Event Recaps
Blog Home All Blogs

Digital Production: Process and Profitability

Posted By Sara Hope, Monday, May 1, 2017

Thank you for attending Digital Production: Process and Profitability. We would like to extend a big thank you to Don Lupo for a highly educational session.

We learned what it takes to make a digital project efficient and profitable, whether producing banners, a mobile app, or a website as well as the basics of the digital production process, how to estimate for projects, and why the client needs to pay for IA, UX, and QA as every agency has challenges with digital production:

 

• Account does not always know it well

• Creative does not always follow best practices

• Finance doesn’t always know how to bill for it

 

Very few people know how to make it profitable Digital production can be far more complicated than anyone anticipates, but focusing on process can make it much easier. In this class, we discussed what it takes to not only get websites and banners out the door AND how to get them done efficiently and (hopefully) profitable.

 

 

Class Benefits:

  • Overview of digital production from project start to finish
  • Perspective on how context affects how consumers use technology
  • The role of digital producers on every project
  • Proper estimating and how to make your project profitable


Key Takeaways:

  • A clearer understanding of digital production process
  • How to best utilize digital producers
  • How proper estimating can save and make money
  • Why you should fight for IA and QA when the client balks
  • How to use consumer empathy to make a better digital product

 

Powerpoint

 

 

Tags:  adU  digital production  process  professional development  profitability 

Share |
PermalinkComments (0)
 

Smart Technology: Programmatic's Promised Efficiency 101

Posted By Sara Hope, Tuesday, March 14, 2017

Thank you for attending Smart Technology: Programmatic's Promised Efficiency. We would like to extend a big thank you to Candace Tomeny, Stephen Matte, Jane Shie Sr., and Meredith Hall at The Trade Desk for a highly educational session.

 

Class Benefits

Attendees gained foundational knowledge of programmatic advertising, while developing a deeper understand of the core efficiencies of omnichannel planning and buying. From RTB to Private Buying we uncovered the 2nd price auction methodology and discussed the movement from the spot market to the forward market and all the capabilities in-between. Attendees learned theoretical and practical knowledge through a light-demo workshop for how to utilize smart technology like a DSP.

Key Takeaways

• Learn to identify where programmatic fits within your role 
• Understand the top 5 myths of programmatic 
• Learn how to leverage programmatic when planning Omnichannel campaigns 
• Understand the tools in your toolkit

 

Powerpoint

 

 

Tags:  AdU  Professional Development  Programmatic  Programmatic Smart Technology 

Share |
PermalinkComments (0)
 

AdU: Account Management 2014

Posted By Sarah Ledo, Wednesday, July 16, 2014
At the AdU: Account Managment class, members of RPA, Common and DirecTV explained what it takes to be a strong account manager. Attendees were shown real-life examples and skills to apply to their own jobs and gained a better understanding of the many opportunities of working in account management. Check out the presentation slides!


The instructors also recommend checking out the following:
BOOKS:
Built to Last & Good to Great (Jim Collins)
Made to Stick (Chip and Dan Heath)
Hey Whipple, Squeeze This (Luke Sullivan)
The Lean Startup (Eric Ries)
Power (Jeffrey Pfifer)
Ogilvy on Advertising (David Ogilvy)
Collaborate or Perish (William Bratton & Zachary Tumin)
Drive & A Whole New Mind (Daniel Pink)
Blue Ocean Strategy (W. Chan Kim)
Why We Buy (Paco Underhill)
The Tipping Point & David and Goliath (Malcolm Gladwell)
 
AND SOME NOT BOOKS:
Top 10 TED TALKS (or all of them)
Energyproduction.com
Ad Week/Ad Age
This Advertising Life Tumblr (trust us)

Thank you RPA for hosting the event and to our instructors:
Lisa Tanner, Vice President, Account Director, RPA
Romy Flint, Senior Director, Common
Kaleen Ogden, Associate Planning Director, RPA
Margaret Mason, Director of Marketing, DirecTV

 

Tags:  Account Management  AdU  Professional Development 

Share |
PermalinkComments (0)
 

AdU: Creative 2014

Posted By Administration, Wednesday, May 21, 2014

On May 20th, Jordan Atlas, SVP, ECD at Ignited, showed us how important it is to create breakthrough work. We learned that “creative is not everyone’s job; It’s everyone’s responsibility.” The idea is not a product shot, cute kittens or celebrities. The idea embodies a lifestyle. It’s fresh, memorable and breaks through the clutter.

View Photos

Presentation Slides
Jordan Atlas - Creation & Ideation

Thank you to Jordan Atlas for leading the class, and to Ignited for hosting us.

Tags:  AdU  Creative  Professional Development 

Share |
PermalinkComments (0)
 

AdU: Media Planning 2014

Posted By thinkLA Aficionado, Wednesday, April 30, 2014

4 key takeaways from AdU: Media Planning

At ThinkLA's AdU: Media Planning course at OMD's office in Los Angeles, California, four leaders from the OMD team shared their insights in the media planning and buying space. There is always more to be learned in this space, and the students listened in on four presentations, all with important takeaways for media planners and other marketing professionals alike.


Analytics must be planned in advance


"Analytics should not be an afterthought," Kemble Fletcher, associate director, analytics, emphasized to students. Metrics should be established up front with the client, in accordance with measurable goals. Fletcher also remarked on the humungous volume of data in the world today. (1,200 exabytes, to be exact!) Fletcher then highlighted an important distinction. There are two main approaches to measuring people, and it is important to remember the difference. While demographics refer to quantifiable stats like age and sex, psychographics are more about attitudes and values, for example, people who like dogs or particular breeds of dogs.


