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Nestlé

N

Interviewee

48 Creative Director

Team Disadvantages

0, 2

Project Outcome

Control

Industry

Confectionery/sweets/gum

Location

Chicago

Team Risk Tolerance

High

Team Dynamics

TeamDynamics_FunandProductive

Company

Nestlé


Well I think this one has been very good actually. And I think what's been good about it is the agency and the client started with a vision and it was something that we were very much in-sync on and developed this character, this personality for this brand, with this cow character. And she's one of the girls, who also is a dieter and she's liking her products and talking about them almost the way Oprah would or Rosie O'Donnell or somebody like that might to her friends. [3619],[3618]
Yes, Oprah is loving it. In fact, she said she loved it so much and then sales jumped 80% in a month. [3620]
But, the thing that I think has been satisfying about is is we all again had the same vision for the brand and we worked very closely on developing it together. And again, it wasn't too many people. It was one or two key people at the ice cream client and a couple of key people here in the same short team. And then yes, the planners and the account people and all that. But sort of a shared vision coming out of the agency, in-sync with the client with not too many people having to weigh-in on it. [3622],[3621],[3625],[3624],[3623]
Yeah, she's quite the endorser. Hopefully it will help Barack Obama get the nomination as well. But, the thing that I think has been satisfying about is is we all again had the same vision for the brand and we worked very closely on developing it together. And again, it wasn't too many people. It was one or two key people at the ice cream client and a couple of key people here in the same short team. And then yes, the planners and the account people and all that. But sort of a shared vision coming out of the agency, in-sync with the client with not too many people having to weigh-in on it. [3678],[3677]
And then working with the partners and working in a very cooperative way off of the same page. And one of the things that's been very cool about the Nestlé, at least the ice cream people do very very well, is they get everybody in the same room at the same time and say here's the idea, here's the campaign. [3679],[3626],[3627]
And yes, you are working on different pieces of it. But this is the idea and here's where it is. If you have any questions about it, if you wanna talk about how you should do type that makes it consistent with the campaign, as minute details like that go, or bigger pictures ideas like what we want this character to be able to do or talk about and say, and sort of her voice, all of that is covered in that. So everybody's involved in the same day and takes sort of a family responsibility for it. [3628],[3629]
But, they kind of have to be accountable to what the vision is of the company and the people who created it, i.e. the agency in this case. So, it's not like, "Well, I never have to deal with them. So I can do what I god-damn well want and too bad." [3630],[3631]
There's none of that to it. It's all like, "Oh wow, this is cool. I understand this, I really understand what the vision is and the story is and this is what I wanna do." [3633],[3632]
It's literally kind of sitting down, and I'm not trying to admonish or diminish in any way the other partners, but they aren't the people who come up with the big idea. They execute the idea. Usually internet company's not gonna come up with the big marketing idea. That's not what they're trained for, that's not what their expertise is. Their expertise is to take a big marketing idea and make it translate online. [3634],[3680]
So, yeah they get in the room with everybody and says, "Okay, here's what you can do; here's what you should do. Here's what we want you to help build on." [3636],[3635]
then I think you're all moving forward with the same goals, with the same game plan, the same rulebook, all that kind of stuff. [3681]
Then they know what they're dealing with. And I think it's all everybody in the room on the day wants. Those kinds of things. I think the more you get people to participate and the more you let them know what the parameters are, not necessarily restrictions, but just what the parameters are, then I think you're all moving forward with the same goals, with the same game plan, the same rulebook, all that kind of stuff. [3637],[3638]
Because as we wanna get more into the diet world, all roads have to lead to building the community of dieters, which is very much a part of the diet world; is the girlfriend talking to another, sharing diets. [3682],[3683]
When we talked recently with the internet company and the PR people and some of the event planners, it's like, "Okay, this is where we're going and here's what we want it to be." [3639]
And then you're all kind of talking, "Well what about this?" [3640]
