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IKRa NY Campus 2014 - Overview
IKRa NY Campus 2014 - Overview
IKRa NY Campus 2014 - Overview
Why did I go 
To improve personal 
background 
a. 7+ years in media, 
research and strategy. 
Evident gap in knowledge 
of creative process. 
b. To know technics and 
tools of the process. 
c. To meet people. 
To know how people see the 
industry 
a. Ideal agency as business 
and as community. 
b. Digital is no more just 
channel in a plan. 
c. Market moves to shops & 
boutiques. 
d. Ways to drive the market.
Nota bene: 
all impressions shared are extremely personal. Author can be 
crazy and have a weak memory. However, 
there’s a chance he speaks from position of media agency.
17 days of deep dive 
14+ people from different areas 
7 tours to foremost agencies 
21 lectures on ~10 directions
Terms 
a. Prototyping 
b. Agile. Lean. Scrum. Sprint 
c. Retainer budget 
d. Proactive pitches
Operations 
a. Sharing and education for team inspiration 
b. Brainstorming 
c. Educating clients 
d. Freelance on hire 
e. 20% margin at least
Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri 
15 16 aug 17 aug 18 aug 19 aug 20 aug 21 aug 22 aug 23 aug 24 aug 25 aug 26 aug 27 aug 28 aug 29 aug 
Arrivi 
ng 
Introduction/ 
Meeting 
(Going inside of 
English language) 
Lana 
New Business 
Development/ 
Strategy 
Digital Out of 
Home 
Day OFF 
Design 
thinking/User 
experience 
Digital 
production/innovativ 
e prototyping 
Creative 
technology, 
presentations 
Digital production 
(team,process 
General Overview 
of Creative Process 
Day 
OFF 
New Media 
Solutions 
Start Up and 
Company 
Collaboration 
Trends in digital 
advertising industry 
Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 
10-00 
JWT tour, 466 
Lexington Ave #6 
New York, NY 
10017, 9:30-11 AM 
11-00 
12-00 
Сrown Victoria, 
Introduction, basic 
NYC FAQ's, 
schedule, 
directions 
13-00 LUNCH LUNCH LUNCH LUNCH LUNCH LUNCH LUNCH 
14-00 
Daniel Murphy( 
Co-Founder at 
VendorDB 
pformer BBDO 
producer) - Startup 
15-00 
16-00 
Matilda 
Kahl/Sophie 
Isherwood(Creative 
Director at 
Saatchi&Saatchi/C 
17-00 
Андрей Габисов, 
Global Point 
Перерыв 
18-00 
Daniil Krivoruchko, 
Charlex, "NY ad 
industry - POV of 
the Russian 
Proffessional" 
Chris Gorges 
Havas Worldwide 
Senior Strategist 
Jeremy Adirim 
(JWT) - Goals and 
KPI of production 
19.00 
Intro 
duct 
ory 
Meet 
ing 
Xavier Gallego(Art 
director at R/GA) 
Benjamin Zoll( 
Strategist at Bartle 
Bogle Hegarty) 
Caitlin Burns 
(Business 
Strategist for 
Media Companies, 
Producer, 
Freelance 
Consultant at 
Caitlin Burns & 
Associates) 
Flavio Vidigal CD 
at firstborn - From 
Creative Tactics to 
Transmedia 
Storytelling 
Scott Wells - 
startup business 
development 
Patrick Keyes,The 
Bounce 
groupPrincipal 
Lana Voynova, 
Sapient Nitro, UX 
designer - User 
Experience 
presentation 
Zeh 
Fernando(Senior 
Developer at 
Firstborn) 
Prototyping, user 
testing, and 
development 
Rebecca Sharma 
(Senior Digital 
Producer at 
Victoria's Secret) 
David Vale (ass cd 
at Firstborn) - 
Creating and 
selling the 
unknown 
English language 
lesson 1, Lana 
Voynova, Sapient 
