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JoEllen Zumberge: 

JoEllen Zumberge Deputy Managing Director Manning Selvage & Lee

It’s all about attitude: 

It’s all about attitude

Integrated communication: 

Integrated communication We call it co-creation™ The consistent expression, over time, of a brand’s values, positioning and message Leveraging all forms of communication To all the brand’s stakeholders

Integration is co-created...: 

Integration is co-created... It’s not an advertising campaign rolled out to other disciplines It’s not just a consistent look. It’s a consistent idea running through all disciplines

Principles of co-creation™: 

Principles of co-creation™ a “Big Idea” co-created by a cross-discipline “Loop Team”

What is a big idea?: 

What is a big idea? Mind sex Conception of an abstract or generic idea generalised from particular instances That’s why consenting adults are key

The Loop Team: 

The Loop Team

The right attitude is essential: 

The right attitude is essential The team must be: Proud but not have too much pride Focussed but not blinkered Critical but not judgemental Experts, but great team players as well

How to find the right consenting adults: 

How to find the right consenting adults The more senior the better Discipline expertise a given You might think you’re a new expert – but you’re not! Always all eyes on the same brass ring

How the Loop Team create the big idea: 

How the Loop Team create the big idea Take the brief together Without prejudice Respect each other Existing client relationships Professional expertise Agree insights and over-arching strategy and creative together – to get to the Big Idea The Big Idea must be owned by all Loop Team members

Getting the client to buy the Big Idea: 

Getting the client to buy the Big Idea We present as one united front Stronger evidence of the right strategy - when it works for all disciplines Synergies arise from collegial and collaborative discussion We all bring our own professional discipline’s point of view But the end product is holistic

Why it’s good for the client: 

Why it’s good for the client Brand focused Single-minded More consistent message More impact More cost-effective More “creative” output Flexibility to leverage all communications opportunities Involves all stakeholders (including Product design, Retail, Marketing, etc)

Most important: 

Most important The client has to Want it Demand it Or it just won’t happen

The “Big Idea” in practice: 

The “Big Idea” in practice

Identity Prism - Expressives: 

Identity Prism - Expressives kettle/toaster/coffeemaker glass shows process but hides technology balanced paradoxical confident magic but honest exciting but reserved daring individual ambitious confident trend-setting arrogant centre of attention transient shared magic total experience enjoyment self-confirming visionary imaginative seductive human cosmopolitan innovative quality functional distinct confronting entrancing opinionated avant garde determined expressive in control driven creative extravert status

The Big Idea for Glass: 

The Big Idea for Glass

Marcom architecture: 

Marcom architecture Presence and Information on POS & Internet Year 1 Public Relations Launch Events PR: trade & trade press Year 2 BTL & Coop PR Promo ATL Specialist Press Editorial/Ads Mass Lifestyle Press Ads & Outdoor

The copy platform: 

The copy platform

Slide20: 

Copy Voice for Glass by Philips

Slide21: 

The purpose of this guide is to enable multiple teams of writers to maintain a consistent style and tone in all creative materials, including: Public relations (press releases, fact sheets, backgrounders, pitch letters, press kit folders, photo captions) Collateral (brochures, leaflets, booklets) Point of sale Advertising Promotion New media Introduction

Slide22: 

Contents Physical What we say Personality How we say it Relationship Bonds we share Lexicon of words, phrases Do’s and don’ts

Slide23: 

Physical What we say Innovation –why we created Lucid – the design challenge to overcome, the progression from ‘Culinary Art’; can use technical terms but only as support, not as ‘the thing’. Humanised technology. Quality – talk about the glass we used and how we got there Function – no ‘gadget-speak’ but straightforward / relate benefits Distinct –about the architectural design of the products - ‘mini monuments’; comparisons to buildings or other design architecture, where possible, to demonstrate /prove Lucid’s place in the architectural world

Slide24: 

Personality How we say it - Visual Fascination Paradoxical – best demonstrated by the toaster: who would have thought glass and toaster could mix? Confident –simple honesty, understated, no ‘shouting’ or ‘boasting’ Magic but honest – the toaster itself ‘seems’ to be magic, but in fact it is literally transparent; glass itself is ‘honest’ therefore, honesty in speech is key = no hype Exciting but reserved – this is also a tone of voice best demonstrated through the designers Confronting = straightforward Entrancing = charming but honest spokespeople (= designers) Opinionated (no dictating, but we have a point of view = designers)

Slide25: 

Create the relationship Use shared bonds Shared magic – the transparency of the magic: show the process, talk about the technology but don’t dwell on it, become engaged in the process Total experience – visual fascination linked with functionality and transparency Enjoyment – literally the enjoyment the designers had in bringing the concept to fruition and the enjoyment it brings to the consumer Self-confirming = Sense of discovery by both sides (designer and Expressive), mystery unravelled

Slide26: 

Lexicon of Phrases Appropriate architectural terms include: mini monuments, elegant but solid Glass used in the range: 4mm thick, made by Arc Industries in France Glass is ‘perfect imperfect’ - hand crafted, always unique Words that imbue quality without saying ‘quality’ – prove, demonstrate, display (Quality) excellence, superior, class, value, worth, high-end For example: ‘The class of materials was chosen for its . . .’ For example: ‘There is a value that is put on the use of natural materials such as glass’ (Exciting) stimulating, inspiring, thought-provoking, fuel; but not incite, arouse, electrifying, gripping, or awesome (overstatements)

Slide27: 

...Other Glass Phrases Glass Toaster - puts you in control, in control of technology not it controlling us engage with food beauty that is transparent function is the beauty glass is live - not a man-made product making new connections nothing to hide

Slide28: 

Do’s and don’ts DO Emphasise design language – architectural – use terminology from the designers themselves. DO Talk technical aspects of making it work, but don’t need to dwell on it unless it’s an interesting story DO Consider non-traditional photo settings for the range (e.g. not in the kitchen but in design museum, or other unusual or ‘paradoxical’ settings for photography) DO Demonstrate Exclusivity DO Safety Issue DON’T dwell on benefits (with the toaster, it speaks for itself – there are only two rational ones: you can see your bread toast so there’s no more ‘black box’ of wondering if it’s done right; and you can keep it clean very easily by putting it in the dishwasher) DON’T tell them you know what they want; we are not them, but we are creative and innovative and we design creative and innovative things they like – allow them to discover it themselves DON’T use the word gadget EVER

Slide29: 

Thank you Questions?