PHILIPPINES, OCTOBER 2010 – One of Philippine advertising’s most respected power couples gave young creatives pointers on how to be in a successful concept team at the latest session of Raw School 2010, the Creative Guild of the Philippines’ seminar series.
The partnership of Mon and Abby Jimenez is legendary in the industry. While they have moved on to a new shop, WOO, it still has their names written all over it, albeit not as literally as Publicis JimenezBasic, which used to occupy the same space at the Pacific Star Building in Makati City.
For those who missed it, here are notes from their informative and inspiring talk on the concept team, also known as art & copy. But think of it as any two that (ought to) go together, whether creative-suit or agency-client.
The CONCEPT TEAM is made up of two people who interact and influence eacth other, mutually accountable for achieving common objectives and perceive themselves as a social entity within an organization.
First things first: the concept is more important than the team. There are varying notions of what a concept team is:
-Somebody assisting the other
-Sabay (together)
-Shifting
-Batman & Robin (heroic, dynamic duo – most common in Philippine advertising)
Whatever those notions are, they should be within the context of:
-Joint responsibility for creating a persuasive and viable message vs. an agreed brief
-Team hanging together
-Frankly, at best, the whole idea of a concept team is a "conflict in the offing."
To have a successful CONCEPT TEAM means having some established techniques that have been known to make this pairing difficult.
TIP 1: When you disagree… say so!
Be direct. Be clear about your disagreement. Nothing promotes mediocre ideas more than when someone is reluctant to register disagreement. Don’t be afraid to speak your mind. By all means be fair BUT BE CLEAR.
TIP 2: Don’t be ashamed to AGREE!
Encouragement is the best fuel. If you expect to get fair treatment for your ideas, be fair yourself. Keep in mind that a concept team derives its strength from the enthusiasm by BOTH TEAM members.
TIP 3: Dish out more than one great idea at a time.
NOT TO FALL IN LOVE WITH JUST ONE IDEA – The best way to maintain objectivity.
TIP 4: Listen to your partner.
Listening is not a passive act. PROVE you listened. How? CLARIFY & CONFIRM.
TIP 5: HAVE FUN!
Creativity thrives in an open and active environment. Be spontaneous. Be free.
(with reporting from Maris Basco)