Nitro 
English language 
lesson 2, Lana 
Voynova, Sapient 
Nitro 
Josh Horowitz, 
Fake Love, Head 
Of Creative 
Development | 
Founder- Fake 
Love best 
campaigns 
Elena Melendy, 
Senior Content 
Strategist at Ogilvy 
Jeff Scardino 
(sr.copywriter at 
Ogivly) -Proactive 
Pitching with the 
underlying theme 
of prototyping 
Bruno Perotto (art 
director from 
firstborn) - How to 
build an effective 
mood board + 
Moodboarding 
workshop 
Clemens Brandt, 
director of digital 
operations at 
BBDO, 
Collaborate, 
Iterate, Prioritize, 
Create 
BBDO, 10:30-1 
PM, 1285 Avenue 
of the Americas 
New York, NY 
10019 
HUGE, 1030-1, 45 
Main St #220 
Brooklyn, NY 
11201 
ADC 
(tour+speaker)Igna 
cio Oreamuno, 
Executive Director 
, 106 W 29th St 
New York, NY 
10001 , 10:30-1 pm 
Sapient Nitro tour, 
40 Fulton St 
New York, NY 
10038 , 1030- 1 
PM 
Museum of motion 
picture 
Firstborn tour 
1130-2pm 
Let’s 
take a 
look
Lana Voynova. 
English. Biz ethics. 
Presentation 1 
Presentation 2 
a. Don’t blame anybody. 
b. Be easy and be positive. 
c. Don’t go straightforward to a problem, use 
fillers & buffers. 
d. Don’t decline anything w/o walkabouts. It’s 
dead-end. 
e. Thank people. 
f. Give feedback.
Danil Krivoruchko. 
NY ad industry. 
Presentation 
a. People not being late. 
b. Very wide planning horizon. 3-days pitches 
are not usual thing. 
c. Your English doesn’t matter. Your skills do. 
d. Overtime is paid (not common thing). 
e. Multi-skill is rare and therefore valued.
Patrick Keyes. 
New agencies. 
Presentation 
a. Agency brand got to stand for something. 
b. Sell clients what they need not what you need 
to sell. 
c. Digital agencies becoming “Brand Agencies”. 
d. CMOs need 10 mini-campaigns /Y vs. 1/Q 
e. Marketers need partners not pitches 
f. Cold callingcreating beacons to help find you 
g. Integration drives faster growth
Fakelove. 
We’ll love u if u let us.
Fakelove. 
We’ll love u if u let us. 
Presentation 
a. fakelove.tv 
b. Don’t pursuit a client with idea. Clients just 
buy. 
c. Always experimenting. Do what drives 
them. 
d. 20% margin is nothing. 
Jaguar case 
100K+ views a day / 2.3 unique reach 
+230% increased dealership traffic
Elena Melendy. 
Content strategy. 
Presentation 
a. Young discipline. No SEO. 
b. No any evident effects to be measured. (?) 
c. Selling model is fee. 
d. Only account managers are responsible for 
commercial. 
e. Richard Ingram
Lana Voynova. 
Crash course in UX. 
Presentation 
Clear and useful presentation. Just read it. 
a. Project is always a risk. The same problems 
like we have. 
b. Use tools for testing and prototyping. 
c. usertesting.com 
d. omtimalworkshop.com
Huge. 
Ideal large agency. 
a. Yes, market moves to shops. 
b. R&D doesn’t make profit, but they 
want to. 
c. Work by teams. Mix experience. 
d. Campaign used to be just TV spot. 
It’s digital now and it’s complicated. 
e. Both education and hiring. 
f. Let a client test and see interim.
IKRa NY Campus 2014 - Overview
Jeff Scardino. 
Proactive pitching. 
Presentation 
Knowing opps 
Creating opps Owning opps 
jeffscardino.com 
Our 
routine 
Missing 
opportunities
Jeff Scardino. 
Proactive pitching. 
