kaleidoscope

de Cristian Pantazi

In traditional mi-au placut briefurile bine scrise si clare…asta poate pt ca si domnu’ client stie mai bine cu clasicul decat cu digitalul si isi da seama ce vrea de la aceasta campanie…
Aici poate ca nu ar strica, digitalul sa fie un pic mai, as vrea sa zic proactiv dar suna a robot de bucatarie, mai atent / serios…in a explica unui potential client ce poate sa faca digitalul mai pe limba lui.

Mi-a placut strategia pt ca in agentia clasica ea insemna sa gasesti un target clar, sa ii vezi comportamentul si in final sa cauti acel insight…combinatie! la digital strategie inseamna daca ii dam un microsite sau un CMS, sau o aplicatie pe facebook sau pe twitter…nebunie!

In loc sa il innebunim pe client cu aplicatii si development si programare si cu share in twitter si uzabilitate (ce termen caterinca…sa zica domne mersi ca exista butoane si le punem noi:)) poate ca ar trebui sa ii explicam de ce? de unde ne-a venit? care este insightul? dar ideea?
Ideea intai si apoi mediul.
Mediul nu va fi niciodata ideea in sine…o aplicatie de facebook nu este o idee ci o declinare…daca ideea este proasta atunci aplicatia ta va ajunge in cimitirul aplicatiilor facebook, vecin cu cel al elefantilor lui Tarzan.

Mi-a placut in agentia clasica, goana creatiei si a strategiei, de fapt, dupa the big idea…nu le-o iesi mereu dar asta este scopul final…IDEEA.
De acolo, de la idee incepi sa te gandesti la declinari…la executii…nu inainte…
Ideile sunt noul currency ( euro ca sa zic:) )…altfel e ca si cum te duci la film pt generic.

Asa…deci strategie checked, creatie checked, brifeuri checked…
ah si Art directorii…mi-a placut rau de ei…ca nu vor sa iti faca boxuri pt ca ei sunt acum in tripul cu facebook…sau mult alb ca asa e uzabil…art-ul stie concept…stie ca daca ii zici vintage iti face vintage ( a se citi nu background mai ruginit asa…ci elemente grafice / tipografie / look and feel ). Stie sa intepreteze un brief si sa faca un concept estetic…stie domle…!

Mi-a mai placut ca in traditional este mult mai mare focusul pe atentia la brand, de la idee la productie care intr-un fel este o extensie a brandului si atunci ea trebuie sa fie de calitate, fie ea print, radio spot sau TVC…spre deosebire de digital unde atentia la reprezentarea brandului tinde catre 0 in mult cazuri. News Flash, numai lui Google i se permite sa fie in BETA tot timpul, in rest: poze imprumutate, virale cu camera de la Carrefour si cu mana tremuranda si design pe langa brand doar pt ca designerul are Ego, NU TIN. Pe principiul ca poti sa fii frumos cat zece daca nu ai talent esti rece asa si aici…poate ideea sa fie oricat de relevanta, suprinzatoare, pe brand, daca executia coboara sub un nivel unde nici nu mai merita sa fie observata.

Nu mi-a placut in agentia clasica / traditionala munca in cascada…fiecare asteapta la coada in lantul trofic ca sa ajunga brieful la el…dar intai sa fie la client service, apoi la strategie si apoi la creatie si la media (saracii mereu m-am intrebat de ce prezinta mereu ultimii…se plictisesc intreaga prezentare si apoi mai au niste resturi de minute sa arate xcellul)…
Daca se greseste ceva pe drum creatia a lucrat de pomana sau strategie a extras insightul gresit…aici mi se pare ca e sansa digitalului ca mediu nou…sa rupa un pic cascada asta si sa implice pe toata lumea in proiect de la bun inceput: creatie, implementare, strategie, media…toti ar trebui sa fie de la bun inceput…

