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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 

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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 

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AdU: Account Management 2017

Posted By Sara Hope, Friday, March 3, 2017

Top Takeaways from ThinkLA’s Fourth Edition of AdU: Account Management

Jake Hay, Account Executive, PopShorts

 

“Being passionate about your job, and recognizing the basic skills you need to do your job are just that; the basic skills. You have to really dig down deep inside yourself. That’s where you will find the best you, you can be.” - Lisa Tanner, VP Account Director at RPA.

“It is important to be someone that can provide value. Don’t just see it at taking orders and planning meetings. You need to know the project, your client and your agency. That’s how you provide value.” - Kelly Carroll, VP Account Director at MullenLowe.

 

After a year in remission, ThinkLA revisited one of their most popular sessions, AdU: Account Management. This one-night class was meant to inspire, educate and connect members of the Think LA community interested in bettering their skills and understanding of account management. Hosted at RPA with a near capacity turnout, Lisa Tanner, VP account director at RPA, did a great job at keeping the session educational while maintaining a very relaxed environment while teaching “How to be Successful”, while Kelly Carroll, VP account director at MullenLowe taught “The Project Starting Line”.

This event was invaluable for any entry-mid level account manager, and I highly suggest attending next year’s event. Until then though, enjoy my top takeaways and learnings.

 

HOW TO BE SUCCESSFUL

 

What does it take?

·      You have to be proactive, prepared, dependable and organized.

o   Always have a plan, a back-up plan and a back-up back-up plan

Go from good to great!

·      Don’t compare yourself to others.

o   You are awesome, other people are also awesome and that’s an awesome thing.

·      Having a mentor is a must.

o   A mentor is your personal cheerleader. Someone who keeps you motivated & focused while providing a judgement free source to ask questions and learn.

§  If you don’t currently have a mentor, ThinkLA just launched a mentorship program! Details can be found here: http://www.Thinkla.org/mpage/MentorshipProgram

I don’t know, but I’ll find out.

·      Don’t answer if you don’t know the answer.

o   Owning up to not knowing gives you the opportunity to learn more and the honesty builds the trust of those around you.

There is no such thing as multitasking.

·      Focus on the task at hand.

o   Expectations are high, but you need to be realistic with your ability to get things done.

o   Prioritize and maximize effectiveness.

Don’t forget the business.

·      It’s easy to get caught up in the seemingly infinite number of tasks you have at any one time. No matter what you’re working on, never forget the end goal is to drive business for your client.

 

THE PROJECT STARTING LINE

 

Starting line:

·      Know your client.

o   Before you start, understand the industry and how you will define success.

·      Agree to a strategy, budget, and timeline with your client.

o   An open and well-defined line of communication is crucial for both the client and the agency to understand the process and eliminate surprises along the way.

·      Take things head on.

o   Don’t wait until after the project is over to bring up errors in product or budgeting. Tackle them right as they happen and negate some of the possible negative repercussions.

Aiming for the home stretch.

·      No detail is too small.

o   Once you’ve gone over everything, go over it again. Once you’ve gone over it twice, take out the magnifying glass and hit it a third time.

o   Small errors can turn into big mistakes if you’re not careful.

·      Write client recaps early and often.

o   This allows you to share notes with the other teams involved and ensure that you are all on the same page.

o   Make a checklist out of the client recaps to better follow through with client feedback.

Crossing the finish line.

·      Lead your presentation like a good book.

o   Have a defined beginning, middle and end.

·      Know what to fight for and when to back off.

o   There are times when you are allowed to disagree with the client. Be sure to educate, not argue and navigate this process carefully.

·      Follow-up, follow-up, follow-up

o   If this one doesn’t explain itself, I’d recommend getting your ticket now for the next AdU Account Management



Thanks to all of you who attended, and we look forward to seeing you again soon!

Powerpoint

 

 

Tags:  Account Management  Advertising  LA Advertising  Professional Development  success  ThinkLA 

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The Future of Leadership

Posted By Sara Hope, Wednesday, October 26, 2016

Leadership in the future requires much more than operating skills, technical understanding or financial expertise. While functional skills make you a more efficient manager, they don't necessarily make you a better leader.

Thank you to Nina Amjadi, Director of Tailored Learning, at Hyper Island Interactive for helping attendees to gain insights about future trends, events, and factors that shape the expectations of a leader including defining our personal leadership purpose and style.

 

We mastered the following:

• Conflict resolution
• Active listening
• How to lead diverse personalities, cultures, generations, and work styles
• Building trust and influence with others

Thanks to all of you who attended, and we look forward to seeing you again soon!

Check out the Future of Leadership Powerpoint to learn more.

