Module 1
Sharing and categorising different
packaging case studies.
-how packaging is becoming more
advanced.
- the different types of brief.
- embedding the need to become
more of an expert.
Design and Packaging…
Role of packaging:
- to protect.
- to carry.
- to communicate.
- to appeal.
- to sell.
- to ease usage.
‘If design were an
Olympic sport it would
be the Decathlon!’
Derek Day, JWT
Category Creating Innovation…
But not clearly defined and creates a blur between
biscuits and cereal.
Fixture confusion = consumer confusion = turn-off.
Strategic Brand Extension
Ferrero - masters of protecting and
nurturing their brands to ensure they pass
successfully from one decade to the next.
A clever piece of brand naming and a great
promoter of the core proposition of Nutella.
Future-Proofing Innovation
Paying much more for far less.
A business problem that went looking for a
consumer problem for a solution.
Cubes are old-fashioned and processed and
fiddly,
Now worth £ 500 million globally.
‘Killer Insight’ Innovation
Time poor parents and the need
for faster solutions to feed the
kids.
These snack pots have been so
cleverly re-designed starting
with yogurt pots as the
inspiration.
Shelf presentation, clear
proposition and naming have
been executed superbly.
New Occasion Innovation
This brand is storming the biscuit aisles and uses novel packaging to great effect.
Small = cute, tactile and grab-able.
Also trending around OTG (On-the-Go) and BICO (Bought-In-Carried-Out).
Discernment Branding
Branding is a complex and emotionally-led business.
There are so many product sectors where
brands do not feature.
However, these are also areas where consumer desire
is increasing so creating a chance to connect
and create loyalty and discernment.
Limited Edition Branding
Smaller brands are opening up to the idea that
you needn’t have large sponsorship budgets to
leverage events and seasonal themes.
Structural ‘bull’s eye’
design
Small & Mighty has been a big success but
communication of benefit has always been
challenging.
This replacement is so much smarter and
fitting with the brand promise.
‘Total’ packaging design, where a clever
creative chose to hero the wash ball.
Packaging as an
Investment…
The previous design is a competent
piece of work, but you’ve seen this look
a dozen times!
By designing a new square flask-like
bottle with retro lines, suddenly the look
is authentic American, and steps away
from all of the English gin competitors.
By investing in new glassware and
moulds, labelling - the cheap part that
everyone copies - doesn’t need to work
so hard.
Learning from the kids…
Tanqueray 10 has just re-launched
globally making bottle design an
even more important feature of the
overall identity.
‘Call to action’ design
SRP’s help superbly in clarifying
repeat cartons.
A big problem when packs
appear like soldiers in a row.
Here the call to action is so
effective on what is seen as a
useless outer case facing.
Cutting ‘visual noise’
More brands are paring back their
designs to the essential minimum,
in the store environment where
visual clutter is ‘off the scale’.
It demonstrates brand confidence
and self belief.
LESS IS MORE.
Facing up to the enemy..
Own label is not just matching brands, it’s out-gunning them.
Confident brands have a visual language that talks without shouting.
Strategy…
The first problem in design is to work out what the
problem really is!
Every brief should start with:
Definition of a problem
or
Expression of an opportunity.
(Share a Coke brief - only 50% of Europeans have ever tasted Coke)
Disruption…
Brand Promise / Overarching Insight
Spicentice stands out from the crowd because of its commitment to
traditional recipes that have been perfected over generations, with
100% pure herbs and spices, no waste and absolutely no nasties!
Cooking and sharing a meal using our spice kits will impress
your family and friends.
Disruption…
The Problem - Spicentice does not stand out from the crowd…
Brief - simple but disruptive branding and packaging for ‘herbs and
spices kits’ to enable (less confident) cooks to make delicious authentic
dishes with help from on-pack recipes.
Disruption…
I see it, I get it, I want it!
Disruption…
Launched in 2005
Renovated in 2011.
Renovation…
‘The re-branding
and structural
design solution is
the single biggest
change that has
revolutionised our
packaging,
attracting national
listings.’
‘Spicentice has
become a clear
destination purchase
with 16 independent
retailers reporting that
their customers who
have specifically asked
for the
product. or informed
them that is the reason
for visiting the store.’
‘We used the design and the creative process as a catalyst for change
and improvements in the way that we work together.’
Renovation…
A sticky situation
The Problem - despite being a £37m brand with a massive presence on
the fixture, at a brand level Rowse had little saliency, with very few
customers even recognising that they were buying Rowse honey!
Considered Renovation…
Brief - create an iconic identity for Rowse that would allow it to
behave an act like a brand leader, driving consumer awareness
and saliency of the brand.
Create a clear brand architecture to enable shoppers to
navigate the range.
Considered Renovation…
Fresher, greater brand presence, honeycomb shape carried from
label to distinct cap and glassware, clear hierarchy for range design.
Considered Renovation…
Increased price point of 17%, while retaining customers.
NPD launches with a value of £1.7m retail sales.
Increase of 11% in distribution in major accounts.
Consumers found the product 6.4 secs more quickly on shelf.
