奥美培训奥美OgilvyPlease turn off all cell phones pdas and pets

,Welcome,Pleaseturnoffallcellphones,pdasandpets.,Thankyou,Thankyouforbeinghere.,Youcouldbe,ShoppinginOrchardRoad,SwimmingwiththesharksinUnderwaterWorld,EatingLaksaatKatong,DontWorry,HappyHouratBrewerkziscomingsoon,One,GlobalBeat,ForOgilvyInteractive,RobMettler,OgilvyInteractive,LondonLeeKinMunOgilvyOne,Singapore,Introductions,OverviewofBrianFramework,Whyarewehere?,&dontworry,thisisNOTRocketScience,WhyAreWeHere?,Wearenotheretobe“instructed”Wearenotheretobe“givenalltheToolsthatsomeguyinLondonorNYcreated”Wearenotheretoreceive“TheTenCommandmentsofiMethodology”WearenotheretolistentoKinMunsjokes,WhyAreWeHere?,WhyAreWeHere?,WeareheretoparticipateandgiveideasWeareheretoexploreandcritiquetheToolsWeareheretoexploretheFrameworktogetherWeareheretogettoknowoneanotherButyouwillstillgettolistentoKinMunsjokes,whetheryoulikeitornot,TheHistoryofBrian,InthebeginningtherewasBrian.,WhyisitcalledBrian?,A-ItsthenameofDavidOgilvysdog?B-ItssomethingtodowithMontyPython?C-Itsananachronismfor:BrutalRegimentedInteractiveActionNarrative?,Framework-ABriefHistory,Brian+Prague(NY)+Dublin(iMethodology+Mexico+Brazil)+Calcutta+moreNov-Vienna-EuropeanSummitDec-NewYork-RegionalHeadsJan-Calcutta-APSummitJan-London+NYFeb-London+SingaporeMar-Bahia,BrazilMar-Singapore-APACKickoffWorkshopApril-EuropeWorkshop,Frameworks-Mexico,WhoareWeandWhatDoWeDo?,WeareArchitects.,WeareArchitectsNotthepaintersanddecoratorsWebuildeBusinessesandcomplexsolutionsAswellasmarketing&communicatingthemArchitectsplanthingsYoudontbuildthe1stfloorofabuildingthenworkoutwhattherestofitwilllooklikeWeneedtospendtimeplanningwhatwerebuilding,$10MillionDollars,+2Yearstime,WHENCANIHAVEIT?,HOWMUCHDOESAWEBSITECOST?,HowmuchdoesaWebsitecost?,Noonewouldringupanarchitectandsay,“Idlikeabuildingplease,canyoucallmebackintenminutes&tellmewhenIcanmoveinandhowmuchitllcost.”PlanningasolutionallowsustogiveanaccuratecostfortimeandresourcefortheprojectbuildPeoplerespectArchitectsdecisions,ensureourclientsrespectours,Useallourtalents&experience,Butletsnotforgetwedonotliveandworkinisolation:ClientsteamsinOgilvyOneandOgilvy&MatherOtherdisciplinesPlanning,Data,Consulting,Connectionsetc.,360brandthinking,BestPracticeinInteractiveDevelopment,ArchitectsdontjustbuildOfficesWedontjustbuildwebsites,TrueNewMediasolutionsshouldcoverarangeofinteractivesolutionsInteractiveTV,Screensavers,DesktopToys/PetsRichMediae-mails,interstitials.WAP,PalmsAswellaswebsites&banners,BestPracticeinInteractiveDevelopment,PlanforQA&Testing,toensureyouCheckearlyCheckoftenCheckeverywhereClientsbuyQualityworkWemustensureourworkisqualityQualityisfundamentaltotheresult.AndSELLthistoourclients,DearClient,HowWasItforYou?,“Didweachieveouraimsandobjectives?”“Diditachieveourbusinessgoals?”“DidIacquirethosenewcustomers?”