Presentation 
a. You deal with people. 
b. Prototype. You have only chance. 
c. Research. Springwise, PSFK. 
d. Mobile is next big thing. 
e. Big idea is harder to sell, but it does exist. 
f. Creative technologists are extremely trendy. 
g. Future is networks go down. 
h. In shop you can’t hide. 
jeffscardino.com
Zeh Fernando. 
Prototyping, ut & dev. 
a. pepsispire.com. @vimeo 
b. Cynder framework
Jeremy Adirim. 
Producers’ goals&KPI 
Presentation 
a. Money and timings person. 
b. Master of nothing and the champion of 
everything. 
c. Split by teams and try to negotiate.
Bruno Perotto. 
Moodboarding. 
a. Research & predictive thinking. 
b. Windows of New York 
c. Case for local biz owners (AmEx event): 
a. 3d model 
b. Personal Instagram for biz 
c. Socializing 
d. Map development
David Vale. 
Create&sell unknown. 
Presentation 
a. Research. 
b. Split to teams. Have developers! 
c. Mind maps. 
d. Idea ≠ execution. 
e. Protect, name and explain ideas. 
f. Leave space for client to contribute. 
g. inVision for prototyping 
h. Rolex case: how to communicate w luxury
Clemens Brandt. 
Agile. 
Presentation 
a. 80% estimated wrong. 
b. Experience maps. 
c. Scrum master gets everything together. 10 
mins meeting every morning. Solve tasks 
softly. 
d. Freelancers are ok, but it is better mindset 
to have them in the team 
e. Prioritize.
Clemens Brandt. 
Agile. 
Presentation 
a. Do small things and learn from customers. 
b. Don’t think about how complicated things 
are. Think about product via sprints. 
c. Expectation management. 
d. pop app - prototyping on paper.
JWT.
JWT. 
+
Flavio Vidigal. 
Creative Tactics & TM. 
a. Brainstorms. 
b. Sharing ideas inspires and educates staff. 
c. Educate your clients. Talk to them! 
d. Build relationships w client. Go face-to-face. 
e. No matter how boring and straightforward 
the briefing is there’s always a way to push 
your ideas to a better spot. 
Presentation 
Full doc with videos
Xavier Gallego. 
Creative process. 
Presentation 
a. Debrief is important. 
b. Prototype. Use paper. 
c. Be versatile. 
d. Remote is next big thing. 
e. Reddit / drivel / behance. 
f. If you stuck go whiteboard.
Benjamin Zoll. 
Comm planning. 
Presentation 
a. Social won’t beat TV. TV is TV. 
b. 3 social media rules: 
a. Social is means not an end. 
b. Don’t control everything. You can’t. 
c. Quality above quantity. 
c. Mobile will grow. 
d. Research. 
e. Selling via numbers.
Rebecca Sharma. 
New media in retail. 
Presentation 
a. Brands are into technology. 
b. Brands try to raise the experience. 
c. Storytelling. All touch points. 
d. Stay close to marketing team and customer 
care center
Sapient Nitro. 
a. War rooms & adaptive teams. 
b. Briefs are majority. PP mainly for new biz. 
c. Creative agencies trying to bring analytics in 
d. Don’t tell the whole secret. Have an idea 
which others can’t execute. 
e. No researchers. Use client’s data. No data 
driven decisions. 
f. Tell CEO/CMOs why they need a project.
Daniel Murphey. 
Startup collaboration. 
Presentation 
a. Don’t get stuff approve. 
b. Lean method = MVP + tests. 
c. Trinity of interactive: functionality, UX, 
design. 
d. Retainer budget. 
e. 1 cocktail party vs. 1000 likes. 
f. VendorDB. 
g. Producthunt.com.
Scott Wells. 
Biz development. 
Presentation 
h. eventbright / 
garysguide 
i. no pdfs or ppts on 
1st contact 
j. Have statistics 
k. Prof. casual 
l. sales ≠ marketing 
m. People buy things 
from people they 
trust 
a. Short letters 
b. Rapportive / ColdID 
c. salesforce/sugarcrm 
d. Be assertive. Propose. 
e. bcc FollowUpThen 
f. Leads are not leads till 
you call. Make lists. 
g. SEE PPT!
