Our key speakers were 27Names Poland and Finland, and the special guest of the event was the amazing and inspiring Natalia Nikiforenko, EMEAR Event Manager, Cisco.
The creative battle MaxiMICE took place on April 20 in the fashionable loft space Deworkacy. At that place, more than half a day we improved the skills of participants in the field of briefing, creative and marketing communications and determined the parameters that make the projects effective and payback.
So, Mateusz Kacprowicz, Creative Pro, told about the peculiarities of qualitative briefing – why this moment is the key in the interaction between the client and the agency, and how it affects the effectiveness of the project itself. Creative Lead from the agency Creative Pro gave examples of a bad and good brief, and explained their nature. Of course, special attention was paid to the goals of the events organized and to the matter concerning the return of the investments in them.
Kirill Babkin presented the structure and plans for the development of the event direction, explaining briefly what kind of new tools MaxiMICE, as a trend setter, will use to solve business problems of customers. At the moment, the company is increasing its competence in the field of marketing communications and attracting additional specialists to the staff, expanding the services range.
Natalia Nikiforenko presented her company case, which is a good example of an effective event – @Cisco Live, explaining the main points of the so-called “Customer Journey” in the marketing system.
Teppo Heikkinen showed several impressive video cases of Lataamo Group and told about the creative in marketing, and also that the agency does not engage in “creativity for creativity”: the main goal of the creative is to effectively achieve the client’s business goals.
And, finally, “introductory briefing” before the brainstorming was conducted by Jan Grigoriev. He “unscramble” the structure of the proper brief, explained how to fill it and set the rhythm for the brainstorming sessions.
Presentations of all speakers will be posted in the Creative_sessions_MaxiMICE group. Join us now! We promise a lot of useful things.
What all waited for – brainstorming: after dividing into groups, we studied out the real brief, having the opportunity to ask questions to the initiators and analyze it together with the support of the speakers’ experience. Protection of proposals, clarifications from customers, comparisons, hypotheses, decisions … scoring and the appointment of the winner’s team. Incredibly fascinating! But what did this give to all of us?
As an agency, we were able to see how our customers think, what they are guided by, solving one or another task. This is an invaluable experience and it will certainly help us to improve the quality of the proposal evaluation and to improve communication itself.
It was important for the speakers to share their experience, discuss ideas, and hear needs.
And for the participants this was a good help in the analysis of the events ordered by them, their goals and effectiveness. So, according to the recognition of the participants, on return to the office they will necessarily take into account much of the discussion and experience at the Creative Battle and make corrections to their briefs.
“Thanks to our common work on the brainstorm, we received very important insights and prepared de-brief, which I will share in the near future”, commented the author of the briefing.
According to the majority of participants, the Creative Battle is an effective format of communication between the client and the agency, and the expectations of the next meeting are high. We invite customers of corporate and marketing projects to join the closed group of Creative sessions of MaxiMICE on Facebook, and also announce the possibility of holding a shortened program for your colleagues who would be interested in improving the skills in marketing communications (briefing, digital tools, brainstorming, creative, ROI) – send your applications.