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c r e a t i v e
s e r v i c e s
h a n d b o o kC h e i l U S A
This booklet acts as a guideline for the production procedures followed at Cheil Worldwide.
These are the steps we take as an agency to ensure the highest level of professionalism
is maintained throughout every creative project. They also illustrate how Cheil Worldwide depends
on team effort to achieve success.
The intent of this document is to not only instruct new employees, but also act as a reminder to
existing employees.
Stock Photography
Print Ad
1.
How to Begin
Account Executive/Client initiates project
Account Executive has preliminary project discussion with Creative Director/Traffic Supervisor
Creative Director/Traffic Supervisor assigns project to Creative Team or outside freelance teamoutside freelance team needs
Senior Management approval
Account Executive opens project/job number
Account Executive generates Creative Brief
Creative Brief to ISG for review, revisions and approval allow 24 hours for final approval
Creative Brief to Client for review, revisions and approval allow 48 hours for final approval
Account Executive/Traffic Supervisor schedules Kick-Off Meeting to brief project with ISG and Creative
Traffic Supervisor prepares project timeline based on Creative Brief and Projected Media Plan
Traffic Supervisor uploads timeline into PS Cook
Traffic Supervisor prepares specs, composite sizes, job jacket and routing folders based on Media Plan
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Creative Development
Assigned Creative Team begins concepting ideas
Art Director searches for stock photography
Creative Team presents initial ideas to Creative Director
Creative Team addresses Creative Director’s feedback/changes
Internal concept review
Creative Team finalizes concepts
Creative Director and Account Executive present concepts to Bob & Ben for comments/approval
Creative Team addresses Bob’s & Ben’sfeedback/changes
Creative Director, Creative and Account Executive present concepts to Client
Creative Team addresses Client feedback/changes
Revised concept to Client for review and final approval
Concept is SOLD
Art Buying for Stock Photography
Account Executive confirms media buy and required usage with Traffic Supervisor
Traffic Supervisor estimates stock photography cost based on media buy/required usage
Creative and Traffic Supervisor discuss project with Production Manager for estimating
Job is estimated by Production Manager
Traffic Supervisor reviews production estimate
Stock photography, creative development, production and shipping costs are put into Client estimate by Traffic Supervisor
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Estimate is given to Account Executive/Client for review/approval allow 48 hours for final approval
Account Executive lets Traffic Supervisor know once estimate is approved and to proceed with buying art
Traffic Supervisor buys and receives stock photography and sends purchase order to stock house
Traffic Supervisor and Account Executive review and process all invoices
Production
Art Director receives images at agency for Creative/Client approval
In-house retouching begins
Images are disked by Mechanical Artist and sent by Production Manager to vendor for loose color proof
Production Manager receives loose color proof for review and color corrections
If needed, Production Manager sends loose proof with comments back to vendor for color correcting
Pre-press vendor sends final loose proof to agency with disk
Creative Director and Creative Team approve layouts
With approved layout(s), Traffic Supervisor gives Mac Artist routing folders/sizes to prepare mechanicals
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Traffic Supervisor measures and routes mechanicals to Art Director, Copywriter, Creative Director, Proofreader and Account Executive for final approval
The Account Executive routes mechanical to Client for final approval
Mac Artist disks approved mechanical
Traffic Supervisor gives printed-from-disk printout of approved ad to Proofreader for last read before releasing to Production Manager
Traffic Supervisor gives disk and printout of mechanical to Production Manager to send to vendor for composed proof(s)
Production Manager receives composed proof(s) and reviews with Traffic Supervisor, Art Director and Creative Director for com-ments/approval
Traffic Supervisor routes proof to Copywriter, Proofreader and Account Executive
A 2nd and 3rd proof may be necessary for review if color corrections are needed
Traffic Supervisor sends Creative instructions to Media to obtain insertion orders
Traffic Supervisor gives insertion orders and approved proof to Production Manager to release materials to publications
Production Manager sends materials to vendor for releasing to publications
Production Manager receives confirmations on released materials
Proofreader reads material confirmations against approved proof for final checking
Traffic Supervisor files all project related materials in project’s job jacket l
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Original PhotographyPrint
Ad
2.
