Posts Tagged ‘creativity’

how to give creative feedback

April 15, 2013

“Not only were all of your ideas lame, but you know I hate the color pink!”

So began role-playing for our creative feedback workshop. Yes, this was the “bad” example.

Food Network’s marketing team wanted to hone their communication skills. So there we were, two groups of thirty marketing and creative folks, crowded near the crackling fireplace at the Maritime Hotel, role playing, creative briefing, and — between laughs over lukewarm coffee and cold danish — applying a new process for creative feedback.

dsc_1147

We call it CRAFT.

C   Criteria

R   respect

A   actionable

F   focus

T    truth + tact

As one person put it at the end of the day, “The team at Tooth and Nail brought together our creative and strategy teams.  Their leadership, encouragement and guidance provided us with the tools to continue to produce great creative work.”

Giving feedback is as much an art as writing and designing.

What’s your favorite feedback story?

Bare your assets

July 6, 2011
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The room was buzzing at our Promax session in New York.
Were we in the buff? Nah.
We were stripping spots down to their bare essentials:
Message, Ideas, and Words.
The pictures were just a tease.
Click the bra to see what we showed.
Give it time to load. Chock full of fun spots!

Write with 3 Balls

June 28, 2010

This year the Promax/BDA conference in LA brought in great speakers from around the world and smashed last year’s attendance numbers. We felt honored to be included.

We had a blast presenting “Write with 3 Balls” to the audience of marketing executives, and they returned the feeling. Loved seeing that SRO crowd. As promised, here’s what we showed. Enjoy and please let us know what you think!

[The presentation is packed with good stuff and videos–please give it a few moments to load up.]

Promax Presentation

Add New Post ‹ sharpen your tools — WordPress, posted with vodpod

good morning, sunshine

March 15, 2010

We love spring.  Crocuses nosing up from the earth. Sunshine spilling onto the sidewalk when you leave work.

But up in Inuvik, the Canadian Artic, sunshine has an even greater power. For sixty-six days of winter, they’re encased in darkness. Which makes this documentary style spot, from Tropicana Canada, so charming. And their message about brighter mornings so meaningful.

Find a story. Or make a new story that meshes with your brand. Tell it honestly. You invite people to experience your message, instead of bracing themselves for your sell.

What story is waiting for you?

our favorite un-app

December 2, 2009

We love how, when everyone’s going in one direction, someone chooses to head in the other.

Like this spot for the Florida Keys. Simple. Memorable.

What’s your favorite twist?

live it out

November 25, 2009

Whether you’re talking business or personal style, standing out takes balls. And the ballsiest person I know is 88 year old Iris Apfel. Iris is outrageous, down to earth, and can count herself among the ranks of art geniuses.

Her medium?  Clothes.

Don’t laugh. Art museums around the country are showing her work, including NY’s Met and the Peabody Essex Museum. Last month we promoted her extraordinary exhibit on radio.

Now, meet Iris…

“Live it out!” Iris tells us. It’s true in life as well as business. The first question to ask is: Do you have the guts to be truly distinctive? All it takes is some balls and maybe a boa.

a fitting experience

November 19, 2009

The movie Amelia starring Hillary Swank opened to mixed reviews this month. However, that didn’t stop the NYC discount retail chain Daffy’s from turning it into a hit.

Before the screening of the film at the Ziegfeld Theater in Midtown Manhattan, a music video became the genesis of an experiential ad for the retailer.

Dancers on the screen were upstaged by dancers on the stage as all the performers acted out how shoppers try on clothes in “Fitting Dance”.

Find your fans and create an experience that delights them. Zappos does it with customer service, Daffy surprised the Ziegfeld crowd and T-mobile rocked a crowded train station.

Ask yourself how your brand can bring joy to your customers, then ask your customers for their business.

We’d love to know what groups you’ve been thrilled with and why. Is there an agency, a freelancer or a consultant that over delivers and is rewarded with your loyalty?  Do tell.

M

our favorite ‘lil spot this week

November 10, 2009

Eye_wt

Life these days is all about first impressions; 5-10 seconds and you’re summed up. That’s what the researchers, psychologists, and HR directors across the country will tell you. Everyone does it – we can’t help ourselves.

Our fave spot this week suggests things aren’t always as they appear.

uncorking ideas

October 15, 2009

It’s spring in Johannesburg and if that’s not enough to put a smile on my face, new friends and fantastic wine does.

Preparing another session of Write With Balls, this time for Promax/BDA Africa and I turn on the TV. What’s on in the southern hemisphere? Plenty of channels and a familiar line-up; Discovery, Nat Geo, Cartoon, and CNN. But I watch for the ads.

So, how does Coke talk to its customers? With music of course. There’s a detergent for doing laundry in a bucket vs a washing machine.

Plus ads for a very special kind of bra. Well, not exactly a bra — something you wear over a bra. These print ads show you what you need to know.

push_up_bra

push_up_store

More from Jo-burg in a day or two. In the meantime do you ever turn the TV on when you travel, if so what do you like? I once saw a game show in Italy that was over the top. You?

SouthAfrica

your happy spot

August 25, 2009

balloons

Is that optimism I smell in the air?

Here’s a little happiness from Passat. And if the singing doesn’t lift your mood, look for the smiling sheep near the end.

What do you think–is the tide turning?