Ask these questions when developing a mobile strategy


According to Mobile Manager Laura Schneider, these are the three most important questions to ask about mobile:

  • How can I target my audience through mobile?
  • How does this fit into my plan strategically?
  • What unique value can mobile bring to the campaign?

Schneider also emphasized that when considering the time spent with the medium, mobile spend still isn't where it should be. Granted, it is still a complicated space. Schneider broke it down for students, explaining that there are four avenues to buying media on mobile: apps, premium, ad networks, and audiences. And when it comes to ad formats, Schneider claims native ads, short-form video, rich media, and interstitial ads are a better investment than static banners or long-form video.


Keep your eye on these consumer trends


Kristin Hogan, senior strategist at OMD, presented next, highlighting four major trends to capitalize on. Look no further than successful recent campaigns, and you are sure to recognize these key factors.

  • Instant gratification
  • Always-on and mobile
  • Experience-focused
  • New visual vernacular

Today's consumers, especially the youngest generations, have limited patience, want to be in constant contact, prefer experiences over tangible possessions, and speak a language driven by images.


Understand the value of paid search


Senior Strategist Jennie Antonakis, the last to instruct the class, gave a detailed overview of why search matters, as well as how it works. Search, many argue, is the most important channel because it leverages consumers who are already interested. Not only that, but search is at the center of the consumer's online journey. Paid search ads (SEM) are served as a result of a real-time auction, where you bid on certain keywords (for example, "jeans" for Levi's). A student asked: Why pay for SEM in cases where the brand already shows up organically (SEO)? Antonakis says it's because your brand will take up more real estate on the page, which means more clicks. Plus, you only pay for SEM when someone actually clicks through. SEM targeting is one of the most important considerations, so be sure to take into account dayparting, device, geo-targeting, retargeting, and language.


Recap by Chloe Della Costa iMedia Connection

Presentation Slides
Jennie Antonakis - Search Engine Marketing (SEM)
Kristin Hogan - Strategy
Kemble Fletcher - Analytics
Laura Schneider - #BORNMobile
Thank you to our instructors:

Kemble Fletcher, Associate Director, Analytics
Laura Schneider, Mobile Manager
Kristin Hogan, Senior Strategist
Jennie Antonakis, Senior Strategist



Tags:  AdU  Media Planning  Professional Development 

Share |
PermalinkComments (0)
 

AdU: Account Planning 2014

Posted By thinkLA Aficionado, Thursday, April 17, 2014
Updated: Monday, April 21, 2014

Coherence and Mess, Insights and Noise: The Role for Strategy in a Converged World

What do a sausage, salad dressing, shopping cart and a giant box have in common? They are all life lessons that led the talented team at TBWA/ChiatDay to become strategists in account planning. And those four seemingly random objects fit in perfectly with the theme "Coherence and Mess, Insights and Noise," part of ThinkLA's AdU educational series.

Nick Barham, Chief Strategy Officer, led us on a rollicking overview of what a strategist does. Hint: There is not a linear way of mapping this job. His journey started with the British version of a Slim Jim called "Perperami" where Barham had the realization that memorable advertising can become a part of pop culture.

The key elements of a strategist's job are relationships and storytelling. Consider the pairings of Business & Creativity with Brands & Culture. A super creative idea still has to address business goals. A strategist needs to understand how the brand fits into a global culture. Without a story the consumer can relate to, the brand is just an object. Best skills to have for this job? Barham says challenge familiarity, tell a great story and make strange connections. "Bring people and their worlds to life. Create the world they want to live in. Who are their role models?" He cited this Paralympics "Meet the Superhumans" clip as an example of seeing things differently.

Larry Lac, Director of SMARTS Lab, described his journey that included close encounters with Donald Trump and his one-time only claim to ESPN "I know I can make a viral video." Luckily, he was right and Alexander Ovechkin's Russian Shooting Accuracy Challenge got over two million hits and features the best use of Russian salad dressing ever Another great use of salad dressing came in Lac's work with Kraft and Bravo and "The Zesty Guy" Lac credits team collaboration, "Advertising uses everyone's unique talent. When you put it all together with courage you can make really cool things."

Jennifer Costello, Sr. Planner, was told, "Sweetie, you don't belong here" and ushered to the strategic planning department. Her three keys to success: Be a cultural arbiter, you need to know everything that's happening; Be a Method Actor, take a long walk in your audience's shoes; Be a maker, show proof of your concept. Costello spent two weeks living with Walmart shoppers to understand their behaviors and helped craft the successful "Every cart tells a story" campaign.

Planning Director/Digital Strategist Kyle Luhr said if creatives are known as frustrated artists, then strategists are frustrated entrepreneurs. He asks, "How do we use digital to hack the planning process?" The flexibility of digital allows you to see if something is working or not and adjust accordingly. To prove how the space between learning about something and buying it is shrinking, Luhr was involved in the Nissan Versa campaign, the first car sold on Amazon featuring a giant box that went viral with an assist from Reddit.

When in doubt, any argument you need to make for or against strategy can be found in an episode of Breaking Bad, which Barham calls a "Get out of jail free card for strategy."


Recap by Lynne Gullo (@pinkypulse) pinkyonthepulse.com


Photos

Automotive Breakfast 2014 Photos

Video

Presentation Slides

Thank you to our instructors:

Nick Barham, Chief Strategy Officer, TBWA\Chiat\Day
Jennifer Costello,
Sr. Planner, TBWA\Chiat\Day
Kyle Luhr,
Planning Director, TBWA\Chiat\Day
Larry Lac, Director, SMARTSLab

Tags:  Account Planning  AdU  Professional Development 

Share |
Permalink
 

Not A Member?Join now

310.876.0650
3535 Hayden Ave. Suite 300
Culver City, CA 90232