“Duh,Idontknow”,MEASUREMENT,ANALYSE,EVALUATE,METRICS/ROI,YouveBuiltthe“House”,Makesureyouchargetheclienttoliveinit!PlanforUpdates,serverspace,maintenanceThisiswherewegivestuffawayforFREE,RemovetheMysteryForourclients,ourpartnersandourselves,AdoptacommonlanguageforcoredocumentsTemplates,Terminology&FormatsEssentialonglobalaccountsAllnetworkofficesworkingtothesameprocessHowdoesaclientworkwithOgilvyInteractive?Weneedtheanswer.,Keypointstotakeaway,KeyPoints.,WeareexpertsatwhatwedoFocusonthecustomersTrueNewMediaMakeitmeasurable,Itsnevereasy.WebuildthingsnoonehasmadebeforeUseALLtheinformation-OgilvyOne/O&MClientteamsNeverstartthebuilduntilyouknowwhatyourebuildingItsmultidisciplinary:UseexpertsItsthecuttingedge:QualityassuranceDontcommitacost/timelineuntilyouresuretheteamcandeliverEnsureweplanforClientstolivewiththeirsolutions,KeyPoints.,SohowdowedoallthatANDremovethemystery?Wellgiveyoutheanswerafteryourmakan(Malayfor“Eat”).,TeaBreak,WhatisaFramework?,Boring,Dull,Irrelevant,Constricting,Uncreative,PROCESS=,Enemy,FRAMEWORK,Groovy,Sexy,BestMate,Amigo,Worktastic,Europe,Americas,iTV,Mobile,IBM,AMEX,AsiaPacific,eCommerce,ASharedFramework,BusinessAssessment,Maintenance,StrategicDevelopment,QA,LearningandEvaluation,Build&Implement,SolutionsDefinition&Design,WhatistheAim?,WhatistheAim?-Internal,Ensuresweallworkonwhattheyshouldbedoingworkonwhatwedobest&whatweenjoydontcontinuere-inventingthewheelunderstandwhateachotheraredoingplaytoourstrengthswinawardsandbecomefamoushavecreativefreedom,WhatistheAim?-External,Itstheclients,stupid(J.Goodman)ThisisacompetitiveadvantageYoucanSELLthistoyourclientsIthelpsthemunderstandwhatweredoingItshowsthemweknowwhatweredoingYoucanmodifyitforyourclients&partnersTheAmexWayOperationaldetails,roledefinitionsDefineshowweinterfacewiththeirorganisation,TheWWInteractiveFramework-Draft!,SoWhatIsIt?,Wayofworking(philosophy)Asetoftools,templates,exampleswithadefinedterminology,InDevelopment,InteractiveFramework-TheKeyStages,ThemainstepsBusinessAssessmentStrategicDevelopmentSolutionDefinition&DesignBuild&ImplementMaintenanceLearning&Evaluation,QUALITYCONTROL&ASSURANCE,BusinessAssessment,Maintenance,StrategicDevelopment,QA,LearningandEvaluation,Build&Implement,SolutionsDefinition&Design,InteractiveFramework-TheKeyStages,Stage1:BusinessAssessmentTheStartingPointTheClientBriefAnidentifiedneedoropportunityOpportunity/FeasibilityAssessment,InteractiveFramework-TheKeyStages,Stage2:StrategicDevelopment(OwnershipPlanning)BuildingastrategyforourclientsNewbusinessopportunityorSolvingaproblemIncludes:MarketanalysisIdentifyingcustomergroupsanduserbehavior,intensiveauditingandevaluation,CompetitiveanalysisandDefiningtheBrandingandCommunicationsStrategy,InteractiveFramework-TheKeyStages,StrategicDevelopment(OwnershipPlanning)Beforegoingforwardtostep3,ASOW,Timeline&Budgetneedtobedevelopedforthenextstage,InteractiveFramework-TheKeyStages,Stage3:SolutionDefinitionDesign(CommunicationModel)EstablishtheContent&FunctionalityRequired(CFE)andallthetechnicalandfunctionaldetails(TDD,etc)Alsodefinesthesiteandcontentarchitecture.iBoardsdemonstrateusabilityStyleguidelinesalsogenerated,InteractiveFramework-TheKeyStages,Stage4:Build