A tragic loss this week with the passing of Stan Lee. I’ve spent a fair amount of time this week reflecting on what a powerful influence he has had on my life. Of course, there are eulogies and countless other sources of praise for him elsewhere on the web, but HBR’s What Stan Lee Knew About Managing Creative People really struck home with me, because I manage creative folks in a similar manner. God bless you Mr Lieber.
Conceived in the 1960s, the creative brief aims to save time and establish complete alignment between client services, creative teams, media, and the client itself. Essentially, creative briefs detail the campaign objectives, target audience, critical messaging, reasons to believe, and deliverables. It’s easy to see how the standard creative brief, still widely used today, is built to inspire creative advertising, not creative business solutions.
Apparently, The Drum agrees with my thoughts on a more collaborative approach to briefs.
Why Business Design is the Most Important Skill of the Future
The times of pure Design Thinking are over: Certainly, the last years have seen the rise of Design Thinking and similar processes (most lately design sprints) that help entrepreneurs and managers to create more user-centered products and services. They are great tools to spawn desirability in customers. Nevertheless, they often fall short in creating a sustainable business model. Business Design is the remedy to this problem.
Advertising: The Rise of The Internet Class
… our industry is starting to have its own internet class. Now, I know, advertising has always been full of hustlers. But, the hustle, for creatives at least, has always been about trying to make things. The hustle, was the way, never the end goal.
Five Ways to Improve Communication in Virtual Teams
As collaborative technologies proliferate, it is tempting to assume that more sophisticated tools will engender more effective virtual communication. However, our study of globally dispersed teams in a major multinational organization revealed that performance depends on how people use these technologies, not on the technologies themselves.