How to Begin
Account Executive/Client initiates project
Account Executive has preliminary project discussion with Creative Director/Traffic Supervisor
Creative Director/Traffic Supervisor assigns project to Creative Team or outside freelance team outside freelance team needs
Senior Management approval
Account Executive opens project/job number
Account Executive generates Creative Brief
Creative Brief to ISG for review, revisions and approval allow 24 hours for final approval
Creative Brief to Client for review, revisions and approval allow 48 hours for final approval
Account Executive/Traffic Supervisor schedules Kick-Off Meeting to brief project with ISG and Creative
Traffic Supervisor prepares project timeline based on Creative Brief and Projected Media Plan
Traffic Supervisor uploads timeline into PS Cook
Traffic Supervisor prepares specs, composite sizes, job jacket and routing folders based on Media Plan
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Creative Development
Assigned Creative Team begins concepting ideas
Art Director searches for stock photography
Creative Team presents initial ideas to Creative Director
Creative Team addresses Creative Director’s feedback/changes
Internal concept review
Creative Team finalizes concepts
Creative Director and Account Executive present concepts to Bob & Ben for comments/approval
Creative Team addresses Bob’s & Ben’s feedback/changes
Creative Director, Creative and Account Executive present concepts to Client
Creative Team addresses Client feedback/changes
Concepts to Client for review and final approval
Concept is SOLD
Art Buying for Original Photography
Creative Director, Art Director, Account Executive and Traffic Supervisor discuss scope of work, project budget and required art usage
Creative Director and Traffic Supervisorrequest freelance Art Producer; Account Executive approves freelance Art Producer
Freelance Art Producer researches and begins calling in photographers’ books
Review photographers’ portfolios with Art Director and Creative Director
Art Director selects the best three photographers to execute layout(s)
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Freelance Art Producer triple bids/puts tentative hold on photographers. Creative and Traffic Supervisor discuss project with Production Manager for estimating
Job is estimated by Production Manager
Traffic reviews production estimate
Recommended photographer’s bid and production costs are put into Client estimate by Traffic Supervisor
Art Director presents photographers’ books and estimate to Account Executive/Client for review and approval allow 48 hours for final approval
Account Executive advises Traffic Supervisor once estimate is approved
Freelance Art Producer awards job to photographer
Photography shoot date is determined
Traffic Supervisor creates and sends purchase order to photographer’s agentdescribing the scope of work agreed upon
Traffic Supervisor/Account Executive processes 50% of estimated photo expense advance request
Photographer begins photography prep (location scouting, casting, wardrobe and props)
Art Director receives and reviews locations and casting
Freelance Art Producer prepares Client pre-production book
Account Executive coordinates product delivery to/from photo shoot
Client pre-production meeting is held
Photo shoot
Art Director receives film and reviews with Creative Director, Account Executive and Client for selection
Art Director edits film
Art Director scans selects/presents to Client
Client review and approval of selects
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Freelance Art Producer orders work and final prints if shooting negative filmallow 48 hours unless rush developing
Traffic Supervisor receives final photography invoice and purchased wardrobe/props from Art Producer
Traffic Supervisor and Account Executive review and process all invoices and send props/wardrobe to Client
Production
Retouching begins on selected images by Photographer’s Retoucher
Art Director approves retouched images and receives final images on disk
Production Manager sends images to vendor for loose color proof(s)
Pre-press vendor returns loose color proof(s) to agency for review and color corrections as needed
Creative Director, Client and Creative Team review and approve layouts
With approved layout(s), Traffic Supervisor gives Mac Artist routing folders/sizes to prepare mechanicals
Traffic Supervisor measures and routes mechanicals to Art Director, Copywriter, Creative Director, Proofreader and Account Executive
Account Executive routes mechanicals to Client for final approval
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Mac Artist disks approved mechanical
Traffic Supervisor gives printed-from-disk printout of approved ad to Proofreader for last read before releasing to Production Manager
Traffic Supervisor gives disk and printout of mechanical to Production Manager to send to vendor for composed proof(s)
Production Manager receives composed proof(s) and reviews with Traffic Supervisor, Art Director and Creative Director for com-ments/approval
Traffic routes proof to Copywriter, Proofreader and Account Executive
A 2nd and 3rd proof may be necessary for review if color corrections are needed
Traffic Supervisor sends creative instructions to Media to obtain insertion orders
Traffic Supervisor gives insertion orders and approved proof to Production Manager to release materials to publications
Production Manager sends materials to vendor for releasing to publications
Production Manager receives confirmations on released materials
Proofreader reads material confirmations against approved proof for final checking
Traffic Supervisor files all project related materials in project’s job jacket
Vendor Selection Standard Guidelines /Print
The print team currently utilizes a number of outside vendors to outsource work Work is outsourced to vendors for a number of reasons including:-Efficiency/cost -Lack of internal resources/capabilities to complete work
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-Specialized tasks (such as retouching, illustration, etc)
Vendors are selected based on the following process: -Identify needs including timing, required skills/capabilities/technology -Research/identify potential vendors based on required skills/capabilities/technology -First priority goes to known vendors/partners with whom we already have a current working relationship-Second priority goes to vendors with whom we have worked with in the past at other agencies or are referred/endorsed by our contacts-Third priority goes to vendors we have found in our research, but have not worked with in the past-Final vendor is selected based on cost, creative portfolio, availability and commitment to deliver on time and terms l
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TelevisionSpot
3.