Consumer awareness increased by 28%.
46% of consumers recognising and recalling Rowse honey.
Mission Positioning…
The Opportunity
- to offer Mums
something more
exciting and
emotionally
rewarding for their
precious little
ones’ early
years…away from
dated ambient
slush that goes
into glass jars.
Trust, Heritage.
To bond with
Mums and
become ma
trusted friend.
Taste,
Goodness.
Mission Positioning…
Child-centric positioning around the ‘Good Food Playground’.
Speaks to mum’s kids and reassures her of the values of the
brand – pure, simple, good for kids and 100% organic.
‘Personality is a brand’s creative strategy, which informs its
tonality and how its story is told.’
Mission Positioning…
Despite the blatant copying of the pouch format, Ella’s Kitchen,
at 6 years old, now has a 14% share of the baby food market
and a turnover of £ 60 million.
Some Watch-outs - egomania
The egos and
ambitions of
Marketeers and
Designers!
…putting their own
interests ahead of
the brand, leading to
lack of consistency
and regular change.
Some Watch-outs - that word ‘iconic’
‘Iconic' means famous, popular and well-established, and having value
as a symbol or functional object.
Surely, therefore, it’s fundamentally flawed to change a design to
something more iconic?
Some Watch-outs - design without strategy
Many brands settle for just looking better. That’s not how shoppers judge packaging!
In fact they never get to see the before versus after!
Here’s a classic case of saying nothing, and solving nothing either!
Some Watch-outs - Structural Packaging…
As a piece of structural packaging
this fails to create credibility as an
appealing cooking ingredient
- bath foam, maybe!
Some Watch-outs - ‘Define’ discipline
Define is often
fundamental to the
success of the
Design phase:
1.
‘Define’ the
Communication
Content.
2.
‘Design’ the
Presentation
of that Content.
Breakout 1
- where am I now?
In your groups, each share your pack with the
others and propose:
a key problem relating to your packaging / branding
or..
a key opportunity!
5 minutes per person.
3 line answers on A4 boldly.
30 minutes in total.
Key Take-away
To become a champion of packaging design,
you have to exercise!
Become better informed of other brands on shelf:
- critique the before and after.
- make a guess at what the start-point was
- problem or opportunity?
- learn to look beyond the veneer of it’s visual appeal.
Module 2
Composing the best possible brief
to deliver outstanding creative and
commercial results.
A great brief is not
a piece of paper.
It’s a very simple but
considered process.
In the brands and agency world,
there can be up to four distinct
components to this ‘task’
1. The Brief
2. The Briefing
3. The Return Brief
4. The Creative Brief
The Brief
This is ‘base camp’.
The absolute minimum that is
shared between client and agency
to allow a cost proposal to be drawn
up, and for creative work to
commence.
Often a one page overview.
Occasionally verbal only.
The 5W’s of Briefing…
W
W
Who?
What?
W
W
When?
Why?
Rachel Barrie, Chief Strategy Officer, Fallon
W
Where?
Problem
Only 2% of our
consumers are women
– yet latent appeal and
needs are equal.
Pack repositioning
that attracts more
women.
W
W
Who?
W
What?
W
When?
W
Where?
Why?
…more
precisely are
they?
We can’t
hope to
appeal to all
women?
…what are
their needs
that we can
meet versus
other mints,
and what
are they
buying
now?
…all year
round?
At work
when
stressed?
After
smoking?
..newsagents
close to
cigarettes?
Mints?
Medicines?
..nothing as
strong,
effective, long
lasting…if its
good enough
for men…
Hi Robert,
My name is Jane Ní Dhulchaointigh,
and I have this brand called Sugru.
I’ve been give your name as an agency that
might be able to help us on some
packaging redesign…
The Basic Brief
Background
- reason for brief?
Objectives
- what you want to achieve?
Strategy
- what needs to be removed,
retained, enhanced,
introduced?
Scope
- how wide can we think?
(evolutionary =
1, revolutionary = 10)
Constraints
Plan / Process
- what has to be observed?
- according to protocol?
(key dates,
stages, decisions)
Agency Task
partners)
- role of the agency
(vs. internal or supply
The Basic Brief
Background
Sugru is a revolutionary silicone
with limitless
applications. We sell
online only and want to move to
retail but our packs are not fit as a
selling pack.
Objectives
selling in Apple stores,
Lewis, B&Q.
To take our business to the next
level - retail,
John
Strategy
We want shoppers to get what
we’re
about and to be able to
see the
product. We want to target repairers
but stay true to our
project enthusiasts.
Scope
Keep the logo. We like the
space age
nature of the
pouch but it limits our
communication space and quality of
print.
Constraints
Keep the sachets and maintain
manual
assembly.
Plan / Process
Launch in 16 weeks.
Appendix Brief (written or spoken)
A short history of the brand’s evolution.
Brand ambitions, brand key, etc.
Current marketing activity.
Research that could inspire or inform.
Samples - brand and competitive.
Tasting or trialling session!
Parallel brands you aspire to.
Judging and selection approach.
Ballantine’s - Global
No. 2 Scotch brand
No briefing template!
