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Kellogg’s

K

Interviewee

2 Art Director

Team Disadvantages

0, 3

Project Outcome

Control

Industry

Food

Location

London

Team Risk Tolerance

Medium

Team Dynamics

TeamDynamics_FunandProductive

Company

Kellogg's


mean most creatives hate research because it's a very ... it's an environment where you wouldn't, you're being poked about and been asked to tell what you think about ads and stuff and normally that's not an environment that you sit at home in the comfort of your own living room and watch an ad and if you're in that environment of a research group, you know, sometimes it's almost like you say what you think they want you to say. The person next to you says something and you just agree with that. [242]
It's one of those rare ideas that ... I mean most creatives hate research because it's a very ... it's an environment where you wouldn't, you're being poked about and been asked to tell what you think about ads and stuff and normally that's not an environment that you sit at home in the comfort of your own living room and watch an ad and if you're in that environment of a research group, you know, sometimes it's almost like you say what you think they want you to say. The person next to you says something and you just agree with that. [212]
They wanted to ... it was all about Cornflakes, they're sort of nothing without ice cold milk. Following off the idea ...the actual idea, I think I was away actually, when they thought of the idea. James, Freddie, and Rob actually thought of the idea. [214],[213]
Yeah. They were in the office. They're the furthest room ... Freddie and Rob's office. Between the three of them I think they all pitched in and formed the idea. So, I can't really take any credit for it at all. [216],[215]
It does. It does. And having come back on board and now Freddie's gone it's the three of us. It's kind of nice to be involved a bit more. [217]
but I was a bit upset. It was one of them ideas that research loved. We loved it. And the client laughed. And that does happen sometimes. [243]
It's pretty good at the moment. The initial meetings, although we weren't as involved as Freddie and Rob at the start, all the meetings went quite well, but I was a bit upset. It was one of them ideas that research loved. We loved it. And the client laughed. And that does happen sometimes. [218]
Yeah, it is. But I suppose it's because the client loved it because it's the products are there throughout and the public probably quite liked it and may be the ongoing love story thing. We quite liked it because it was just a different way of doing a sort of love story. Just inanimate objects and it's always got a to be continued. Maybe you end on a cliff hanger and it's got to be continued. Hopefully people follow it. [220],[219]
No, because I suppose they're mates really, for Rob. Although it's just Rob now. But he's a mate really. Pretty easy. You know ... you can just say, that's rubbish or that's really good and we just won't get offended because we're mates. It's pretty good. [221]
Yeah, the account team ... it's because everyone likes it, it makes it probably easier to work on. Everyone's quite enthusiastic about it. Account team. Yeah, love it. They want to know all the ads are going to be. Our creative director Nick Ray, he likes it as well, so we took him three ads and he said we'll just string it out a bit more. He's given us a good bit of direction there, so we're going to string it out a bit more. It's that sort of rom-com, will they won't they get together and it's just sort of milking it a bit really. [244],[223],[222]
Yeah. A lot of people have liked it. A lot of people have said ... you know, that could be really good. Everyone knows about it in the building really. [224]
Yeah. No, he had a bit of input the other day. There all ready seems to be quite a positive vibe about it at the moment. It's all good. [246],[245],[225]
Well, I know there was another team's idea in the mix. But, personally, I don't know ... because I wasn't actually there when they put the ideas forward. But I know, it might have just been this one. I'll have to ask ... ask the others. But I know that another team had an idea here which I suppose was a bit more of a creative idea that didn't go down to well with the client. It's because it's easy to like our idea because it's ... especially to the client's point of view, it's just got the product central to the idea throughout [249],[248],[247]
Well, I know there was another team's idea in the mix. But, personally, I don't know ... because I wasn't actually there when they put the ideas forward. But I know, it might have just been this one. I'll have to ask ... ask the others. But I know that another team had an idea here which I suppose was a bit more of a creative idea that didn't go down to well with the client. It's because it's easy to like our idea because it's ... especially to the client's point of view, it's just got the product central to the idea throughout and- [227],[226]
I suppose it's to guide you in a way, really. Essentially they want you to sell more products so they're going to always have that in the back of their mind, in terms of development. Their role I suppose is just to guide you along the way, really. Sometimes that can ... I don't know, sometimes that can be a hindrance to the creative process if they're not willing to budge on certain things. [228]
