amanda
Fairservice
On a Thursday and Friday, these stand ups may be for
longer as we run through requirements for following week.
Who
Resourcing, Creative Department
What
There are three key questions to be covered in the meeting with each person.
Status of work from yesterday?
– This is in effort to confirm work has been completed or if more time is needed.
What work am I doing today?
– Confirming the day’s work so that everyone is fully aware of what’s required for the day and are better able to manage their time.
Is there anything holding up your work being able to be completed?
From yesterday if work’s not completed, and anything foreseen for today’s work
ie
, waiting for assets,
non-booked in meetings/signoffs/work, or not enough
time allowed
We can also discuss problems, issues, and ask for clarification.
If anything being discussed doesn’t involve everyone or is taking too long, take it offline and discuss separately
Stand-ups are to happen at the same time every day, regardless of any people running late. 10 minutes only,
Slide15Monthly team meetings
Slide16Monthly team meetingsEach month we will have a longer team meeting to show the work you are most proud of.This may also include any tricky projects that you might want to discuss to share any learnings.This is a good chance to discuss any problems too and if you are working on any projects that might be even better with investment behind them.India to go through any social developments?
Slide17Creative lead
Slide18A Creative Leadership team that meets regularly to ensure the highest creative output and discuss projects and who is best to work on them. You will be assigned a Creative Lead for each project.Senior team
Trip Hosmer
Executive Creative Director
Jen Ormerod
Creative Director Art
Nick Mason
Associate Creative Director Art
Dara
Mohammadi
Associate Creative Director Copy
Elina Berzins
Head of Design
Amanda Fairservice
Resource Queen
Slide19Our briefs – new social brief coming Creative brief – Concept Project brief – Execution and content developmentBronze Request –Proofing and Artwork
Slide20Quality Control & Approvals
Slide21AmandaEditorApprovals and Quality Control – ZiFlow Launching October 16th
To make the sign-off process easier and more streamlined the list below outlines who to include and seek approvals from on
Bronze, Silver, Gold
,
and
Platinum
projects and Creative and Project Briefs.
Elina (design and art)
Dara (copy)
Editor
Nick, Jen (Art)
Dara (Copy)
Editor
Nick, Jen, Trip (Art)
Dara (Copy)
Editor
Slide22Proofing your own work
Slide23ApprovalsYou can use this as a reminder of the process The
Slide24File names
Slide25Copywriters to save work as shown in
Ziflow
/Folder Structure Training
Slide26Handovers
Slide27Example can
be found xx
x
Handovers
Slide28Timesheets
Slide29Time sheetsNo time sheet will be approved without a narrative – this goes for billable and non-billable time – please ensure:Any client work, including internal meetings are charged back to a billable job code with a narrative includedIf you are working on any new business this needs to be charged to a NBZ job code – Do NOT put it on an admin or internal code as this time will be rejectedIf you convert new business you need to move any time you can from NBZ to the billable code once this is open (generally when an SOW is signed) When putting time against the W2O internal code, please use the following as a guide ensure a narrative is included:Non-billable infrastructure hours – clearing email and making priorities, work travel not associated with client work or a pitch, otherwise, this is really an investment code and should be used sparingly (with MD+ permission)W2O media monitoring must be billed to W2O8074W2O marketing must be billed to W2O201914 and includes time spent on Award entries, W2O Instagram, etc.Time entry – filling in your timesheet should not take more than 5 hours a month. If it does please ask for trainingInternal team meetings – any internal status that is NOT client specific e.g. MMM, everything else should be put to a client code or a new business code. Again notes must be includedStaff meetings – W2O agency-wide meetings (these are invitation only for contractors) includes all handsCoaching/Staff Management – line managers/managers to use for prep/meetings with people they manage/coach; feedback preparation, etc.
Slide30Time sheetsWhen putting time against the W2O internal code…continuedProfessional Development should include training courses and lunch and learnsIndustry Education , industry body activities eg PRCA, HCA, such as reviewing subscriptions, attending events, networking, reading industry publications, mailers etc. All activities should be signed off by your manager in advance Recruiting – reviewing CVs, briefing recruiters, writing job descriptions/job specs, etc., interviewing, giving feedback after interviewsCulture Committee – organising culture club events (not attending them!)Thought Leadership – writing blogs, attending W2O thought leadership events and industry events to develop thought leadership ops etc.Business Development – attending events such as FT Conference, etc., developing case studies, new business calls that may lead to a bigger new business opportunityResource Allocation – preparing resource requests, attending resource meetings, providing advice on resource, etc.
Slide3107764 183030Kerst Morris