Chivas Brothers New Briefing Template…
Composed over two ppt pages.
Designed by a specialist briefing agency!
Almost as unpopular as it is popular.
BRAND:
1. WHAT IS THE BRAND
CRUSADE?
TYPE OF BRIEF:
2. WHAT IS THE BRAND
PERSONALITY AND TOV?
MARKET(S):
3. WHAT IS THE OPPORTUNITY
OR ISSUE?
4. WHAT IS THE OBJECTIVE
OF THIS BRIEF?
5. WHO IS THE TARGET CONSUMER OF THIS BRIEF?
6. WHAT DOES THE TARGET CONSUMER
THINK/FEEL/DO NOW?
7. WHAT INSIGHTS DO WE HAVE?
8. WHAT’S THE COMPETITIVE GAIN?
9. WHAT IS THE ONE MESSAGE YOU WANT TO TELL YOUR CONSUMERS THROUGH THIS INITIATIVE?
10. WHAT DO WE WANT TO CONVEY AS OUR USP’S
11. CRITIQUE OF CURRENT?
13. SEARCH AND SPIN?
12. WHAT DO WE WANT FROM THE
AGENCY?
14. KEY AGENCY TAKE AWAY
15. CONSTRAINTS / CHECKS?
16. HOW WILL WE KNOW WE’VE SUCCEEDED?
17. TIMINGS?
18. BUDGET?
BRAND:
TYPE OF BRIEF:
1. WHAT IS THE BRAND
CRUSADE?
A strapline that is short
code for the brand.
Your ‘Just Do it!’
2. WHAT IS THE BRAND
PERSONALITY AND TOV?
MARKET(S):
3. WHAT IS THE OPPORTUNITY
OR ISSUE?
If your brand was a
celebrity, or a type of
person – a Delia Smith or
a Jamie Oliver?
4. WHAT IS THE OBJECTIVE
OF THIS BRIEF?
Best describe it in a direct
no nonsense couple of
sentences.
One sentence that
describes the end result
and deliverable.
Try and avoid jargon.
New packaging that
addresses specific
communication aspects.
‘We look old cheap and
dusty…’
5. WHO IS THE TARGET CONSUMER OF THIS BRIEF?
The more detailed and specific this is the better. Avoid trying to target everyone – it’s delusional!
This is a good place to apply the Who, What, When, Where, Why?
6. WHAT DOES THE TARGET CONSUMER
THINK/FEEL/DO NOW?
Might be possible to quote via research.
Also valid to state that they just don’t
care of have a view!
7. WHAT INSIGHTS DO WE HAVE?
8. WHAT’S THE COMPETITIVE GAIN?
A discovery about the consumer that
enables us to establish a connection
between our brand and their lives, and
elicits the emotional reaction of ‘you
obviously understand me!’
Do you want to be distinctly different,
better, more affordable….?
9. WHAT IS THE ONE MESSAGE YOU WANT TO TELL YOUR CONSUMERS THROUGH THIS INITIATIVE?
Make this a compelling consumer quote written in terms of ‘what’s in it for me!’
10. WHAT DO WE WANT TO CONVEY AS OUR USP’S
A shortlist. If there was a fire what three USP’s would you want to save?
11. CRITIQUE OF CURRENT?
Be honest about what your strengths and weaknesses are
– you could appendix a SWOT analysis.
OR apply a RETAIN, LOSE, ENHANCE, INTRODUCE.
12. WHAT DO WE WANT FROM THE
AGENCY?
This is about scope – new brand identity and label range.
May include Structural design and Secondary outers.
Do you have internal resources or suppliers that can help
downstream or do you require a turnkey service?
13. SEARCH AND SPIN?
14. KEY AGENCY TAKE AWAY
What brands exist that you can learn from, or
admire, or would like a similar wardrobe to?
Single sentence – packaging that is refreshingly
different – packaging that kicks off the whole taste
experience!
15. CONSTRAINTS / CHECKS?
16. HOW WILL WE KNOW WE’VE SUCCEEDED?
Speak with your your suppliers and cost of goods.
Hard fact measurables – increased sales volumes, orders, new
customers, faster navigation on shelf.
Think now about the implication of increased costs and
what permissions you can allow.
17. TIMINGS?
Quote ultimate launch time and internal gates / decisions
and reviews.
18. BUDGET?
You can leave this empty and request a quote or you can
share the budget you have – we recommend quoting your
total budget.
Disruption…
Launched in 2005
Renovated in 2011.
BRAND: Spice-N-Tice
1. WHAT IS THE BRAND
CRUSADE?
‘Together we can make it!’
TYPE OF BRIEF: Renovation
2. WHAT IS THE BRAND
PERSONALITY AND TOV?
Authentic, with
conviction, personable,
with flair.
MARKET(S): UK, Ireland
3. WHAT IS THE OPPORTUNITY
OR ISSUE?
We are different to other
spices because of our
commitment to traditional
recipes that have been
perfected over generations,
with kits made up of 100%
pure herbs and spices, no
waste and absolutely no
nasties!