Si nu prea mi-a mai placut ca in traditional procesul dureaza mult, muuult, de la brief la idee, la executie, si este riscant pentru ca situatia in piata se poate schimba oricand si tu nu prea mai ai ce face….in digital in schimb totul este real-time ( nu ar strica daca am explica asta clientilor ), se poate interveni oricand, se pot extrage statistici oricand. E? suna bine nu?:)

In incheiere…
Cand mergea tot cartierul la fotbal pe vremuri, cel mai mic ca varsta statea mereu in poarta, cel mai oribil lucru, mingea de 35 de lei era grea, aia mari trageau tare…de abia, daca te vedeau ca ai talent sau te vindeai bine incepeai sa mai joci si tu un pic atacant ( toata lumea vrea atacant: ).
Asa si cu digitalul, deocamdata inca stam in poarta…tine de noi sa trecem in atac.
N-am gasit alta rima…

Foarte interesant si plin de insighturi…

Printre altele ajunge la ideea ca explozia digitalului si a social media a creat un haos al specializarilor. Chiar si la case mai mari cum s-ar spune: us/uk.

Agentiile traditionale ( daca se poate spune asa ) au devenit hive-uri de specializari digitale care mai de care mai exacerbate astfel incat marketerii nu mai inteleg exact care cine ce face si cui sa se adreseze pt lucruri specifice legate de digital.

Marketerii nu au incredere in componenta de digital a agentiilor traditionale insa nici nu ar da capsula brandului pe mana agentiilor digitale. ( nu inca ). ( vezi the romanian online groupies care la inceputul crizei prevesteau moartea advertisingului offline )

Mai multe aici!

P.S. raportul certifica ceea ce spuneam in alt post legat de cum nu ar trebui sa fie o agentie digitala si anume sa le stie pe toate!

Bonsoir!

Evident ca titlul a fost gluma si am jucat un pic cartea curiozitatii pt ca sa te facem sa citesti mai jos…

Asadar observ in multe bloguri discutii despre cum ar trebui sa fie o agentie de online…multe idei, multe pareri…mult noise ( ca sa fim un pic nouveau cool asa )

Dar ce inseamna agentie de online?

Nu e cam mare clasa denominala ( stiu nu e corect folosit dar suna prea bine ) )!

Piata din .ro este ca vestul salbatic…inca nu stim cine vrea sa fie serif si atunci ne omoram prin saloons care sa fie cel care poarte steaua in piept…

Nu stim cine sa fie primar…sau doctor sau etc…u get the picture…

Toti vor sa fie ca toti…

Un mimetism trist perpetuat de o lipsa de experienta cuplata cu oarecare aroganta a oamenilor noi de online care vor sa arate bicepsul lucrat in 10101010101 oamenilor din alte medii…

In consecinta toti suntem Full interactive / Service etc…

In timp ce piata din afara se chinuie sa se redimensioneze, sa caute nise, sa reinoveze ( da! aia deja au inovat mai demult…noi nu eram atenti ca nu aveam net in 95:)) ) noi ne chinuim sa emulam modelul monolitic…toti le facem pe toate!

As vrea sa zic “caterinca” dar vreau sa fie serios postul asta…

Mi se pare induiosator ( da asta e cuvantul ) cand citesc ca agentia de online ar trebui sa fie nici prea creativa, nici prea tehnica ci nu stiu cum…poate 33 33 33 ca sa fie bine pt toata lumea…

Aaaa si nici client driven prea rau…ca nah…

Poate ca ar trebui sa fim de fapt exact ceea ce stim sa facem…

Unii super programare si super solutii tehnice…altii creatie…altii foarte bine media si atat…

Nu inteleg de unde vine pofta asta marxista de a acumula expertize si specializari pt ca sa dai bine la client cand spui ca normal ca ai media in casa…: ia uitati-l pe media planner domnu’ client!