Powerpoint


Photos

 

Tags:  Active Listening  Conflict Resolution  Education  Future of Leadership  Leadership Skills  Professional Development 

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A Brief Look Info Mindfulness with ThinkLA

Posted By Sara Hope, Tuesday, September 27, 2016

Research shows us that there are mental and physiological perks to mindfulness and meditation. People who practice mindfulness might actually sport a little more grey matter (which is a good thing) than their peers who shy away from trying. Mindfulness can improve our creativity, build skills needed for peak performance and dynamic leadership, and even help us sleep better. Who couldn't use that?

On Sept 7, ThinkLA hosted their third Mindfulness workshop at Team One with InsightLA instructor, Allen Weiss. Watch our video recap to learn more about the benefits of everyday mindful practice.





Tags:  Allen Weiss Ph.D  Being Present  Insight LA  Meditation  Meditation Workshop  Mindfulness  Professional Development  thinkLA 

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Build Your Personal Brand: Leadership Tools For Women - Recap

Posted By Sara H. Smith, Friday, February 26, 2016
Our first class geared specifically to women was a sellout. Women from a diverse group of companies and at different stages in their careers dove into the five aspects of their personal brand: appearance, associations, reputation, talent and skills, and voice. Chelsea, our instructor, challenged women to think more specifically about these aspects - how to build them, own them and love them.
Photos

Event Photos
 

Download the Deck HERE.


Tags:  Leadership Tools  Personal Brand  Professional Development  thinkLA Women 

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AdU: Digital Production 101 2015

Posted By thinkLA, Wednesday, September 30, 2015
Updated: Wednesday, September 30, 2015

On Wednesday, September 29, we heard from the extraordinary head of digital production at Dailey – Don Lupo. He not only explained the basics of the digital production process, he dove into these key aspects:

  • what current consumers are expecting when they interact with digital products;
  • how to estimate and bill projects properly for increased profitability;
  • the details and pro tips for creating and following a successful digital production process.

A full house of account producers, creatives, and other agency staff were energized and enthusiastic about what they heard and its relevance.

Presentation Slides

 

Thank you to our instructor, Don Lupo, and Dailey for hosting us.  

Tags:  Professional Development 

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Presentation Skills Boot Camp Takeaways

Posted By thinkLA, Wednesday, May 27, 2015

Over the course of four evenings in May, we held our bi-annual Presentation Skills Boot Camp at Team One in Playa Vista. Participants got a chance to practice and fine tune their pitching and public speaking skills in front of their industry peers. Here were some of the key takeaways:

  • Overview of speaking styles
  • The importance of presentation preparation and rehearsal
  • The importance of body language and eye contact
  • The art of storytelling
  • The difference between solo & ensemble presentations
  • How to use PowerPoint effectively and not as a distraction

 

Presentation Slides

 

Thank you to our instructor, Michael Weiss, and to Team One for hosting us.

 

Tags:  Presentation skills  Presenting  Professional Development  Storytelling 

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AdU Grad: Legal

Posted By Administration, Saturday, April 25, 2015
Updated: Thursday, April 23, 2015

On April 21st, we discussed celebrity endorsements, advertising in social media, clearance issues, use of user generated content, music and advertising. We learned when launching a social campaign, to anticipate the likely consumer reaction, as well as the negative consumer reaction.

 

A few key takeaways:

• Be sensitive to social and political issues

• Clear all hashtags and twitter handles before you start using them

• If you make a mistake, consider a prompt apology!

 

 

We also learned about examples of negative guerrila marketing: always check for permitting requirements! For example, LED placards in shape of Aqua teen Hunger force characters were hidden all around Boston shortly after the Boston bombing.

 

Presentations

 

 

Thank you to our instructors, Kathyleen O'Brien, Dominique Pietz, and Todd Mumford.

 

Tags:  Education  Law  Professional Development 

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Are you awake? Here are the highlights from our Intro to Mindfulness workshop!

Posted By Administration, Wednesday, December 3, 2014

On 12/2, over 60 people attended our very first workshop on mindfulness at Ignited USA in El Segundo. The workshop was led by Allen Weiss Ph.D., InsightLA instructor, business professor at USC, and co-chair of Mindfulness USC, and we learned how mindfulness can help clear away internal clutter and nurture your passions. We focused on four particular areas - mindfulness of emotions, mindfulness of thinking, mindful listening and cultivating kindness. The feedback that we received from everyone in attendance was incredible. Take a look at the presentation slides, and stay tuned for more workshops of this kind in the future! 

 

Photos

Presentation Slides

Thank you to our instructor, Allen Weiss.

 

Tags:  Mindfulness  Professional Development 

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