&Implement(Delivery)Variousstages:DevelopprotoypeDevelopAlphasiteDevelopBetasiteLotsofQAandtestingSoftlaunchFulllaunch,InteractiveFramework-TheKeyStages,Stage5:MaintenanceandEvaluation(Learningandevaluation)Maintainwebsite(technicalandcontent)Also:MeasurementUserfeedbackAnalyseandEvaluateagainstsuccessmetrics/RoI,OldvsNewKeyStages,Scoping&DiscoveryPlan&DesignBuild&ImplementMaintenance&Evaluation,BusinessAssessmentStrategicDevelopmentSolutionDefinition&DesignBuild&ImplementMaintenanceLearning&Evaluation,WhatDoesitMeantoMyOffice?,WhatDoesItMeantoMyOffice?,SOPHIELING-vice-presidentofglobalisation,A“Doyougoforthebiggestname,thebrightestlogoorthemostbewilderingjargon?Ordoyoujustsplityourwholeprojectupandhirelocalagencies?ManyconsultantswilltellyoutheyhaveanofficeinTimbuktu,butthatdoesntmeanathing.Aproperlyintegratedglobalinteractiveagencyshouldhaveconsistentskills,acommonapproachandbeabletotellyouexactlyhowyourprojectwillbemanagedwithinthelocalterritories.”Fullarticleat,WhatDoesItMeantoMyOffice?,ClientSellinandWhyShowsClientsthatwehaveprocessesinplacetodotheworkShowsclientswehaveaGlobalNetworkorsharedthinkingandresourcesExample:RecentPondsdeckandhowtheFrameworkwascustomisedtothePitch,GroupBreakout1,QuestionsandFeedback,ExploretheClientDeck,GroupBreakout1,IsBrianrelevantforallyourclients?ExploretheClientDecksHowdoyoumakecurrentclients/projectsawareofBriannowinmid-stream?,Lunch,TheStages,InteractiveFramework-TheKeyStages,ThemainstepsBusinessAssessmentStrategicDevelopmentSolutionDefinition&DesignBuild&ImplementMaintenanceLearning&Evaluation,QUALITYCONTROL&ASSURANCE,BusinessAssessment,Maintenance,StrategicDevelopment,QA,LearningandEvaluation,Build&Implement,SolutionsDefinition&Design,BusinessAssessment,BusinessAssessment,TheStartingPointTheClientBriefAnidentifiedneedoropportunityToolsQuickscan-WWProductDevelopmentToolkitOpportunity/FeasibilityAssessmentHowmuchdoYOUwanttoinvestbeforeYOUstarttogetpaid?($0or$x,000s),StrategicDevelopment,BusinessAssessment,SolutionsDefinition&Design,Maintenance,QA,LearningandEvaluation,Build&Implement,StrategicDevelopmentOwnershipPlanning,StrategicDevelopment“TheBigWhyandtheWhat”,DefiningtheBIGIDEA-TheBigWHYandWHATStrategicDevelopmentBuildingastrategyforourclientsNewbusinessopportunitySolvingaproblem,StrategicDevelopment“TheBigWhyandtheWhat”,BuildinganewstrategyforourclientsMarketanalysisDefiningabusinessopportunity/caseIdentifyingcustomergroupsanduserbehaviorInvolvesintensiveauditingandevaluationGapAnalysisandsolutionsforclosureCompetitiveanalysisDefiningtheBrandingandCommunicationsStrategy,StrategicDevelopment“TheBigWhyandtheWhat”,Tools/ToolkitsCreativeBrief/SolutionsBriefGapAnalysis/Bonds/MoTsInteractiveCompetitiveAuditingToolkitSystemsToolkitMedia/ChannelBriefCustomerInsightToolkitBusinessPropositionWebMeasurementToolkit,StrategicDevelopment“TheBigWhyandtheWhat”,GoingforwardtoSolutionsDefinitionAreweonstrategy&onbrand?,SolutionDefinition&Design,BusinessAssessment,Maintenance,StrategicDevelopment,