NewsFlash – nu mai luati clientii de prosti pt ca multi nu sunt veniti direct de la stefan gheorghiu in marketing si sunt destui care nu va cred cand sustineti ca faceti si media si adwords si cine stie ce astfalt tango inainte inapoi…

asadar cum nu ar trebui sa fie o agentie de online:

• pt inceput nu ar trebui sa isi spuna agentie de online – e ca si cum ai spune ca toate magazinele care vand mancare et comp sunt supermaketuri! Antidotul se numeste: Po-zi-tio-na-re!
• nu ar trebui sa dea inainte si inapoi cu tehnicul si creativul si client serviceul ci ar trebui sa se preocupe sa incurajeze creativitatea in toti colegii din birou si da la client ar trebui sa se duca si creativul si client service-ul ( model implementat in .com de la o vreme )
• nu ar trebui sa mai foloseasca cuvantul inovatie decat daca doneaza ceva pt niste spitale – facebook connect nu e inovatie…precum nici share on twitter ( stiu, da bine la clienti )
• nu ar trebui sa mai faca tot felul de siteuri care rezida numai in functionalitati si care nu spun nimic in afara de click aici
• si ar mai fi dar e tarziu…

O agentie de online ar trebui sa fie preocupata sa faca un singur lucru: IDEI!

Sa creeze idei, sa le omoare, sa faca unele mai bine si tot asa…

Mediul se supune ideii, nu invers…nu faci aplicatie pt ca folosesti facebookul si iti place tie…ci ai o idee si crezi ca facebook ar fi platforma care trebuie…

Povestea este cea care conteaza…Altfel e ca si cum ne-am duce toti la film ca sa vedem making of-ul!

Asta la vista!

People, people gather around…

It’s time for something important…

What’s the inside story of the kaleidoscope people…So in order to save you some time ( you know cause we’d like you to stay more on facebook:)) ) we’ve created an Q&A with possible questions some of you might ask us…

Q: Where does the kaleidoscope name comes from?

A:We really don’t know…could be we like toys but i wouldn’t bet on that…but it sounds damn cute! right? or is it just us then.

Q: What do u mean by creative digital shop? are u not a real agency?

A: Actually we are not a real agency…you’ve fallen asleep and your subconscious is wandering around imaginary blogs:). Kidding!

We see ourselves as making creative content rather than the full service interactive agencies who to tend to make advertising…We create things. Could be true, u know? Come on i know u like us:))

Q: Do we have parking spots?

A: 2 actually. Hard to get in though. Let’s say it’s a parking space for pros!

Q: Is the recession over?

A: Who knows…:). didn’t we tell u in the beginning that we are creatives. I think u are not paying REAL attention.

Q: Do we serve tea or coffee to people who visit us?

A: Yes. Don’t worry!

Q: Pizza?

A: NO!

Q: Likes and Dislikes?

A: YOU! What kind of question is that. Come on! No Strategy questions, no Portfolio questions? We have agency feelings you know. We thought we had something here for a moment.

Q: Do you see ourselves as geniuses?

A: YES!

Q: Do you want to change the world?

A:We’ll let Google and James Cameron do that.

Q: Do you sleep?

A: No! Nighttime comes we hang around with Batman and Robin. What? You don’t know how cool the Bat-mobile is .

All these questions and answers could be fake! Do u find this supposition to be true?

Anyway for real inquiries drop us a line on: welcome@kaleidoscope.ro

Ok! Got to go now…Batman’s calling!

Revenidos!

Relatia client  – agentie digitala si invers este inca una destul de incipienta la noi.

Inca nu stim ce sa asteptam de la client cum el la randul lui nu stie ce sa astepte de la agentie.

De multe ori exista disensiuni si probabil si de mai multe ori proiecte grozave se pierd prin ceata procesului de pitch.

Cred ca in astfel de momente cele mai bune modus operandi nu pot parvine decat de la agentiile din .com, care au mult mai multa experienta: clienti mari, pitchuri mai multe si bugete invariabil mai mari.

Asadar cateva explicatii de prin .com care sper sa ajute agentiile si clientii in a gasi calea cea mai buna si a nu pierde oportunitati:

Prima data de la Edward Boches :

What clients should ask their digital agencies:

1. What is the future of advertising?

This is a tough one for sure, but you’ll want to know if your agency has a clear sense of how much is changing, the new role of the consumer, the migration away from interruptive messages, and the technologies and platforms that make listening more important than talking. A forward thinking agency should have a pretty good point of view about how social media, technology, and the “good enough revolution” are changing the business.