4. WHAT IS THE OBJECTIVE
OF THIS BRIEF?
To make our packaging as
distinct and as exciting as
our brand essence and
product promise.
5. WHO IS THE TARGET CONSUMER OF THIS BRIEF?
Primarily women but also men; 30 -50, home owners, family, enjoy many food types. Interested in celebrity chefs and TV cook
shows, inspired by Delia and Jamie’s cheating tips. Cash rich time poor – instant gratification, cooking at home a social retreat
from the busy day. Like cooking for friends. Not naturally skilled or confident, e.g home baking, bread making.
6. WHAT DOES THE TARGET CONSUMER
THINK/FEEL/DO NOW?
62% of Brits say that cooking ethnic food
at home is cheaper than getting a takeaway. 36% say ethnic food at home
tastes just as good as a takeaway.
7. WHAT INSIGHTS DO WE HAVE?
Consumers are tiring of the generic
Chinese and Indian dishes – they want
to be more adventurous but lack know
how and guidance.
8. WHAT’S THE COMPETITIVE GAIN?
The only brand offering exciting ethnic
spice kits to people who want to
experimenting with new flavours.
9. WHAT IS THE ONE MESSAGE YOU WANT TO TELL YOUR CONSUMERS THROUGH THIS INITIATIVE?
Wow! I cooked (and I don’t feel like I’m lying when I say that!!) a an amazing Thai Green Curry for my friends last night!
10. WHAT DO WE WANT TO CONVEY AS OUR USP’S
FRESHER - no more dusty spice jars lying around the cupboard. JUST RIGHT – perfectly portioned. AFFORDABLE – versus
buying individual jars, ENABLING - the box with the recipes completes everything required.
11. CRITIQUE OF CURRENT?
12. WHAT DO WE WANT FROM THE
AGENCY?
A modern solution to a smart and exciting product idea.
A disruptive pack with bold stand-out.
A striking brand identity with longevity.
A strong brand block to overcome small size and range.
14. KEY AGENCY TAKE AWAY
13. SEARCH AND SPIN?
16. HOW WILL WE KNOW WE’VE SUCCEEDED?
15. CONSTRAINTS / CHECKS?
Stocked by multiples – preferably Waitrose or Sainsburys.
Loyalty, measured by purchasing up to 6 packs per year.
Long Term – reputation and expectation for Innovation.
18. BUDGET?
17. TIMINGS?
Initial Ideas
Refined ideas for testing
Final Design Range
Launch
end July.
end August
end Sept.
March
The Briefing
The Brief is merely a catalyst for
rich dialogue, face to face.
With people who do this all
of the time.
Do what you do well,
and they’ll reward you in return
with equal effort.
The Brief
Functional 80% : Emotional 20%
The Briefing
Functional 20% : Emotional 80%
Get Good Chemistry
early!
Creative
Friendly
Clients
Client
Friendly
Creatives
(Also understand the role of the Account Manager)
‘The Briefing….’a springboard’
…is the first part of
the process to the
creative outcome.
Ideally it provides focus for
inspiring conversations
and creative possibilities
and a ‘springboard’ for
creative development
and inspiration.’
Kerstin Strubel,
Marketing Capabilities, Mondelez
The Briefing - Target Practice
Ken Shuttleworth, MAKE Architects
The Beautiful Constraint…
Everyone thinks that the key to a
great brief is the freedom that it
gives to a creative mind to
explore all possibilities.
Think instead…
‘Constraint is the
mother of innovation.’
Face up to your constraints early
and clearly with your agency and
ask for their help to make your
constraint an enabler.
Ten Simple Tips for Better Briefing
1.
Think about the meeting place
- open, relaxed, able to share ideas
and samples.
6. Get into Dragon’s Den mode
- you are selling your brief to them
and you want them to buy!
2.
Set expectations - not just a
briefing but an ‘open up’
discussion.
7. Exude confidence and passion for
project - make it feel like it’s your
No. 1 priority.
3.
Request (!) that the creatives be in
on the briefing, even better if they
are also consumers.
8. Exert open-ness and an honesty early
- share concerns about future
potential pitfalls.
4.
You and team - match their
commitment and show you’re
serious and supported.
9. Encourage good dialogue - is the brief
clear enough, what’s missing,
what ideas does it inspire?
5.
Use the brief as your prompt but
bring it to life - plan and rehearse.
10. Demonstrate a genuine commitment
to their success.
Ten Simple Tips for Better Briefings
1. Think about the meeting place
- open, relaxed, able to share ideas
and samples.
2. Set expectations - not just a briefing
but an ‘open up’ discussion.
3. Request (!) that the creatives be in on
the briefing, even better if they are
also consumers.
4. You and team - match their
commitment and show you’re
serious and supported.
5. Use the brief as your prompt but
bring it to life - plan and rehearse.
Ten Simple Tips….
6. Get into Dragon’s Den mode
- you are selling your brief to them
and you want them to buy!
7. Exude confidence and passion for
project - make it feel like it’s your
No. 1 priority.
8. Exert open-ness and an honesty
early
- share concerns about future
potential pitfalls.