Matilda & Sophie. 
Creative collaboration 
a. Personify. Mr. Wind. Allstate Mayhem. 
b. Spokesperson. 
c. Personal story: 
a. Misty Copeland, Duracell 
b. Derrick Coleman, Trust your power 
d. Trust via facts. Prove it. Dove evolution. 
e. Heritage. Back to start. 
a. Chipotle gets avocado out during off-season to 
show they do care.
Ignacio Oreamuno. 
Art Directors Club. 
a. Changes are happening. Future is now. 
b. Everybody's frustrated. Improve yourself. 
c. Titles are dying. You can be like anyone. 
d. Billings system should be reviewed. 
Agencies should invent. No campaigns but 
solutions. 
e. Everybody's creative. You are creative. 
f. You reform the industry.
Agile. 
Prototype. 
Go out of the box. 
Storm, educate & share.
Learn. Improve yourself. 
Compete with industry. 
Invent the industry. 
Meet people.
IKRa NY Campus 2014 - Overview
Stas Kremnev 
mail me 
mail me a project 
slideshare 
facebook 
linkedIn 
Thanks 
a lot

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IKRa NY Campus 2014 - Overview

  • 4. Why did I go To improve personal background a. 7+ years in media, research and strategy. Evident gap in knowledge of creative process. b. To know technics and tools of the process. c. To meet people. To know how people see the industry a. Ideal agency as business and as community. b. Digital is no more just channel in a plan. c. Market moves to shops & boutiques. d. Ways to drive the market.
  • 5. Nota bene: all impressions shared are extremely personal. Author can be crazy and have a weak memory. However, there’s a chance he speaks from position of media agency.
  • 6. 17 days of deep dive 14+ people from different areas 7 tours to foremost agencies 21 lectures on ~10 directions
  • 7. Terms a. Prototyping b. Agile. Lean. Scrum. Sprint c. Retainer budget d. Proactive pitches
  • 8. Operations a. Sharing and education for team inspiration b. Brainstorming c. Educating clients d. Freelance on hire e. 20% margin at least
  • 9. Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri 15 16 aug 17 aug 18 aug 19 aug 20 aug 21 aug 22 aug 23 aug 24 aug 25 aug 26 aug 27 aug 28 aug 29 aug Arrivi ng Introduction/ Meeting (Going inside of English language) Lana New Business Development/ Strategy Digital Out of Home Day OFF Design thinking/User experience Digital production/innovativ e prototyping Creative technology, presentations Digital production (team,process General Overview of Creative Process Day OFF New Media Solutions Start Up and Company Collaboration Trends in digital advertising industry Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 10-00 JWT tour, 466 Lexington Ave #6 New York, NY 10017, 9:30-11 AM 11-00 12-00 Сrown Victoria, Introduction, basic NYC FAQ's, schedule, directions 13-00 LUNCH LUNCH LUNCH LUNCH LUNCH LUNCH LUNCH 14-00 Daniel Murphy( Co-Founder at VendorDB pformer BBDO producer) - Startup 15-00 16-00 Matilda Kahl/Sophie Isherwood(Creative Director at Saatchi&Saatchi/C 17-00 Андрей Габисов, Global Point Перерыв 18-00 Daniil Krivoruchko, Charlex, "NY ad industry - POV of the Russian Proffessional" Chris Gorges Havas Worldwide Senior Strategist Jeremy Adirim (JWT) - Goals and KPI of production 19.00 Intro duct ory Meet ing Xavier Gallego(Art director at R/GA) Benjamin Zoll( Strategist at Bartle Bogle Hegarty) Caitlin Burns (Business Strategist for Media Companies, Producer, Freelance Consultant at Caitlin