Echoing the brief 013113
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Ellen Ratchye-Foster offers short consulting engagements called "Echoing the Brief" to help agencies and companies ensure their creative work is grounded in the client's brief. During a typical 2-3 day engagement, she works with strategic and creative teams to explore a brief more deeply by conducting research, discussing early ideas to provide new perspectives, and producing a final report summarizing themes and topics. The goal is to cultivate relevant and impactful work by clarifying, amplifying and building upon the client's initial objectives.
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This document outlines a training program on design thinking techniques. It includes 4 modules that cover customer experience, sales, innovation, and creativity. The document then provides details on each stage of the design thinking process, including empathize, define, ideate, prototype, and test. It emphasizes the importance of understanding user needs and testing solutions. Contact information is also provided for the training program facilitator.Why Teachers Assign Presentations to Students: Exploring Educational Benefits...
Why Teachers Assign Presentations to Students: Exploring Educational Benefits...National Textile University
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Echoing the brief 013113
- 1. Echoing the Brief Product overview February 1st, 2013 Ellen Ratchye-Foster Burning Glass Consulting LLC
- 3. After the briefing and before the presentations there is a singular period of time filled with murky, frustrating and brilliant moments. For creatives, its when the left brain releases the right brain to travel around the dark side of the moon. Its when the first ideas materialize. SCENARIO
- 4. Work defines agencies. Often it comes out of short, inspiring sessions where a cross-functional team puts budding ideas on a wall to challenge, reframe and grow them. Sometimes its really hard to overcome the day-to-day demands and make time for the right people to focus. It can be a little bit easier to make it happen on a pitch, but what about for a regular client? A new assignment? A bigger brief? A new CMO? A first assignment? WHY
- 5. Once the walls are covered its time to refer back to the brief for guidance. This is the moment when thoughtful, focused, external input can be very helpful in evolving the work. This is a key moment emerging from my work as a trend consultant and freelance account planner. DISCOVERY
- 6. I offer short, sharp engagements to ensure focus, collaboration & ultimately work thats grounded in the brief every time for every client. I call it Echoing the Brief, an analogy to the way we use sound waves to gather intelligence about a moving, often invisible target. SOLUTION
- 7. The richer, more focused the creative environment, the better the work. Mostly we can immediately see the strategy in the new ideas, but there are always unforeseen implications of the brief. Creatives always make new discoveries, need clarifications, want different kinds of examples, etc. There is always an opportunity to build on common themes and make new connections to whats going on in the broader culture. The goal is to cultivate and nurture the new work by clarifying, amplifying and building on the initial impulses. WHAT
- 8. Ellen Ratchye-Foster believes that rich, relevant context is the seedbed for great work. She is a Harvard-educated expert in consumer insight and foresight. Her years of experience distilling consumer, cultural, technological and business insights drive relevance for agencies like Fallon, McCann and DraftFCB, as well as companies like Kraft/Mondelez, Wrigley, Media Behavior Institute and Motorola. WHO
- 9. An engagement is typically two to three days, spread out over one or two weeks. The exact duration varies by project. HOW
- 10. How to echo a brief: * PHASE ONE PHASE TWO PHASE THREE CHARGING UP CONNECTING ROUNDING OUT Before coming into a Phase Two is about the Engagements clients office, I work work, period. At the always wrap up with the brief & the direction of the team leads, with an executive brand and conduct my I come in to meet with summary, which own research. This creatives. We go through includes a top-line phase concludes with a the early ideas together, of themes & topics 1-hour work session either 1:1 or as a group. covered. The final with the strategic & The discussion & new deliverable may creative team leads. stimulus help teams see & also incorporate With an insiders eye & feel their way forward to custom trend an outsiders more powerful expressions research and/or perspective, my goal is of the brief, which often further to plumb new depths in ignites new thinking along observations, the brief & find fresh the way. The discussion e.g., media stimulus for the creative cycle typically takes one considerations, teams. day & may be repeated. process, etc. * Exact duration varies with the size of the project.
- 11. Ellen Ratchye-Foster Burning Glass Consulting LLC eratchye@gmail.com 917 885 6413 @ellencrf THANK YOU