QA,LearningandEvaluation,BuildandImplement,SolutionDefinition&Design“DetailofWhatandDefinitionofHow”,IfStrategicDevelopmentistheBigWHY&WHATSolutionsModelistheDetailofWHATandtheDefinitionofHOW?NEVEREVERgostraighttoimplementation.,SolutionDefinition“Whatisinit?”,SolutionRequirements-WHATEstablishtheContent&FunctionalityRequired(CFE)GeneratesFunctionalRequirementsDocumentTechnicalRequirementsDocumentTestPlanSummaryContentRequirementsDocumentSolutionDesignPlan,SolutionDesign“Howisitstructured?”,EstablishhowthiswillbestructuredTranslatestheContentArchitecture&CFEListintoaSiteArchitectureGeneratesSite/ProjectArchitecture,FDD-SiteArchitecture,SolutionDesign“Whatisthedetail?”,DetailingthecontentandfunctionalityTranslatestheCFEList/Matrixintopagebypage/screenbyscreenlevelofdetailStartstospecifytheusabilityofthesolutionGeneratesiBoards,SolutionDesign-iBoard,CFEList,iBoard,SolutionDesign-VisualisationProcess“Whatisthebrandandwhatwillitlooklike?”,Completecreativebrief&brandingtreatmentBrandCompletefunctionaldesigniBoardPresentmedium(web,iTV,CD-ROM)lookandfeelBrand+iBoard+medium=Examplelookandfeel,BrandIdentity+,+iBoard(functionaldesign)=,=Look&Feel(fordeliverymedium-TheInternet),SolutionDesign“Howdowemakeit?”,Howwillthisbeimplemented-HOWGeneratesTechnicalDesignDocumentTechnicalArchitectureDatabaseDesign,DataFlowTechSpecificationDeployment,OutputsfromStrategicDevelopment,WhatisthedigitalBrand?,Whatisinit?(SolutionDefn.),Howdowemakeit?(TDD),Whatwillitlooklike?(Look&Feel),SolutionDesign,FunctionalDesignDocumentsArchitecture,iBoards,ContentMatrixTechnicalDesignDocumentTechnicalArchitecture,DatabaseDesign,DataFlow,TechSpec,DeploymentStyle(design)Guidelines,SolutionDesign,FromallthiscreatetheBuild&ImplementPlanwhichEstablishesbudget&timelineEstablishessuccessmetricsEstablishesclientreliancesEstablishesChangeControlagreementsEstablishesresourceEstablishesTestingandQAplanClient&Internalsign-offtoproceedtoBuild&Implement,Build&Implement,BusinessAssessment,Maintenance,StrategicDevelopment,QA,LearningandEvaluation,SolutionsDefinition&Design,Build-Prototype,DevelopPrototype(optional)Todemonstratefunctionalitywithplaceholdercontent/designNotnecessarilybuiltusingfinalsolutionstechnologyActivityProducers,Designers,Copy,TechnicalGetapprovaltoproceed,Build-Alpha,DevelopAlphasiteSomecontentApaththroughTesttechnicalTestintegrationwithexistingsystemsActivityProducers,Designers,Copy,TechnicalGetapprovaltoproceed,Build-Beta,DevelopBetaAllcontentinLinktofullsystemsTest,test,QA,test,innativeenvironmentActivityProducers,Designers,Copy,TechnicalGetapprovaltoproceed,TEST,TEST&QUALITYASSURE,Build-Delivery,UploadtoclientsliveenvironmentThesoftlaunch!Ifpossible,test,test,testThefulllaunchMarketingsiteOn-lineandoff-lineactivitiesTrackusers/analyzeuserbehavior,“Wrap”theproject,CreatePRmaterialsCreateCaseStudymaterialsArchiveprojectandassetsClearserversDocumentationArchiveinKnowledgeSystem&TrufflesCelebrate!,Maintenance&Evaluation,BusinessAssessment,StrategicDevelopment