9. Encourage good dialogue - is the
brief
clear enough, what’s missing,
what ideas does it inspire?
10. Demonstrate a genuine commitment
to their success.
If they like you,
your brief
and your brand
- it sets you up perfectly
for great work!
The Return Brief
A useful check!
Many agencies like to distil the
client brief down to one page…
(because creatives don’t read)
Others like to use ‘the briefing’ to
expand on the brief, and add
observations and strategic inputs to
get client agreement and alignment.
Beefeater Gin Restage…
Brief
A root and branch
critique and re
appraisal of current
packaging to create
A solution that is
competitive up
to 2020….
Observation 1
Dated versus Modern
Should you apply the modernity
and vibrancy of the ATL
campaigns to make the pack
more appealing?
Does this question the future of
the Yeoman?
No - he’s the brand icon, the
signifier and should be amplified
rather than avoided.
How we use him presents an
opportunity…
…and an opportunity to break
free of the horizontally layered
‘eye path’.
Brands with characters as
Core Signifiers…
We could take him back in
time with added
quirkiness…
Or bring him forward with an
abstract and modern style…
Observation 2
Made in London…
Too many brands claiming to be
a London Gin.
Your USP - the only one
distilled in the heart of London.
(The message lost on the
bottle).
IF this is compelling then how
do we express it more boldly?
The background and the bottom
third need to shout Beefeater’s
unique provenance.
Observation 3
Aspirational Britishness
We should increase levels of
Britishness to make this the
undisputed London/British king of
gins.
Build the union flag into the
design and bring more block red
and blue into the design.
(But not anywhere near the level
applied here)
Understand from the markets’
perspective what ‘aspirational’
London means.
Observation 4
Purity is Undisputed
The relative newcomers are all
using bold colours to get noticed
and build distinction.
Suddenly clarity of bottle and
label is recessive.
Your colours are red, black and
white - we need to be less
invisible and use our colour set
more powerfully.
Is it time to abandon the clear
label and 3D background
approach?
Observation 5
Slim bottle,
Beefy Logo
Glassware is the most expensive
component and one of the most
protectable.
Our square-ness is iconic and
distinct, but are we a little too lean
and commodity like?
Could we keep our height and
stature and go wider, build more
craft and personality into the
bottle?
We can’t go to a squat ‘Pot’ bottle
as this would confuse the portfolio.
Observation 6
If bottle design is
‘out of scope’
A considered label design that
makes the whole greater than
the sum of the parts, and draws
the shopper to your brand is
always a useful secret weapon
open to flat faced bottles!
Observation 7
Global focus
It’s all too easy to get distracted
by the new kids on the block.
BUT they are niche, twice the
price and many of them won’t be
around in a few years.
Know the real enemy and plan
your attack in direct relation to
them - own an element for each
of the following:
Colour
Shape
Logo
Imagery
Words
Summary
1 Yeoman ‘grounded’
2 USP fop.
3. Aspirational Britishness.
4. Amplified colours.
5. Beefed up bottle.
6 Whole>Sum of parts.
7. Global focus.
The Creative Brief
More usual in bigger agencies
where there’s a hierarchy,
..especially advertising.
The ‘Head Creative’ sets out some
initial thoughts on where there the
creatives should explore.
You can ask if they plan to write one
or ask them to share their thoughts
on startpoints.
‘There is no such thing as poor creative work
…only a poor creative brief!’
Anonymous.
It addresses…
I was expecting this and
you were thinking that!
Job to be Done…
Broaden the brand’s appeal...
Compete in ‘modern contemporary’ - the £100m territory!
Brand Truths - we can build and own…
A brand with history and heritage.
A brand proud to showcase its traditional flavours.
A brand that reminds you of the good old days.
(…for Karen and Steve, it’s the 70’s).
A brand that’s not scared about being different.
A brand with quirky flavours that won’t suit everyone.
Packs as Positioning tools…
4 territories, 8 concepts…
Evolutionary
Humour
Making
some
reference
to
current…
Recognising the
quirkiness
of flavours…
Nostalgic
Natural
Upweighting
focus on
ingredients,
taste and
competitive
set…
Playing
to the
target
audience…
Diamond Evolved
Gardener’s Recipe
Bold Flavour
Be Original
Cap Badge
Barr’s Roots
Breakout 2
Briefing the Brief!
Each Table selects a brand from the bag.
Assume that you’ve written the brief
Discuss and headline a plan on how you’re
going to make the briefing
‘a springboard’
for great creative work.
30 minutes.
Use flip charts to list your ideas.
Two people and 3 minutes to present back.
Iconic but lost!
Should be leveraging the home cooking trend and
our appetite for spicier foods.
Get Smart!
We should be ideal for lunchboxes but are a million miles away.
However we don’t want to default to pester power packs.
No Go to On The Go!
We look like cereal that never leaves the cupboard.
We want to be bought in and carried out daily
More Costa Coffee than China Tea Cup!
Always eaten as the freebie in hotels, but rarely bought.
We need to be more everyday and loved.
Unleash the brand’s potential
Outer packaging negligible but so too is its impact.