2. What are you doing to assure your survival?

These days an agency should look pretty different than it did a few years ago. How have they made themselves more digital? What practices have been abandoned? How has the creative brief evolved? Maybe they’ve embedded connection planning into the creative group, developed alliances with best of breed partners, or launched a new practice. The innovator’s dilemma challenges all of us, but it’s no excuse for inactivity.

3. What are your criteria for hiring people?

Talent is everything. You certainly want people devoted to your business who have created famous work. But given that you’ll have to work hand in hand with people, you may also want to know what qualities the agency looks for.  Curiosity? Courage? Relentlessness? Disruptive?  Crazy? And find out for sure how many digital natives your agency’s hired recently.  You definitely don’t want them playing catch up.

4. What is your definition of a creative team?

Who else besides the writer and the art director are on the team?  Technology?  User experience?  Social media?  Connection planner? Better yet find out whether or not the ageny even uses the label “creative” to refer only to writers, art directors and designers.  It will tell you a lot about whether they think an idea is a message or something more compelling.

5. What are five recent creative ideas that aren’t ads?

Are they inventing new products for clients?  Creating communities?  Building platforms? Developing apps and utilities and WAP sites? Are they as committed to all the non-advertising platforms as to the :30 second spot?  You might want to know.  After all you may be hiring an advertising agency, but as the first question implies, advertising may be something different in the years to come.

Si acum cei de la Wieden + Kennedy:

What agencies should ask their clients:

1. Who are the decision makers on the pitch and on the agency’s work?

It’s always a worry when you do a pitch and there are a bunch of stakeholders who you don’t get to meet until the final presentation. I’ve had a few experiences of the CEO who is unavailable to meet until the final pitch presentation and who then turns up and directly contradicts the direction we’ve been given by the client running the pitch. (”Is that really the brief you guys were working to?!”) Hugely frustrating. In general, we’ll decline a pitch process that doesn’t allow us to speak to all the decision makers before the final presentation. Sometimes clients are a bit offended when they call up and ask us to pitch and we say, ‘Well, we’d like to meet you face to face before we agree to participate.’ But we want to spend as much time as possible getting to know them to see if we can work with each other.

Another point on this: in general, the greater the number of people who have a say in the approval of the work, the less likely it is to be great, and the more likely it is to be costly to manage. Long and complex approval processes should make an agency wary of getting involved with a client.

2. What are your criteria for judging the success of your agency’s work?

Sometimes, this isn’t very clear, and that can lead to a disconnect between agency and client, or an agency that feels like its work isn’t touching on the real issues facing a client. Is the real target audience the sales force? Or the City? What does the client’s bonus depend upon? What are the real drivers of profitability in the client’s business and how can the agency make a positive impact on those? Are the business issues things that can actually be addressed by the scope of work in the pitch?

Also worth asking if they have a pitch ’scorecard’. If they do, and they don’t share it with you, it’s like sitting an exam without knowing how many marks are allocated to each question.

3. Is your inclination to aim high and do something extraordinary, or to settle for the ordinary and avoid the risk of failure?

As Phil Rumbol of Cadbury wrote in Campaign the other week:

“As the world of marketing moves away from the tried-and-tested techniques of the past 40 years, marketers need to seize the opportunity for competitive advantage by being braver and more ambitious in all they do. In a corporate world that “seeks certainty”, there are too many marketers that aim to get ten out of ten things “right” by avoiding doing them wrong. Instead, the best marketers of the future will aim to “hit every ball out of the park”, and make the most of the learning opportunity from those they miss. They need to embrace the new media landscape and learn by doing.”

Or, as we tend to say at W+K, are you ready to walk in stupid and embrace failure?