,QA,LearningandEvaluation,Build&Implement,Maintenance&EvaluationLearning&Evaluation,SolutionsDefinition&Design,Maintenance&Evaluation,KeepitWORKING(letthemliveinit)TechnicalmaintenanceContentmaintenanceAnddoesitDOwhatwesaiditwould?MeasurementUserfeedbackAnalyseandEvaluateagainstsuccessmetrics/RoI,TeaBreak,GroupBreakout2,CaseStudyStageReviews,GroupBreakout2CaseStudyProjectMiamiBriefFromClient:,Tocreateasitethatisaboveallaestheticallypleasing-“wewantawebsitethatisdifferentfromothers”TocreateasitethatconformswiththebrandTodevelopasitethatcanberolledoutregionally,BriefwasneverexpandedtechnicallyandstrategicallyLackofdocumentationandpapertrailProjectwascreativelydrivenwithlackoftechnicaldocumentationLackofunderstandingofthemedium,GroupBreakout2CaseStudyProjectMiamiProblems:,CaseStudyProjectMiamiAwebsitethatwasaestheticallypleasingbutveryheavyongraphics(upto200kperpage)Awebsitethathadverypoorimpressionseventhoughithadchat,forum,customizedapps,membershipprivilegesandnewsarticlesNoefficientwaytoupdatethecurrentcontentonsiteThewebsitehadverydifficultnavigationandsitearchitectureduetoitsunique“creative”brandingUnhappyclient,GroupBreakout2CaseStudyProjectMiamiResultofMasterSite,Thesitethathadtobeduplicatedeachtime(intermsofcodes,images,apps,files)foreverycountryrolloutLongtimelines-causesitehadtoberecreatedeachtimeLargecostsforclient,GroupBreakout2CaseStudyProjectMiamiImpactonRollouttoothercountries,ApplythemainstepsofBriantoMiamiandseehowBriancanbeusedtoaddresssomeoftheproblemsBasedonyourdiscussion,provideanswerstotheproblemsMiamifacesinitsmainsiteandrollout,GroupBreakout2CaseStudyProjectMiamiQuestions,ThankYou.AnyQuestions?,EndofDay1,SeeyouatBrewerkz1930hTheBuswillpickyouup,WelcomeToDay2,FrameworkReview,BusinessAssessment,Maintenance,StrategicDevelopment,QA,LearningandEvaluation,Build&Implement,SolutionsDefinition&Design,LetsPlayaLittleGame,QualityAssurance,“Itworksonmymachine.”,QualityAssurance,DefinitionProcessTeamStructureQAEnvironmentOgilvysNetwork,QualityAssuranceDefinition,ItisaPHILOSOPHYItisessentialtotheframeworkItisforthegoodofeveryoneClientsdemandit,ensuresthatOgilvyreleasessoftwarewithmaximumconfidencethatitmeetsbothuserandmarketplaceexpectationsanddemandsensuresthattheproductwillbeinstalledandexaminedonthewidestpossiblerangeofplatforms,hardwarecombinationsandoperatingsystemsthatreflectthecurrentmarketplaceandmeettherequirementsofthesoftwarebeingdeveloped,QualityAssuranceDefinition,QualityAssuranceDefinition,doneatthebeginningoftheprojectandwhenseparatecomponentsareassembledtogetheratthe“beta”phasedoneatthebackendandfront-end,QualityAssuranceProcess-GeneralProcess,Testplans,outlinesoftheareastobetested,arewrittenTestcases,documentationoftheactualsteps,arewrittenAutomatedtestingisusedtoimprovetestingReportsaregenerated,QAChecklistTestPlanSampleTestCase,QualityAssuranceProcess-Documents,QualityAssuranceProcess-SampleReportStructure,ConfigurationInformationBrowsersandOperatingSystemsTestSummaryIssuesRaisedUsabilityIssues(