We need a disruptive solution!
The Box Office Hit in Popcorn
Bags are generic - where all crisp snacks are.
Own and deliver a more .
Key Take-aways
Briefing is a process - not a piece of paper.
The Brief
The Briefing
The Return Brief
Your commitment to the brief:
‘I want to make this the highlight of your week.’
Agency’s commitment to delivering:
‘I want this solution to be the highlight of your year!’
Module 4
Managing an agency smoothly
throughout the creative process.
Four fundamental steps:
1. Choosing the right agency.
2. Setting out a process that suits
both parties.
3. Agree judging criteria for creative
work.
4. Anticipating issues early.
Many great careers have been
built with the background
support and loyalty of
a great agency that
delivers superb
results every
time.
Some
agencies
recognise that
The single most
Important element in
Producing great work is
only possible via the help
and skills of a talented client.
Type of Project…
Renovation & Extension
New Brand Creation
Innovation & NPD
Structural / Engineering
thedieline.com
popsop.com
packagingoftheworld.com
lovelypackage.com
Choosing an Agency
Exhaust local options - to avoid travel time,
travel expenses and lack of closeness.
Word of mouth first - ask colleagues for
recommendations.
Get people names!
Window shop - website, brochures, case
studies examples.
Shortlist three agencies maximum.
If possible, meet the agencies at their offices.
Be specific about expectations:
- core capabilities.
- relevant case studies.
- meet the team you would be
working with.
- request 10mins of their thoughts
on the task.
Select on the basis of capabilities,
experience, team, and instinct.
Are you a Fortune Client or a Fame client?
FORTUNE
FAME
Are BIG companies with BIG budgets.
Are SMALLER companies with SMALLER
budgets.
Often have boring brands.
Often have undeveloped brands.
Always have projects on the go.
Always have re-work to do due to the layers
of management.
Too much indecision – creative work rarely
gets to market.
However, brings home the bread.
Steady monthly income.
Often resourced by less experienced and
less talented creatives.
Often a first project and prospect of
becoming a client.
Agency often shapes the process and gets
to drive more decisions.
Little contribution to the bottom line, but
potentially a great case study and PR.
Often resourced by best creatives who
thrive on work that goes places
How agencies want to be perceived…
Strategic
A great grasp of your brand, its environment,
and the problem it faces.
Creative
Freshness, originality, flair, in everything they do.
Delivery focussed
Ideas and creativity is meaningless without
results in the marketplace.
A ‘yes’ culture
Nothing is ever too much to ask.
Great people
As much about relationships
than results.
Worthy investment
Reassuringly expensive!
Structural Design Expertise
Most brand specialists talk of the need for
integrated packaging / integrated agency.
Many offer structural design as it
adds to their offering and looks easy!
Ideas are easy - making them
work is a totally different capability.
Too many agencies say yes to structural
design when they should say no!
Millions of euros in fees are wasted by
companies briefing structural design to
non-experienced agencies.
A ‘real’ Structural Design
agency…
Has trained Structural and Industrial
Designers.
Talks confidently about materials and
processes - not plastic and card!
Can sketch in 3D!
Can talk knowledgably and passionately
about past case studies.
Is proficient on CAD.
Wants to work early and collaboratively with
your Development Centre and suppliers.
Wants to mock up concepts early.
Knows that designing Graphics and Structure
together is a ‘nice to do’ rather than a
‘need to do’.
How Med - Large Agencies work
£ 100k per professional per year.
Account people set monthly targets.
Bonuses paid on achieving them.
New clients awarded to best performers.
Proposals backed by breakdown of
personnel forecast and their hours.
All staff time-sheeted - over-runs on
hours creates tension.
Aim to bill by stage and set dates to
record on monthly targets.
Project delays a nightmare.
Extra charges wins brownie points and
alleviates shortfalls elsewhere.
Costing Model…
Stylist
£49
Senior Stylist
£51
Style Director
£54
Art Director
£59
Don’t get involved!
The best work, from the best team.
Costed by phases.
Fixed price with best estimates for
specialist services such as Illustrators,
photography, specialist type design.
Don’t be afraid to quote a fixed budget up
front!
We believe…
There are so many brands operating in this
arena, some successfully, some shamefully.
There are also so many ways to crack this, BUT
don’t confuse what’s possible with what’s
profitable.
We would approach this brief with the same
philosophy used for other projects…
1. Keep It Simple
Define, Design, Deploy.
2. Bias for Action
Ideas are easy, action less so!
3. Do It Better Together
Collaboration is key.
Judging Creative Work
- easy wins
Request that creative work is presented with a
structure:
rationale, benefits, issues, future builds.
Don’t jump in with feedback.
Get the agency to judge their own work first!
Comment on every idea starting with the best first.
(Try green, amber, red for tiering).
If the agency does not have clear criteria, adopt
simple review ‘tools’.
Don’t go to meetings alone!
4.
managing the agency process
and relationship smoothly…
Sugru
…a ‘fame’ project
delivered for €15,000.