"Yes." [3641]
It's all sort of making something together as opposed to, "I never talk to you so you're doing your own thing over there. And you don't feel that you owe me anything." [3684]
And it's all building. It's all sort of making something together as opposed to, "I never talk to you so you're doing your own thing over there. And you don't feel that you owe me anything." [3642],[3643]
Or, "I'm going this over here and I'm really reporting to only the client because the client's the only person who treasures everything, and while they don't have the skill set to really manage all this or know what a good headline is versus a bad headline, too bad. That's just the way it works out." [3644]
And you don't wanna be irritating to them. But if you can get them online or places where people like to go to chat forms or share information online, or message boards and things like that, that's one way that ten years ago didn't exist as really a place where people could have messages gotten to them. Or even more promotions and stuff. We've become so inundated with messages that a lot of times promotions or PR events take on a life of their own. A new way of getting to people that maybe weren't mass enough in the old days, or didn't seem like the default position of TV and print. [3645]
And I think even packaging, talking about the fact that every time you pick up the package, that is telling you something about your brand. That Starbucks thing is so marked for you as the individual and it protects your hand and I mean, just that cup alone tells you 100 things about the brand of Starbucks. [3646]
So I think just as we become more aware of messaging, all different kinds of messaging, I think all that needs to really work together and becomes much more part of it, not matter what the budget it. I mean it would be lovely if you just had ten million dollars for television alone. But there was no TV in the Skinny Cow plan. So it's really print and places where women are; health clubs and diet places online and health magazines. Women are very community-based so we do a lot of community-orientated events and charity things. Women are sort of the head charity people in the world and in the country certainly, of organizing and helping give something back. [3648],[3647]
So it's really print and places where women are; health clubs and diet places online and health magazines. Women are very community-based so we do a lot of community-orientated events and charity things. Women are sort of the head charity people in the world and in the country certainly, of organizing and helping give something back. [3685]
So this is all part of making it a very female brand and going to different places where women are, even if it doesn't involve some of the mass-reach vehicles, like TV. It can be as much mass as we can for this very specific audience with the money we've got. [3650],[3649]
It's really two key ones that we deal with, and then their boss. So again, it's I think the less layers there. I think it's like two layers in a way. I always think if you keep it to two layers you're probably good. Or three. I mean there's a creative team, they come to me and then I have my boss to just get it through, as far as really the people who can say Yes. [3651]
Same with the clients; the brand team and the key people are with the day-to-day. And then their President who ultimately is the final Yes. If you can get all the players in the room at the same time and it's less layers, all the better. [3652],[3653]
And I seek their council and want them to like it and approve it. And if they don't like something, we'll probably fix it or noodle it and stuff. But at the end of the day, it's my decision. We don't have any Executive Creative Director right now, so one less layer, which makes it even easier. [3686]
Right. Again, it's kind of the team comes to me. I show it to the account people and the other participants, account people, planners. And I seek their council and want them to like it and approve it. And if they don't like something, we'll probably fix it or noodle it and stuff. But at the end of the day, it's my decision. We don't have any Executive Creative Director right now, so one less layer, which makes it even easier. [3655],[3656],[3654]
But generally I think the less hierarchy, I mean the one good thing about streamlining and downsizing both sides of the business these days is that you do eliminate some unnecessary layers that I think a lot of times in the past would just bog things down in process. [3658],[3687],[3657]
But I think by going after the hardcore dieters in just a couple of years, shows they're pretty daring. [3688]
I think pretty good. I think they're really wanting to make it run and make a big play in a new world where it's a little bit outside of their comfort zone. They used to be sort of talked about as sort of this "better view" category as opposed to really the hardcore dieters. But I think by going after the hardcore dieters in just a couple of years, shows they're pretty daring. [3659]
