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Nestlé

N

Interviewee

47 Creative

Team Disadvantages

0, 1

Project Outcome

Control

Industry

Confectionery/sweets/gum

Location

Chicago

Team Risk Tolerance

Medium

Team Dynamics

TeamDynamics_FunandProductive

Company

Nestlé


I just have no idea if we're going to be able to shoot them or not. A lot of opinions on Nestle. A lot and I'm telling you that's the killer of most creative. One person isn't running the show. [3391]
It's a great idea. It's all about, "Give them the finger," but, again, it's a struggle. We're fighting every moment. It's in testing right now and we just don't even know. I'm not even getting my hopes up. I just have no idea if we're going to be able to shoot them or not. A lot of opinions on Nestle. A lot and I'm telling you that's the killer of most creative. One person isn't running the show. [3368],[3367],[3369]
Well, on the client side, we have a Brand Manager, [Leslie 00:19:13], who is very smart, who I like a lot. Then she answers to this Al guy, who in turn answers to Scott dude, who in turns answers to this Brad guy. Once Leslie is onboard with what we were doing, she sends it up to Al, and then he brings in his opinions and what he thinks we should be doing with these spots. Then they both take them to Scott, who then puts in his two cents on what we should be doing with these spots. Then all of it does up to Brad and he says yes or no. [3370]
By the time it gets all the way up that ladder and everybody thinks what's right for the spot. [3372],[3371]
By the time it gets all the way up that ladder and everybody thinks what's right for the spot. Keep in mind, these people are like ... I think 17 to 24 year olds are core target, men. Leslie's pretty good, she's a woman, she realizes she's not in the target. Al and Scott, they don't realize they're not in the target and I think that's a major point in what we do. We're not trying to entertain you. We are entertaining a very ... They don't get the irreverent humor. [3392],[3393],[3394]
Right. They're like, "Well, I don't find that funny." Well, no shit you don't find that funny. We're not talking Bob Hope here, man. [3395],[3373]
I would probably just say one on this and that's our head creative dude. We all fight for it and everything, but it's to the point now where the account people are really onboard and everything. Creative's kind of leading this thing, which if our Creative Director can keep it up, we'll be all right. [3374]
I would say they're not low. I would say they do a pretty good job of trying to be risky, but when it really comes down to it, they pull back right at the last minute, all the time. Like, "Okay, we don't want to be that risky, we'll be this risky." I would say average. They're not a high risk company at all. [3396],[3375],[3376]
"No way. We'll never do it." New Brand Manager came on and she's like, "I love them the idea of 'Give them the finger', make an idea of it." This was a little backwards in the sense that the line didn't come out of the idea. We had to bring an idea to the line. I don't know where I was going with that. [3398]
"No way. We'll never do it." New Brand Manager came on and she's like, "I love them the idea of 'Give them the finger', make an idea of it." This was a little backwards in the sense that the line didn't come out of the idea. We had to bring an idea to the line. I don't know where I was going with that. [3397]
It was more a tirade of the girl who wrote it, which was I don't even know. What happened with this idea, actually, was that we had the idea of the line "Give them the finger" long ago. Like, two years ago, right? We were like, "We should do something about that." Butterfinger was like, "No way. We'll never do it." New Brand Manager came on and she's like, "I love them the idea of 'Give them the finger', make an idea of it." This was a little backwards in the sense that the line didn't come out of the idea. We had to bring an idea to the line. I don't know where I was going with that. [3377],[3378]
The brief. Oh, yeah. The brief, pretty much we had one brief. A lot of things was more just getting off the ground and that was the brief that was more of a tirade that I was telling you about. She just was talking about Paris Hilton and stuff in this brief. We were talking our main core target was 17 to 24- year-old guys. We were just like, "I don't even know what this is, let's just start thinking about Butterfinger." After that happened, the line came down so the brief kind of just went away. It's like our brief is, "Give them the finger", come up with and idea for that. I guess the brief worked and she did a good job of saying who this target it, what they like, what they think is funny. [3379],[3380]
Yeah, well, she ended up writing a new brief for the "Give them the finger", which was a little bit better. [3381]
Yeah, for the better. The brief changed. I think everything changed just to rally around the line that we initially wanted to do, but didn't really have an idea to it. Then the client said, "Go," and we were like, "Oh, shit. Okay, we have a ton of ideas." [3382]
Budget is a pretty big constraint. [3383]
Nestle itself is usually a constraint on budgets just because we try to get as much as we can and they only give us a certain limit amount to go produce them. We want to go out and shoot three spots for this thing and really we only have the budget for two. From a production standpoint, it's usually tight and we have to pull a lot of strings to get it done. [3385],[3384]
For a long time it was all about "Follow the finger". They started really wanting to call Butterfinger, "The Finger". We all thought, "Well, why not say, 'Give them the finger.'?" Because it fits right in the vernacular and everything. [3399]
No. Actually, no, there was a new Brand Manager who came in and said ... In talks with our agency somebody brought up, "Well, we've always wanted to do 'Give them the finger'." She was like, "I love it. Do something around it." [3386],[3400],[3401]
From their side, but all of us here had worked on Butterfinger for like two years and had been trying to get, at least the idea of "Give them the finger" for a while. [3387]
Getting better. It's getting better. Yeah. I think there's a guy who's the head guy over there who used to work here. He knows everybody and I think it's growing. It's getting a lot better. It's pretty solid. [3402],[3403],[3388]
There's trust going on and she's listening to us a little more and wants us to take leads on things. The trust is the biggest thing. To be able to say, "Oh, I didn't even think about it that way, but you guys are the authority, you're probably right." Which we don't get a lot from other clients. That's not what I was thinking. [3404],[3389]
The relationship's good. Art Director and I duke it out with my Creative Director on a weekly basis, but that's healthy, and that happens, and we don't want to ... I think a lot of times people around here think they want to double guess what the client's going to think and what they want. We forget that we should do what we want and what we think is right. We have to keep our guard up constantly and defense constantly, but I think that goes with the territory. [3405],[3390],[3406]
Reference Tags
[3391] Indecisive leadership,[3368] Forceful conflict about ideas,[3367] Indecisive leadership,[3369] Insufficient Feedback,[3370] Organizational encouragement,[3372] Indecisive leadership,[3371] Organizational encouragement,[3392] Alignment,[3393] Communication issues,[3394] Cultural differences,[3395] Alignment,[3373] Premature idea evaluation,[3374] Organizational encouragement,[3396] Risk compensation,[3375] Risk compensation,[3376] Vague goals,[3398] Believes one has a hopeful path,[3397] Creative Confidence,[3377] Confirmation bias,[3378] Forceful conflict about ideas,[3379] Confirmation bias,[3380] Forceful conflict about ideas,[3381] Win-win conflict about ideas,[3382] Win-win conflict about ideas,[3383] Lack of resources,[3385] Believes one has a hopeful path,[3384] Lack of resources,[3399] Creative Confidence,[3386] Confirmation bias,[3400] Decisive leadership,[3401] Organizational encouragement,[3387] Win-win conflict about ideas,[3402] Optimism,[3403] Organizing effectively,[3388] Trust,[3404] Trust,[3389] Trust,[3405] Collaborative-Creative Disposition,[3390] Forceful conflict about ideas,[3406] Win-win conflict about relationships

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