The account ... their role. The planner's role would be slightly brief. I suppose the account people are there at that stage as well. A lot of the time account people can get in the way or sometimes a bit of a waste of space really, if I'm brutally honest. Then if you get a good account person then they're like gold dust really, they can really settle the client and they are ... that's when you want them around, if the client's got any problems. But a good account man or woman is just ... I don't know, to charm the client and reassure the client and sell your work, really, and justify it to the brief. [229]
Copywriter's role in a project? I think, the way James and I work, we are a team and I suppose a copyright and art director way of doing things in the past ... I know people here that are sort of senior copyright or art directors they will only deal with words and one will only deal with pitches. The way James and I work we'll ... I'll sometimes write and he'll sometimes draw if you like. We'll do it as a team rather than he does the words and I do the pictures. We don't really work like that. We're much more a team rather than art director or copyrighter. [231],[230]
Creative director, their role in the project is to creative direct you really. You go to them with your idea and obviously they have to answer the brief but you have to answer the brief in an unusual and creative way. Throughout the process you will keep going back to them with developments and I would just guide you and hopefully tell you what to do really, I suppose. [233],[232]
I suppose that's more ... sounds like a traffic person really. Just to make sure things are going to be delivered on time. [234]
Yeah. Maybe controlling traffic. Yeah. That ... I suppose that would be a traffic person. They will get ... I suppose, they would set up meetings and make sure things are done on time and answer the deadlines. That's the person that comes around and says, have you done it yet? Have you done it yet? Can't recall anyone really. [235]
They're in the middle, really. They are in the fringes on this Cornflakes thing, the conflicts. We've got an account girl waiting to brief us on the research but, I mean they can't just come in to us and debrief us. They have to go through traffic, so in that way traffic does sort of protect the creatives from being bombarded by account people who obviously want things done now, but they sort of manage the time any team will be working on three or four things at once. We have to go through traffic in order to get some time with the creatives. [237],[236]
To show case in a way, we have these ... they're supposed to be monthly get togethers where everyone will put on the ads of the last month or everyone gets together and view the stuff that people have been doing. That's quite a nice thing to do. We have these costly creative councils where cut directors around the world of JWT get together and judge the work, the creative work, which obviously everyone's involved in. Not just creatives, but they'll judge it out of ten. There's a leaderboard and at the end of the year I think the winner gets a big cash prize for that office. That's kind of an incentive there that JWT is a company that's done so ... [238]
Yeah, I suppose. Incentive and a bit of glory, really. It's always nice to see your stuff on telly and for everyone to watch it and like it, I believe. [239]
Well, I would put together ... I've seen offices put together a lot of books of work, creative work. I don't think honestly it's necessary for external ... just more internal. But you get the award shows, particularly CAN which is a big one. That's quite a big thing for JWT and different agencies really, so we'll have quite a big representation there. I don't know what goes on there. They probably do talks and showcase the work to ... it's getting quite client heavy as well, now, I think and it's not just for creatives anymore. I'm sure there will be things there that they do to put our name about. [240]
Well, they've got the creative council which is a one to ten scheme so, I think great work if you get an eight or a nine you do get a cash prize, so there's a little cash incentive. As for normally poor work you'll end up getting sacked, really. [241]
Reference Tags
[242] Group attribution error,[212] Bandwagon effect,[214] Communicating ideas across domains,[213] Win-win conflict about ideas,[216] Communicating ideas across domains,[215] Win-win conflict about ideas,[217] Balance of challenging work,[243] Alignment,[218] Win-win conflict about ideas,[220] Communicating ideas across domains,[219] Win-win conflict about ideas,[221] Trust,[244] Believes one has a hopeful path,[223] Organizational encouragement,[222] Win-win conflict about ideas,[224] Organizational encouragement,[246] Believes one has a hopeful path,[245] Optimism,[225] Organizational encouragement,[249] Effort justification,[248] Ikea effect,[247] Reactive devaluation,[227] Communicating ideas across domains,[226] Win-win conflict about ideas,[228] Forceful conflict about ideas,[229] Illusory superiority,[231] Organizing effectively,[230] Trust,[233] Decisive leadership,[232] Organizational encouragement,[234] Organizing effectively,[235] Organizing effectively,[237] Communicating ideas across domains,[236] Organizing effectively,[238] Organizational encouragement,[239] Organizational encouragement,[240] Organizational encouragement,[241] Organizational encouragement

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