134
Approach
1. Define
Retail & Pack Immersion
Create the Communication Content
2. Design
Create Design Concepts
Success Strategy…
Test Concepts
1. Communication flexibility.
3. Deploy
Refine
Implement
2. Communication efficacy.
3. Small as a retail strength.
4. Bold and Brave.
Sugru Proposition Template
Category
Target
Retailer
John Lewis
Target
Consumer
John Lewis loyalists and account holders.
Understand the JLP promise and trust them implicitly.
Buy all their electricals there - range quality, price guarantees, extended warranties.
Competitive
Set
Electricals - Comet, Dixons, on-line,
and supermarkets.
Consumer
Insight:
‘I live with many broken or faulty small appliances and would fix them if I could.
These repairs should be simple, but it’s often a broken piece of plastic or a
worn cord, and I’m not taking it apart to replace parts.’
Proposition:
Fixes all the products that have never been possible to fix.
Benefit:
Functional
Reason to
Believe:
Fixes small problems on perfectly
good household items.
Household Appliance / Electrical Repair
This could be positioned as a sustainability
initiative - to encourage shoppers to repair
rather than replace items with small faults.
Benefit:
Emotional
Makes sense on many levels hassle, time, money, waste.
Discriminator:
As endorsed by John Lewis.
Sugru Form & Fix
- for life’s little fixes.
brand
go shape!
formable self-setting silicone
sub-brand
descriptor
proposition
rtb / benefits
shape your own style.
shape your own style.
(Discriminator could also be a mission
statement)
discriminator
138
139
140
Sugru - cut your cloth accordingly…
Pack sleeves that change according to the retailer’s range
and the most likely application.
Ditto - POS!
The future needs fixing…
Paddy’s O’Granola
…and a €20,000 bank loan!
Research Report was the brief….
The Agreed Process
Step 1: Conduct a Mini Brand Audit
The Brand Union would propose anaylsing the current Paddy’s O’Granola pack to explore
the issues raised by the Bord Bia research but importantly to understand what is
happening in the breakfast and health/ sports category.
Step 2: Review your current brand positioning
Based on our findings and recommendations from step 1 we will refine the Paddy’s
O’Granola brand wheel where necessary and make a further recommendation on the
most appropriate way to translate this on pack and across all brand touchpoints.
Step 3: Concept Development
Having completed step 1 and 2 we will then develop the on pack design and visual style
for the Paddy’s O’Granola brand. Test this new design across the existing SKU and future
proof it across a selection of new product development ideas.
Step 4: Design Development
Take all the agreed direction and collated feedback from step 3 and develop the final
identity, visual language and tone of voice across the agreed product range.
Step 5: Production and Finished Artwork
Finally, produce finished digital artwork for all agreed SKUs within the range.
The End Result!
https://www.youtube.com/watch?v=-5apEgA_CEg
Loved…
Commitment
Passion
Determination
Hard work
Outcome
Better
Manage Expectations
Apply Evaluation Tools
Time
Judging Creative Work
Most agencies get so engrossed in ideas
and fall in love with them.
They often need to be directed towards
next steps.
Few agencies are creative AND
commercially minded.
This is where you play a critical role:
- keeping an open mind on the
creative spread of ideas.
- applying criteria for selection and
preference.
- giving due thought to all work
presented.
- ensuring that guidance on further
builds is good advice.
Design Tool 1 - SMILE
Single minded
Meaningful
Involving
Linked
Enjoyable
- is there a big idea?
- does it inform?
- does it reach out to our target?
- does it convey the brand?
- does it excite and appeal?
Example - SMILE
1. Single Minded
2. Meaningful
3. Involving
4. Linked with the Brand
5. Enjoyable
Design Tool 2 - Impact
1. Colour strength - what’s your
brand colour?
2. Distinct shapes - overall or within
the graphic?
3. Logo personality - ownable,
consistent and timeless.
4. Role of imagery - product or story
enhancing.
5. Supporting words - if necessary,
short and readable.
6. Signature items – authenticators.
Example - Impact
1. Colour strength
2. Distinct shapes
3. Logo personality
4. Role of imagery
5. Supporting words
6. Signature items.
Design Tool 3 - Shape and Form
1.
2.
3.
4.
Big Idea - does it support or
enhance the brand image?
Stand-out - does form,
materials
or colour make it distinctive on
shelf?
Labelling - can the structure
help us break free of category
norms?
Function - does it function and
feel
good in use?
5.
Signature - does it include
details that add excitement,
interest or quality?
Example - Shape and Form
1. Big Idea?
2. Stand-out?
3. Labelling?
4. Function?
5. Signature?
Ecoegg Re-design
April 2013
Eco Egg first thoughts…
Say less, mean more.
A bold brand marque.
Control the claims.
A colour set away from the drying line
Reason to Believe is crucial.
A more serious gadget.
You need a ‘mission’ more
than you need a Kim!
More robust cartonboard.
Waitrose not Aldi.
smart wash
smart dryer egg
natural detergent
wash pellets
faster drying
energy saving
there’s a better way
there’s a better way
Proposition 1 - the ‘Smart’ one
(tone of voice = Method – there’s a better way)
Design 2
Smart Bold
Elliptical structure but slightly
narrower.