4. What made you consider us for this pitch?

May seem like a dumb question, but the answer can be revealing. If the response indicates a degree of knowledge of the agency’s competitive strengths, market positioning and working philosophy, that suggests that the client has done enough homework to evidence an interest in who you are and what you do. That’s an encouraging sign. If they find it hard to answer the question, then either it wasn’t their idea to put you on the shortlist (suggesting that someone else is the real decision maker and you should be talking to that person) or they just don’t see this whole thing as that important, which is a bit of a worry if you’re about to commit your team’s evenings and weekends to this for the next few weeks. The answer may also be that a mutual acquaintance has recommended you to the client, in which case you can get a bit of inside track on the pitch by asking the recommender about their conversation with the client.

5. How many agencies are pitching and who are they?

A long list, or a weird, ill-assorted list, or a list that includes the client’s brother in law’s agency, all set off alarm bells.

6. Will you pay a pitch fee?

Can’t hurt to ask. Shows that you place a value on your work. And the answer can again be revealing about the client’s attitude to agencies.

Actually, now I start to think about it, there are lots more questions to ask, like…

- why are you reviewing?

- is the incumbent repitching?

- how much budget do you have set aside for agency fees?

- to what extent are you prepared to share the rewards if we achieve and exceed your objectives?

- how do you use research in the creative development process – as a tool to aid decision making, or as the way you make decisions?

Very interesting stuff we might add!

Designer needed!

Ingredients:

• passionate / talented
• best work still to come / hardcore creative
• able to feel free with insane people
• able to deal with internet maniacs
• inventive
• not liking boxed designs ( like facebook ) and blunt colors ( like facebook:) ) – kidding kidding!!! we’re on facebook too:))
• must see above what’s fashionable and create funky kaleidoscopic design
• must be very good with technology: a i, photoshop, flash, HTML
• must know all the web practices but bored with them and break patterns.

Recipe:

Send us ur resume at: wannawork@kaleidoscope.ro!

We’re also very intersted in ur passions, ur soul projects, everything that makes you passionate.

Don’t be shy! We’ve heard them all!

And be Fast…we are impatient.

C u!

different people

different ideas

hardcore creatives

softcore black tea drinkers

conflicted ideas people

work hard

smile harder

have fun

play

work, duh!!!

make time matter / why not read a book / have one, there’s plenty

invent concepts

attack innovation with innovation

freaks come out at daytime people

one eye disruptive model

two eyes on the prize

out of step with you, please hurry there’s no time. haven’t you seen 2012. kidding kidding…

see you in 180 degrees difference / it’s a metaphore, of course we’re different!:)

laptop heretics

fail harder

disrupt even harder

no guts no glory guys

enough!

by the way: do u like adidas or nike…?

ah nevermind!

put ur headphones on, our music is for selected ears only…

Hello world,

Siteul Kaleidoscope.ro este terminat si up in the air.

Asa ar suna varianta conventionala a unui comunicat de presa insa noi, creativi, cum suntem sustinem ca siteul nostru nu este gata, sau ma rog este dar nu prea…:)

Siteul nostru este neterminat si intentionam sa il tinem asa mult timp. De fapt pana la urmatoarea versiune, care probabil ca si ea va fi neterminata.

Adica ce vrem sa zicem monser?

Ideea acestui site, daca am cita un termen SF, este un continuum. Nimic nu se termina, nimic nu incepe. Totul este fluid.

Siteul nostru este un living room al prezentei noastra offline.

Avem lucruri care sunt fluide ca: blogul, twitterul, filmele, pozele, statusurile zilnice, proiectele care se modifica si se transforma in alte proiecte.

Este un site neconventional care nu pune accentul pe who we are ( desi avem si asta ca sa stiti ca existam ) sau pe what we do ( si aceasta sectiune exista, duhh!!! ) ci pe how we are ( nu exista, e doar o metafora: ) ) si what we’re doing  ( idem, nu cautati de pomana ).

O idee clara va puteti insa face din sectiunea de inside kaleidoscope.

Speram sa va placa…si sa reveniti zilnic in continuumul nostru!

Enjoy!