e.g.slowpages,deeppages)BugCategoryDefinitions(severity&priority)CommentsandRecommendations,QualityAssuranceTeamStructure,QualityAssuranceManagerQualityAssuranceSeniorTestersQualityAssuranceJuniorTestersAnd/OrProducersAppointedStaff,Multi-platform,multiplebrowsersettingsandenvironmentsVanillaPCsandMacsthatarecompliantwithusersexperienceDonotusedevelopersmachinesDonotuseQAmachinesforanyotherwork,QualityAssuranceQAEnvironment,QualityAssuranceOgilvyNetwork,OgilvysWorldwideNetworkQualityAssuranceManagerfromOILondon,PeterLewis-DaleQASetupinBeijingOffice,OIChinaLeeKinMun(ExecutiveProducer)willcontinuetoliaisewithPeteronQAmatters,TeaBreak,GroupBreakout3,QualityAssurance,GroupBreakout3,WhatdoyoudowhenyoudonothaveenoughtimeforQAbeforeasitelaunch?LaunchwithoutQA?ExtendTheDeadline?LaunchandQAthesitetofixitwithan“update”HowdoyouthinkyoucanintroduceaformalQAStructureinyouroffice?,TheLocalOfficeRollout,Thisdoesntapplytomeweonlyworkonsmalljobs,onlyquickturnaround,RUBBISH,Itsastraightjacket,RUBBISH,ThisisaTechie,Producertypething,doesntapplytome,RUBBISH,TheLocalOfficeRollout,Thisdoesntapplytomeweonlyworkonsmalljobs,onlyquickturnaround,RUBBISH,Itsastraightjacket,RUBBISH,ThisisaTechie,Producertypething,doesntapplytome,RUBBISH,AndersonConsultingAccenture“Method1”Astraightjacket,“DeepGroup”Fluffy,OgilvysWWFramework,ProofItWorks.,TheAmexWay,“Differencebetweenkeepingabusinessandlosingit”-PattyLyon,TheAmexWay,TheBackboneoftheAmericanExpressUsedbylocalofficesforre-versioningworkDefinesprocess,methodologyandrolesAdaptedfromBriantosuitAmexrelationshipEspeciallyregardingtechnologyAlsocontainsoperationalinformationMeetings,workflowdocumentsetc.,TheLocalOfficeRollout,Whatarethebarrierstoimplementationforyou?,TheLocalOfficeRollout,LessonslearntDontbetoopreciousEducateandapplyEducateandapplyEvolve.EducateandapplyEducateandapplyEvolve.,TheLocalOfficeRollout,Howwillyourollthisoutinyouroffices?NominateOfficeChampionstocascaderolloutWhathelp,supportandtoolsmightyouneed?CommonLanguagesforTranslationSpain/PortugalTrainingWorkshopsWehaveatwodaytrainingformatdevelopedbetweenLondon&Singapore,GroupBreakout4,RealityCheckintheOffice,Doyouhavetherightpeople,therightresourcesandtherighttechnologyforBrian?ExploretheRolesdocuments.DoyouhavetimeforBrian?HowcanBrianbelocalisedforYou?DoyouhavetherightstructureforBriantowork?,GroupBreakout4RealityCheckintheOffice,HowdoesBrianworkwith3rdPartiesandout-sourcing?Whatdocuments/deliverableswillyouneedfromyourvendor?HowdoyouensurethatyourvendoradherestotheFramework?Wouldyourequireacommon3rdPartyVettingdocumenttovetvendors?,GroupBreakout4RealityCheckintheOffice,Lunch,WorkingWithOneAnother,HowdoWEwanttodeveloptheFramework?,WorkingWithOneAnotherRegionally,HowareYOUasaRegiongoingtoworkwithandsupportoneanother?,WorkingWithOneAnotherGlobally,Howwouldyouliketoworkwiththerestiftheworld?Whattools/forumswouldyouliketoseeestablished?,GroupBreakout5,ItsAllAboutNetworking,ThinkofthreewaysthattheAPACregioncanworkandsupportoneanotherHowshouldAPA