Flat top face with fold round flanges
for strength.
Separate self adhesive euroslot for
strength and flexibility.
NO window.
Design 3
Efficacy
Strong curved profile box.
Slightly narrower than current.
Taller.
No window.
Return edges and colour coded ends
to suggest robustness and
premiumness.
Design 3
Soft Natural
Taller tapered pack offers better
face area and natural eye path.
Can be hand erected and filled from
bottom.
NO window.
Design 6
Hello World!
Profiled rectangular box as before.
Slightly narrower.
Slightly taller.
Flanges at top for strength.
No window for better branding.
A merge of ideas…
Easy to
understand
visual code
No role
Move up to
replace
‘reusable….’
Not powerful
enough
Very powerful!
definition
of
‘smoothly’?
What’s a smooth process?
ensures…
confident
professional
re-assuring
enjoyable
a great outcome
avoids…
uncomfortable
lacking direction
tension
disagreements
no outcome
all agencies major on their strengths
around creativity, process, results…
if only there was
the equivalent of
tripadvisor.com
on real agency
experiences!
the
7
most common
‘watch-outs’
when working
with design agencies!
1.
no great chemistry
from early on…
why?
avoiding it?
- not fired up by the brief.
up-front investment of time:
- needed the money.
- research.
- not as sexy or as lucrative
as other clients.
- meeting, initial briefing.
- evaluation
- lacking leadership or
senior drive.
- gut instinct.
- ‘B’ team!
- careful selection / conditions.
2.
the creative work
is disappointing or poor…
why?
avoiding it?
- the brief wasn’t clear enough.
- clearer brief - ask if it’s clear!
- different expectations.
- set expectations in brief / interim.
- ‘just don’t like it!’
- develop tools / judging techniques.
- felt recycled, random, repetitive.
- interims / grouping of ideas.
2.
the creative work
is disappointing or poor
(continued)…
why?
avoiding it?
- creative brief wasn’t clear enough.
- ask for a creative brief to reflect
your brief.
- talk didn’t match the walk.
- make demands at the outset on team
doing the work / meetings.
- felt rushed incomplete lacked
cohesion.
- keep calm, sleep on it.
- carefully set out reasons for
disappointment.
- offer an invitation to fix it.
- if they refuse, walk away.
3.
internal decision-making
creates tension…
why?
avoiding it?
- Directors have different opinions of
what ideas works, if anything!
- get them involved in the brief or
meetings, or let them critique the
work in the presence of the agency.
- overall departmental feedback
quashes enthusiasm.
- requires agreement to when
commercial constraints apply.
- key customers or markets differ in
opinions.
- get them involved via interims or
build their critique into the agencies’
expectations.
4.
consumer research rules…
why?
avoiding it?
- some clients use consumers as the
default mechanism for indecision.
- agencies prefer confident clients
over cocky consumers anytime.
- design agencies have a deep
suspicion of research and
researchers’ motives!
- avoid using groups as the key drivers
of decisions rather than guidance.
- rejected creative work means
thousands wasted, leading some
to challenge paying the fees.
- research requires a clear brief and
methodology AND should only be
carried out when you’re ready.
5.
agency head in the clouds
(and no feet on the ground).
why?
avoiding it?
- egos driven by creating objects of
beauty rather than solving business
problems.
- vital part of selection and the type of
work they deliver.
- no time or attention given to
commercial constraints.
- should have these skills so VITAL
that you keep these front of mind.
- powerful characters seen as
creative gurus, who only have time
for like-minded ‘visionaries’.
- they only turn up for important
audiences and only when the work
is good enough!!
6.
client head in the clouds!
why?
avoiding it?
- want to create the next Apple or
Coke brand!
- being aware of your personality and
passion.
- love the creative process – inside
they are frustrated designers /
inventors.
- having a disciplined agency who
have nailed down a clear brief and
are not being messed around with
constant re-works.
- free-spirit within the Marketing
Dept
and admired for their mad ideas!
- needs to be countered by
progressive get-it-done personality.
7.
money - want more!
why?
avoiding it?
- under pressure to get highest yield
per hours clocked on timesheets.
- agree flat fees linked to each phase
with allowances built in for
refinements.
- like to believe that they are
categorised alongside legal firms
on fee per hour culture.
- see above.
- often have to sub-contract
specialist services such as
illustration, lettering design,
photography.
- read small print carefully, especially
for big agencies on usage rights, and
copyright on unused design work.
The ‘ideal’ agency team…
Helps with Briefs, Creative Reviews
and Project Admin.
Listens carefully and questions
when not clear.
Says yes most times but knows
when to say no.
Understands your internal
pressures.
Exposes you to the agency team
rather than an individual.
Wants to do the very best for you
and your brand.
The ‘ideal’ client team
Ambitious for the brand before
themselves.
Describes the problem, not the
solution.
Gives encouragement and time to
do the best.
Praises the good, ignores the bad.
In a 50:50 decision, backs the
agency.
Errs on the side of generosity.
Always call you back!
Shares the lessons of failure as
well as success.