Burns & Associates) Flavio Vidigal CD at firstborn - From Creative Tactics to Transmedia Storytelling Scott Wells - startup business development Patrick Keyes,The Bounce groupPrincipal Lana Voynova, Sapient Nitro, UX designer - User Experience presentation Zeh Fernando(Senior Developer at Firstborn) Prototyping, user testing, and development Rebecca Sharma (Senior Digital Producer at Victoria's Secret) David Vale (ass cd at Firstborn) - Creating and selling the unknown English language lesson 1, Lana Voynova, Sapient Nitro English language lesson 2, Lana Voynova, Sapient Nitro Josh Horowitz, Fake Love, Head Of Creative Development | Founder- Fake Love best campaigns Elena Melendy, Senior Content Strategist at Ogilvy Jeff Scardino (sr.copywriter at Ogivly) -Proactive Pitching with the underlying theme of prototyping Bruno Perotto (art director from firstborn) - How to build an effective mood board + Moodboarding workshop Clemens Brandt, director of digital operations at BBDO, Collaborate, Iterate, Prioritize, Create BBDO, 10:30-1 PM, 1285 Avenue of the Americas New York, NY 10019 HUGE, 1030-1, 45 Main St #220 Brooklyn, NY 11201 ADC (tour+speaker)Igna cio Oreamuno, Executive Director , 106 W 29th St New York, NY 10001 , 10:30-1 pm Sapient Nitro tour, 40 Fulton St New York, NY 10038 , 1030- 1 PM Museum of motion picture Firstborn tour 1130-2pm Let’s take a look
  • 10. Lana Voynova. English. Biz ethics. Presentation 1 Presentation 2 a. Don’t blame anybody. b. Be easy and be positive. c. Don’t go straightforward to a problem, use fillers & buffers. d. Don’t decline anything w/o walkabouts. It’s dead-end. e. Thank people. f. Give feedback.
  • 11. Danil Krivoruchko. NY ad industry. Presentation a. People not being late. b. Very wide planning horizon. 3-days pitches are not usual thing. c. Your English doesn’t matter. Your skills do. d. Overtime is paid (not common thing). e. Multi-skill is rare and therefore valued.
  • 12. Patrick Keyes. New agencies. Presentation a. Agency brand got to stand for something. b. Sell clients what they need not what you need to sell. c. Digital agencies becoming “Brand Agencies”. d. CMOs need 10 mini-campaigns /Y vs. 1/Q e. Marketers need partners not pitches f. Cold callingcreating beacons to help find you g. Integration drives faster growth
  • 13. Fakelove. We’ll love u if u let us.
  • 14. Fakelove. We’ll love u if u let us. Presentation a. fakelove.tv b. Don’t pursuit a client with idea. Clients just buy. c. Always experimenting. Do what drives them. d. 20% margin is nothing. Jaguar case 100K+ views a day / 2.3 unique reach +230% increased dealership traffic
  • 15. Elena Melendy. Content strategy. Presentation a. Young discipline. No SEO. b. No any evident effects to be measured. (?) c. Selling model is fee. d. Only account managers are responsible for commercial. e. Richard Ingram
  • 16. Lana Voynova. Crash course in UX. Presentation Clear and useful presentation. Just read it. a. Project is always a risk. The same problems like we have. b. Use tools for testing and prototyping. c. usertesting.com d. omtimalworkshop.com
  • 17. Huge. Ideal large agency. a. Yes, market moves to shops. b. R&D doesn’t make profit, but they want to. c. Work by teams. Mix experience. d. Campaign used to be just TV spot. It’s digital now and it’s complicated. e. Both education and hiring. f. Let a client test and see interim.
