HYPE Workshop about Workshops DDB Brussels Nov 29 th 2011 John Griffiths Creative Director Spring Research
Jan 20, 2015
HYPE Workshop about Workshops
DDB Brussels Nov 29th 2011
John GriffithsCreative DirectorSpring Research
What difference does a good workshop make?
What stops our workshops being better?
Breakout exercise 1 – Taking precautions
Your task is to look at different themes around contraception
Circumstances/times of day Environments Mindsets
Establish the principles – and connection points – put on postits then we will do the stealing exercise
You grade with a question mark(what?) a lightning strike (great!) or a thief mask (good enough to steal!)
What issues will you use workshops to solve?
1. Articulating or changing a brand’s personality and vision
2. Reviewing next year’s marketing/communication plan3. Imagine new product or line extensions for a brand 4. Getting out of a stuck place (creative/channel) 5. Coming up with a name/new product 6. Workshopping with a prospective client7. Co-creating with clients and customers
Brand Gym Positioning Toolwww.brandgym.com
2. Brand Idea
1. Insight
3. SausageBenefits and truths
4. SizzlePersonality
5. Action
www.brandgym.com
Adam Morgan – the wrap map
Source: The Pirate Inside Adam Morgan
Brand screenplays: The hero’s journey model
Act 1 Act 2 Act 3
the
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Test
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lies
and
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The
road
bac
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Climax
Rew
ard
(sei
zing
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sw
ord)
Ord
eal
Crisis
App
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ost ca
ve
the
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y w
orld
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usal
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Res
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ith the
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Christopher Vogler The writer’s journey
How is it done?
Genre The lead character Cast Plot objective Conflict Character
development Tell stories – don’t think marketing
Try it with a single movie scene
Know the character of your protagonist Choose a genre Choose a cast list Choose a scene objective Brainstorm a storyline which involves
the whole cast eg James Bond walks into a bar – 3 women
come across to talk to him. Which one leaves a lasting impression on him and why?
Brand tarot: John Grant
Chemistry table of innovation ideas turned into a card set
Remove the ideas that are already being used in your market category.
Work with the rest
Brand ideas: Getting into the zone
Category
Brand
Cu
ltu
reA
ud
ien
ce
Inherentlyinteresting& long term
Too vague
Too broad – eg emotional platform
A line not an idea
An Ad idea masqueradingas a brand idea
Too niche
Clear Generative
Rootedin brand& product
Reframesthe competition
Jim Taylor
Values Haiku
The values haiku – this is a special form of poem which puts into words the activity of the company in the following way. It has 5 lines
Line 1: one word: a noun which is the title of the subject
Line 2: three words: adjectives which describe the subject
Line 3: two words: multi-syllabic adverbs which describe the verb in line 4.
Line 4: one word: a verb which describes the subject in line 1
Line 5: one word: another noun.
Spiderinvisible, determined, subtleceaselessly, relentlesslyimposesorder
Business development workshops
What is the most unusual thing you have bought with a credit card? - extending usage into new areas
Make a sculpture of the organisation - so we can use it to explain the communication problems
If your NGO was like McDonalds (or Unesco) what would it do better? What would be left out?
How do we make sure success doesn’t make our customers unhappy – because they can never get hold of our hit products? – logistics and rapid growth
Co-creation is..
When clients and customers collaborate to create new ideas and products
Intermediaries may get involved but the market conversation is between the 2 main parties
The mind of the market
“A market is a dialogue between the conscious and unconscious perceptions of those marketing products and those consuming them”
consumersmarketers
Unconscious processes
Conscious processes
Source: Gerald Zaltman: How Customers think
Breakout exercise 2 – talking up Brussels
What is your favourite place in Brussels? How can we attract
students/businesses/new residents? – what makes your location so good – what could we do to help make a connection?
Left brain right brain exercise
Left brain right brain exercisehow to do insights without
Who are theyWhat do they want?
What is going to Attract their interest?
Questionnaireresults
Think of thingsthe brand could
do for them
Location Find creative spaces Neutral space Arrange Rearrange
Manage time
Hunt for creativity
Stimulators – think of ideas Sculptors – build them up Spotters – make connections Selectors – can see the pros and cons Supporters – create collaboration
http://www.wearecreativecreatures.com
There is more than one kind of creativity Hanne Kristiansen
Arrange the people
I tell themwhere to sitin my meetings
Focus Question
What difference does a good outcome make?
Discussion question What is preventing us from achieving
that outcome?
Ground Rules which either the facilitator (or the project sponsor) enforces
Don’t get personal Take turns to speak Don’t interrupt Don’t talk for longer than 60 seconds
Ensure that the main points are captured on a flipchart – appoint a note taker(not the facilitator)
Break up existing partnerships and make new ones
Give them a break – ice cream, music.. Whatever
Mobiles and email are a no no. NO NO NO NO
Your participants’ attention is precious – their availability to outsiders is disastrous
Manage energy levels
at all times
they fluctuate
Rules of group dynamics
1. Form2. Storm3. Norm4. Perform5. Mourn
..then form again. This happens with every group. It happens with every new activity or topic. Don’t fight it – watch for it and use it!
Create flow Ideation is like comedy improvisation –
the better the flow the better the ideas Make offers Accept offers – it creates energy Build on an offer – it increases energy Don’t block an offer – it creates anxiety and
destroys energy
Yes and..the traffic jams the
city in rush hour
I love Brussels
Yes and..it shows how
many drivers love Brussels
too
Style of moderation
You are responsible for the inputs ..
Not the content that emerges
How come the demand for workshops is as great as ever when so many are terrible?
Flying unstable – companies DON’T
How do we get companies to change?
Which is a major reason why so many workshop outputs go nowhere
Expect assassins – and deal with them
Don’t just generate ideas – grade and refine!
Divergence Convergence
Grade ideas and amplify them -
There’s nothing negative about that
Expect failure.. and work to avoid it
Actions Owners Deadlines Sponsors
Think about organisational defences
And how to work around them!
When this workshop makes a real change how will you know that it has happened?
Next steps
Something I’m going to stop doing.
Something big I’m going to do differently
Something simple I’m going to change
How will I know when it’s working?
Good luck!! You can make it better.
@johngriffiths7
Blog furtherandfaster
www.planningaboveandbeyond.com
Spring Research