last week was spent at communications agency frukt, working on a live brief over the space of four days. on the monday we were given an introduction to the company by their one and only creative planner, flo page. she explained that her role is to harness peoples' passions and to give brands a meaningful role within their lives. the objective is to tell brand stories in interactive, immersive and entertaining ways that will live through channels and over time. frukt's mission statement is 'to entertain the world' and the brands on their books certainly reflect this ethos; from coca-cola to nokia to southern comfort, the heart of frukt's expertise evolves around music but with a definite digital edge.
flo said her skills are weighted differently for different clients, with one being mostly strategic whilst another may be more heavily creative. i felt that she finds it rewarding to have this variety and mix and i think that although we inevitably have to label our job, i hope that my role will allow for a certain level of diversity as well.
jim robinson, who is in charge of client services, and dom hodge, frukt's planning director, ran us through the structure of the agency and emphasised what i find to be true of many of the smaller agencies; the championing of mixed skills from everyone. their reasoning being that ideas can come from anywhere (even occasionally from the client).
the brief we were set had to be big, brave and long-term. each group was given their own creative starting point to work around, which was helpful and interesting because when we came to present we all had different approaches. our challenge really lay in trying to describe the feeling of the brand rather than the service. our group spent the first day simply trying to define our audience and one of the most useful pieces of advice that i received was to consider it as one audience and then focus on one or two segments that won't alienate the other segments.
flo's top tips for presenting:
- clothing - don't wear any statement pieces that will distract your audience
- stand - it gets air to your head and gives you more presence
- be as visual as possible
- put no more than 3 bullet points on each slide
- don't use full sentences
- print stuff, stick it on the walls
- get clients up and moving around the room
- provide a hand-out so they have something to take with them
a lot of time was given to thoroughly running through the strengths and areas of improvement for each group, certainly the most detailed we have had so far. it was really helpful and we had the chance to ask lots of questions to flo and creative director and founder, jack horner. flo was really generous with her time as we were aware of the pitching that was going on and our student ability to get under people's feet. it was a fantastic chance to get a feel for the day to day of their agency and another steep learning curve.