  • 19. Jeff Scardino. Proactive pitching. Presentation Knowing opps Creating opps Owning opps jeffscardino.com Our routine Missing opportunities
  • 20. Jeff Scardino. Proactive pitching. Presentation a. You deal with people. b. Prototype. You have only chance. c. Research. Springwise, PSFK. d. Mobile is next big thing. e. Big idea is harder to sell, but it does exist. f. Creative technologists are extremely trendy. g. Future is networks go down. h. In shop you can’t hide. jeffscardino.com
  • 21. Zeh Fernando. Prototyping, ut & dev. a. pepsispire.com. @vimeo b. Cynder framework
  • 22. Jeremy Adirim. Producers’ goals&KPI Presentation a. Money and timings person. b. Master of nothing and the champion of everything. c. Split by teams and try to negotiate.
  • 23. Bruno Perotto. Moodboarding. a. Research & predictive thinking. b. Windows of New York c. Case for local biz owners (AmEx event): a. 3d model b. Personal Instagram for biz c. Socializing d. Map development
  • 24. David Vale. Create&sell unknown. Presentation a. Research. b. Split to teams. Have developers! c. Mind maps. d. Idea ≠ execution. e. Protect, name and explain ideas. f. Leave space for client to contribute. g. inVision for prototyping h. Rolex case: how to communicate w luxury
  • 25. Clemens Brandt. Agile. Presentation a. 80% estimated wrong. b. Experience maps. c. Scrum master gets everything together. 10 mins meeting every morning. Solve tasks softly. d. Freelancers are ok, but it is better mindset to have them in the team e. Prioritize.
  • 26. Clemens Brandt. Agile. Presentation a. Do small things and learn from customers. b. Don’t think about how complicated things are. Think about product via sprints. c. Expectation management. d. pop app - prototyping on paper.
  • 27. JWT.
  • 29. Flavio Vidigal. Creative Tactics & TM. a. Brainstorms. b. Sharing ideas inspires and educates staff. c. Educate your clients. Talk to them! d. Build relationships w client. Go face-to-face. e. No matter how boring and straightforward the briefing is there’s always a way to push your ideas to a better spot. Presentation Full doc with videos
  • 30. Xavier Gallego. Creative process. Presentation a. Debrief is important. b. Prototype. Use paper. c. Be versatile. d. Remote is next big thing. e. Reddit / drivel / behance. f. If you stuck go whiteboard.
  • 31. Benjamin Zoll. Comm planning. Presentation a. Social won’t beat TV. TV is TV. b. 3 social media rules: a. Social is means not an end. b. Don’t control everything. You can’t. c. Quality above quantity. c. Mobile will grow. d. Research. e. Selling via numbers.
  • 32. Rebecca Sharma. New media in retail. Presentation a. Brands are into technology. b. Brands try to raise the experience. c. Storytelling. All touch points. d. Stay close to marketing team and customer care center
  • 33. Sapient Nitro. a. War rooms & adaptive teams. b. Briefs are majority. PP mainly for new biz. c. Creative agencies trying to bring analytics in d. Don’t tell the whole secret. Have an idea which others can’t execute. e. No researchers. Use client’s data. No data driven decisions. f. Tell CEO/CMOs why they need a project.
  • 34. Daniel Murphey. Startup collaboration. Presentation a. Don’t get stuff approve. b. Lean method = MVP + tests. c. Trinity of interactive: functionality, UX, design. d. Retainer budget. e. 1 cocktail party vs. 1000 likes. f. VendorDB. g. Producthunt.com.
  • 35. Scott Wells. Biz development. Presentation h. eventbright / garysguide i. no pdfs or ppts on 1st contact j. Have statistics k. Prof. casual l. sales ≠ marketing m. People buy things from people they trust a. Short letters b. Rapportive / ColdID c. salesforce/sugarcrm d. Be assertive. Propose. e. bcc FollowUpThen f. Leads are not leads till you call. Make lists. g. SEE PPT!
  • 36. Matilda & Sophie. Creative collaboration a. Personify. Mr. Wind. Allstate Mayhem. b. Spokesperson. c. Personal story: a. Misty Copeland, Duracell b. Derrick Coleman, Trust your power d. Trust via facts. Prove it. Dove evolution. e. Heritage. Back to start. a. Chipotle gets avocado out during off-season to show they do care.