And they really wanna sort of make a run of the other guys who've been there a lot longer, like Weight Watchers and some of those kinds of things. So I think pretty daring. I mean I also think, and here's one thing that maybe is a key part for your thing, I think sometimes smaller is more risk-taking because there isn't as much attention on it. And sometimes that's where the best little things can be done, where it's not like, "Oh [money 00:10:57]. We've gotta sell a hundred million dollars worth of this and we better maintain the number one position, 'cause we're the whole ball of wax." [3660]
think sometimes when there's low expectations or it's a smaller brand or there's not as many eyeballs on it, those are probably the places where you can do things that are a little more daring, because the risk is not as great. And I think people are willing to take more risks if there isn't as much risk. [3689]
I think sometimes when there's low expectations or it's a smaller brand or there's not as many eyeballs on it, those are probably the places where you can do things that are a little more daring, because the risk is not as great. And I think people are willing to take more risks if there isn't as much risk. [3661]
They did some focus groups with a Qualitative, as it's called. To get a sense of it. But no, because it's smaller, they didn't do any of the testing, which again always tends to be their... slow down the process or sometimes even water down a better idea. [3662]
And so she becomes, yes a character who represents the brand of ice cream, but she's also... I always say she's like the Hair Club for Men, "I'm not just the President of the Hair Club for Men; I'm also a member." You know? So that's what Skinny's kind of, she's also a women who's watching her weight. And she is cow, so you know cow's aren't exactly skinny. [3690]
It's been pretty fair, I would say. It's been pretty fair. [3263],[3262]
No, it's kind of a natural evolution of it. They did so well in the "better for you" category that they think that gave them sort of the confidence to say, "We could even bring in the bigger whale, if you will." I know that sounds bad, just talking about dieters that way. But, "If we could do this well in this pond, why don't we move to the ocean and try to get more fish?" [3691],[3663]
Because that's where the real opportunity is with the millions and millions of women who consider themselves dieting women every year. [3664]
Basically brought her sensibilities in to create a font for Skinny Cow and create these beautiful handmade backgrounds to put her on, to help ground her in more of a ... I don't know, just a girlier, more feminine look and feel. [3269]
Yeah, because I think it hasn't been as big of a budget. I think we've just had to use our dollars a little more wisely. But I think by being very targeted, where we put those dollars goes hand-in-hand with being very targeted towards dieters. We're not gonna be in a lot of different magazines, we're gonna be in magazines like Women's Fitness, Redbook, the titles that really appeal to women in a 30-50 to are probably the types of people who have to watch their weight, unlike young, 20-something's like yourself. [3665],[3666]
That's for sure. I mean be honest with me. Don't you think, and I don't mean to make this sound sexist in any way, but don't you think every woman today has, not what I would call an "issue" with food, but I think, even maybe more and more for men, but I think certainly for women, food is a topic in their lives. It is not just like, "Oh this is sustenance. I love it." [3692],[3667]
I think from a very early age on there's lots of pressure on women to look pretty and to be fit and all this. And I think it's a consideration really, from a very early age on. I don't think we'd have bulimics at eleven if food wasn't an issue, even when you're in grade school, on some sad or wrong level. [3693],[3668]
That they just are really ... They've been really inspired by the work we've shown, and really just positive. I'm trying to think of the right word. They are really grateful for the thinking, and they make you feel really good about your thinking, and it just makes you wanna keep working harder for them. [3264],[3265]
They've been really inspired by the work we've shown, and really just positive. I'm trying to think of the right word. They are really grateful for the thinking, and they make you feel really good about your thinking, and it just makes you wanna keep working harder for them. [3270],[3271],[3272]
It's really good. We're all kind of on the same plane and have the same general vision for it. It's just a good collaboration, basically. [3273],[3267],[3274],[3266],[3268]
