Case history 10
address different audiences simultaneously
The client's question
'We have to present complicated research results to both clients and users at the same time. How should we go about it?'
Background
Our client could have been forgiven for thinking that when they had completed one of the largest ever research programmes for a group of international media owners, their job was over.
The research had been paid for out of the budgets of media owners in many countries and the results had to be presented to them in an effective way if they were to use the findings and feel they had received good value for their investment. In addition, there was another lucrative audience for the results in the form of major advertisers.
Our answer
Our task was to devise a way of addressing all these audiences in a conducive business environment. We devised a complete multi-media road show using different delivery methods for the different types of information, with live-action video for the promotional message and animated graphics for the data.
The show visited five capitals in ten days. Not only a creative challenge, but a major logistical and management challenge too, and with the client's client present, there was no room for error.
October 4, 2009
Each Case History is a précis of projects undertaken by Town Group and marketing managers will find the scenarios familiar. If you have a particular situation which requires some outside help, or would like to know more about a particular project then please contact me for further information.
entertainment group brand review
differentiation in a crowded market
out-sourcing creative services
international marketing support
addressing key opinion formers
address different audiences simultaneously
October 4, 2009
The most important thing I have learnt as a practitioner is that the creative process can be much more effective and productive if it is well managed. I asked myself if this experience could be put to use to help others, and the answer has been most emphatically yes.
My experience tells me that in the right environment, managed sensitively, creatives can achieve amazing things but managed poorly they can be a disaster.
Those commissioning work also need help to interact in the right way with their creative partners.
October 4, 2009
There are a number of places you can find out more about my career. This link takes you to a short Flash presentation which shows how my design career has evolved into a consultancy role which allows me to continue to help clients with their problems.