  • 37. Ignacio Oreamuno. Art Directors Club. a. Changes are happening. Future is now. b. Everybody's frustrated. Improve yourself. c. Titles are dying. You can be like anyone. d. Billings system should be reviewed. Agencies should invent. No campaigns but solutions. e. Everybody's creative. You are creative. f. You reform the industry.
  • 38. Agile. Prototype. Go out of the box. Storm, educate & share.
  • 39. Learn. Improve yourself. Compete with industry. Invent the industry. Meet people.
  • 41. Stas Kremnev mail me mail me a project slideshare facebook linkedIn Thanks a lot

Hinweis der Redaktion

  1. Несмотря на то, что формально встречи назывались «Уроки английского», мы также много говорили о бизнес-этике, стандартных правилах в общении вне зависимости от того, с кем вы общаетесь – с клиентом, коллегами или начальством. Считаю эти принципы весьма полезными. И, безусловно, мы должны применть их в нашем повседневном общении. Никого не вините, предлагайте решения, благодарите людей и поддерживайте обратную связь.
  2. Данил Криворучко переехал в НЙ чуть больше года назад, и на лекции рассказал нам об видении индустрии со стороны профессионала из России. Самая важная вещь – и в этом весь НЙ – делать свою работу качественно. Если ты делаешь её хорошо, тебя оценят и без превосходного английского. Приэтом если вы сильны в нескольких областях – это огромный плюс для вас. Развивайтесь. Не можете расти вертикально – растите горизонтально. Чем больше вы умеете, тем больше вы можете сделать. И не опаздывайте.
  3. Патрик говорил об агентсвах новой формации, о том, чем должны быть агентства для своих клиентов. Ключевая мысль: агентства должны быть партнерами. Не строить исключительно свой бизнес, зарабатывая на клиентах, а разбираться в их бизнесе и помогать им расти. Это не ожидание брифа, а постоянное участие в развитии. Чем больше агентво и клиент интегрированы в общий процесс, тем это выгоднее обеим сторонам.
  4. Fake Love is a design driven Experiential Agency that creates unconventional immersive & artistic projects. Ярчайший пример того, что если ты делаешь свою работу хорошо, клиенты будут тебе верить. Не придётся доказывать каждый раз, что вы способны приносить пользу и выдавать высококачественные проекты. Ребята постоянно экспериментируют и двигаются вперёд с новыми технологиями, обеспечивая при это достижение бизнес-результатов.
  5. Первая лекция в серии, к которой можно отнестись прохладно ввиду узости выбранной темы. Content strategy – довольно молодое, но невесёлое направление. Кому интересно, посмотрите, пожалуйста, презентацию – расписана теория работы и источники знания.
  6. Одна из тех презентаций, к которой нечего добавить ввиду её чёткости. Отлично расписаны назначение UX, как им заниматься и ресурсы для работы.
  7. Hugeinc.com HBO Go case. Mix experience = we hire people when we need them. Say you’re a bank. New client. We won’r bring people with bank XP just to do the same shit they done before. Do what clients tell they need. Идеальное агентсво, каким оно должно быть. Посмотрите на список того, чем они занимаются, - это полный спектр услуг. Ещё недавно они были digital shop’ом, а сейчас активно расширяются и начинают даже снимать ТВ-ролики. Они не боятся браться за новые направления, если видят, что клиентам это нужно, не отсылают клиента с формулировкой «Мы этим не занимаемся». Если надо, они нанимают необходимый опыт. Однако в целом предпочитают вопитывать людей внутри. Это дешевле и эффективнее. Другой аспект работы – формирование рабочих команд. При появлении нового клиента они формируют команды для него, диверсифицируя опыт различных областей. Это помогает привнести новый опыт в индстрию и решать задачи клиентов более эффективно.