And that's unnatural. And we don't accept that all kinds of women can be all kinds of sizes. And Hollywood, look at... did you ever see the movie, oh gosh what was it called? Blue Crush, I think it was. And it was with Kate Bosworth- [3694],[3695]
when I've been in Spain on shoots and different things like that, women are, it's interesting, they wear a pant size too small to show off their ample bottoms. I'm convinced! It's just sort of in the culture. But that's valued there. And oh my god, and maybe in black culture here, but you're not supposed to have too much of a rump here. 'Cause skinny is where it's at. [3696]
I think it's talking to the audience in their voice. And I think that makes... they become less of a manufacturer and more of a ally. [3697]
Well I think again we're all on the same page about it and very open about it, and candid. I think again, I always think that honesty is best policy in everything because you can't, as Mark Twain once said, "If you tell the truth, you don't have to remember anything." [3671],[3670],[3669]
I think we're very open and honest with each other and if we disagree, we disagree. But at least we're being very frank. I think that's the better way to get things done and be good partners. [3672],[3673]
I think the same thing. I think it's kind of the same way all the way around. I mean people in the agency business are very candid. It's almost too candid sometimes and blunt and stuff. Because, "Oh, that idea sucks." [3674],[3675]
And you know, that's kind of how it is in this business. So it's very candid, very open, very helpful by and large. Maybe a little too blunt sometimes, but I think again, it's another version of "honest is the best policy." [3676]
Reference Tags
[3619] Authority bias,[3618] Win-win conflict about ideas,[3620] Authority bias,[3622] Communicating ideas across domains,[3621] Organizational encouragement,[3625] Decisive leadership,[3624] Great example - Productive innovation norms,[3623] Win-win conflict about ideas,[3678] Believes one has a hopeful path,[3677] Believes one has high agency,[3679] Communicating ideas across domains,[3626] Communicating ideas across domains,[3627] Organizational encouragement,[3628] Communicating ideas across domains,[3629] Organizational encouragement,[3630] Communicating ideas across domains,[3631] Organizational encouragement,[3633] Communicating ideas across domains,[3632] Organizational encouragement,[3634] Illusory superiority,[3680] Inexperience,[3636] Communicating ideas across domains,[3635] Organizational encouragement,[3681] Communicating ideas across domains,[3637] Communicating ideas across domains,[3638] Organizational encouragement,[3682] Empathetic disposition,[3683] Overconfidence bias,[3639] Win-win conflict about ideas,[3640] Win-win conflict about ideas,[3641] Win-win conflict about ideas,[3684] Collaborative-Creative Disposition,[3642] Communicating ideas across domains,[3643] Win-win conflict about ideas,[3644] Communicating ideas across domains,[3645] Great example - JWT Methods,[3646] Great example - JWT Methods,[3648] Great example - JWT Methods,[3647] Group attribution error,[3685] Empathetic disposition,[3650] Believes one has a hopeful path,[3649] Group attribution error,[3651] Decisive leadership,[3652] Communicating ideas across domains,[3653] Decisive leadership,[3686] Organizing effectively,[3655] Communicating ideas across domains,[3656] Decisive leadership,[3654] Trust,[3658] Communicating ideas across domains,[3687] Organizing effectively,[3657] Organizing effectively,[3688] Ostrich effect,[3659] Risk compensation,[3660] Risk compensation,[3689] Risk compensation,[3661] Risk compensation,[3662] Law of the instrument,[3690] Empathetic disposition,[3263] Appropriate resources,[3262] Balanced workload pressure,[3691] Creative Confidence,[3663] Risk compensation,[3664] Risk compensation,[3269] Creative Confidence,[3665] Believes one has a hopeful path,[3666] Illusory superiority,[3692] Anecdotal fallacy,[3667] Illusory superiority,[3693] Anecdotal fallacy,[3668] Illusory superiority,[3264] Great example - Productive innovation norms,[3265] Trust,[3270] Optimism,[3271] Organizational encouragement,[3272] Trust,[3273] Communicating ideas across domains,[3267] Communicating ideas across domains,[3274] Organizing effectively,[3266] Organizing effectively,[3268] Trust,[3694] Anecdotal fallacy,[3695] Risk compensation,[3696] Anecdotal fallacy,[3697] Empathetic disposition,[3671] Communicating ideas across domains,[3670] Decisive leadership,[3669] Trust,[3672] Communicating ideas across domains,[3673] Trust,[3674] Communicating ideas across domains,[3675] Trust,[3676] Trust

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MADISON BARNETT
I get my inspiration from the fictional world. I’m a social geek. Completely exploit 24/365 catalysts for change whereas high standards in action items. Conveniently whiteboard multifunctional benefits without enabled leadership.
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