  8. http://www.jeffscardino.com/ Knowing you have a media buy Researching brand and presenting an opportunity Making something then selling it Джефф рассказал о подходе proactive pitching как о способе работы с клиентом. Наша каждодневная работа – это ответы на вопросы клиентов, работа по брифу для решения уже определенных задач. Вы можете с этим здорово справляться. Однако мы упускаем 2 очень важных типа взаимодействия. Когда мы помогаем решить бизнес-задачу, которую клиент ещё не сформулировал. Можно разобраться в бизнесе клиента, найти слабое место или упущенные возможности и предложить клиенту решение. Трудно представить себе клиента, который не будет этому рад Вы также можете придумать идею, не имея клиента для её реализации. Вы разрабатываете материалы и концепцию, делаете прототипы и начинаете искать клиента. Джефф придумал антитабачную кампанию и пробовал продать её 4 антитабачным ассоциациям. Они её не купили. Джефф не сдался, и в итоге нашёл крупный институт здравоохранения, и они реализовали эту идею. Считаю, что, конечно, эти же принципы должны реализовываться и в нашей ежедневной работе.
  9. http://www.jeffscardino.com/
  10. Development 8 months Zeh – директор по разработке в одном из крутейших агентств В НЙ. В качестве презентации он выбрал описание процесса разработки аппарата для создания любого сочетания вкусов для напитков Pepsi. Это тяжелейшая работа, которая выполняется не какой-то технологической компанией, а агентством.
  11. Producer. Is a project manager to MS. К сожалению, запомнился веьсма слабо. Про продюсерское житие – в презентацию.
  12. Canadian Airlines case 1 dollar site Чемпион по произношению слова like. Презентацию не оставил, вспомнить можно довольно мало. Привожу лишь кейс для воркшопа, который Бруно провёл для нас. Создавать может любой.
  13. Voice manipulated kabeat kabox Случай с кристалльно понятной презентацией. Прочитайте и имейте перед глазами его рассказ о креативном процессе в агентстве. Fisrtborn.
  14. Одна из ключевых презентаций всей сессии. Клеменс рассказал о методолгии agile, которой пользуются многие разработчики и которая должна применяться – имхо – для всех более или менее крпуных проектов.  Business model.   sites and other staff in-house bulgarian outsourcing   software is beast 80% estimated wrong   1. Do you believe in Big Idea? Does it exist now? 2. What are your biggets/epic fails? 3. what are the 3 key rules of your own brand in social media? 4. Social is the new TV. Can this be true for the country with 150 mio population and only 50% of Internet penetration? 8. What is the next big thing? Drones, Mobile, 3dPrinter, haptic monitors? 9. What should be expect in digital Adv - evolution or revolution? 10. How to balance experementing mindset vs business results guarantees? 11. Which structural changes should be done first within big media agencies to stau in games?   Experience maps   Scrum master gets everything together. 10 mins meeting every morning. Solve tasks softly   Freelancers are efficient?   there is no department Freelancers are ok, but it is better mindset to have them in the team   user stories prioritize. estimations sprints   don’t think about how complicated things are. think about product via sprints   Expectation management pop app - prototyping on paper
  15. Суть его состоит в том, что вы продвигаетесь по проету небольшими шагами, тестируя идеи и отслеживая рекцию клиента и/или потребителя. Вы не пишите огромных руководств для изучения, когда чудовищно огромный проект выпущен, все деньги потрачены и никто не знает, что с ним делать. Вы обсуждаете всю разработку и все детали по ходу выполнения проекта, лицом к лицу. Лично я считаю, что это тренд на ближайшие несколько лет в project management’е, поэтому срочно всем в библиотеку, книжные и википедию.
  16. Лучшая, просто великая презентация курса. Обязательно посмотрите. Чёткая и вдохновляющая, множество интересных кейсов. В связи с этим особо интересен подход Флавио и его коллег в построению рабочего процесса внутри.
  17. Without learning you can compete in America. Or even in future. The area is the question.