How to Begin
Account Executive/Client initiates project
Account Executive has preliminary project discussion with Creative Director
Creative Director assigns project to Creative Team or outside freelance team outside freelance team needs
Senior Management approval
Account Executive opens project/job number
Account Executive generates Creative Brief
Creative Brief to ISG for review, revisions and approval allow 24 hours for final approval
Creative Brief to Client for review, revisions and approval allow 48 hours for final approval
Account Executive schedules Kick-Off Meeting to brief project with ISG, Creative and Traffic Supervisor
Creative Director prepares preliminary project schedule based on Creative Brief and Projected Media Plan
Account Executive uploads timeline into PS Cook
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Creative Development
Assigned Creative Team begins concepting ideas
Present initial ideas to Creative Director
Creative Team address Creative Director’s feedback/changes
Internal concept review
Creative Team finalizes concepts
Creative Director and Account Executive present concepts to Client for review/approval
Creative Team addresses Client feedback/changes
Concept to Client for review and final approval
Concept is SOLD
Account Executive, Creative Director and Creative Team discuss television shoot budget and timeline
Television Production
Creative development completed/concept storyboard approved
Account Executive sends storyboard to legal and network carriers for review/approval
Creative Director receives and reviews TV producer reels with Creative Team and Account Executive
Creative Team and Account Executive have creative conversations with TV producers
TV Producer chosen
TV Producer finalizes project schedule
TV Producer request directors’ reels to review with Creative Team
TV Producer and Creative Team have creative conversations with directors
Present directors’ reels to Creative Director, Account Executive, Senior Management and Client for review/approval
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TV Producer estimates project/receives triple bids, includes talent cost from Talent Solutions (outside vendor that handles CCA’s union
talent estimates, payments and obligations)
Review production/editorial estimates internally
Account Executive or Traffic Supervisor gen-erates agency estimate with creative devel-opment, production, editorial, talent, travel, shipping and TV producer cost
Creative Team and Account Executive present agency estimate and director’s treatment to Client for review/approval
Account Executive advises TV Producer, Creative Director and Creative Team once estimate is approved
TV Producer awards job to recommended Director and sends purchase order to production company
Account Executive processes 50% of TV production expense advance request.Production Company begins TV shoot prep(location scouting, wardrobe, casting and product)
Account Executive coordinates product delivery to/from TV shoot
TV Producer/Production Company prepares pre-production meeting booklet
Client pre-production meeting is held
TV shoot
Offline editing
Internal review of rough cut
Revisions to internal review
Creative Director and Account Executive presents rough cut to Client
Client feedback on rough cut
Account Executive obtains ISCI codes from Traffic Supervisor for all versions of the spot from Samsung general marketing agency
Creative Director and Account Executive presents final version to Client, Korea, SENA and networks
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Address additional Client feedback/changes
Transform, mix and conform
Account Executive traffics spot to stations
Spot airs on television network
TV Producer and Account Executive review and process all invoices
Traffic Supervisor receives all television shoot elements from edit house to be put in storage
TV Producer works closely with Talent Solutions and Account Executive to keep all union talent cycle holding fees and usage cost paid and current l
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Online Design & Production
4.
Micro-Sites:
Campaign Inception
Account Executive/Client initiates project
Account Executive provides written notification of upcoming campaignallow a minimum of 1 week prior to start of job
Account Executive opens project/job number
Account Executive and Planner generate Creative Brief
Creative Brief to Client for review, revisions and approval
Campaign Details
Project Management Director determines resources for the project based on size, budget and skill set needed
Project Management Director/Creative Director assigns resources at weekly resource allocation meeting
Project Management Director assigns a Project Manager
Campaign Scope
Project Manager creates an Estimate/Statement of Work and a Timeline/Project plan
Account Executive gets approval for Statement of Work
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Campaign Design
Interactive Creative Team develops (2) Design Concepts based on Client approval and feedback
Design Compositions to Creative Director for review, revisions and approval
Internal Team reviews the Design Compositions to reaffirm the objectives set forth in the Creative Brief
Project Manager tracks all changes and confirms they have been implemented
Account Executive/Client reviews chosen Design Concepts
Account Executive tracks all Client comments, change requests and next steps in a Contact Report
Project Manager assigns changes to the Creative Team based on Contact Report
Account Executive sets up a second round Client review where changes are presented
Account Executive gets approval of (1) Design Concept
Proofreader reads approved copy
Campaign Production
In-house
Information Architect/Project Manager creates a sitemap and wire frame
Project Manager requests a URL name for Live Server
Flash Developers/HTML Programmers/Back End Developers produce site based on approved concept
HTML Programmers put site on Development Server
Flash Developers/HTML Programmers implement site tracking on top level navigation areas
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Project Managers/Flash Developers/HTML Programmers run Quality Assurance tests and identify any possible issues
Flash Developers/HTML Programmers fix all issues
Finished material sent to Proofreader for final proofreading
Account Executive/Client reviews site
Account Executive tracks all final Client comments in a Contact Report
Project Manager assigns changes to the Creative Team based on Contact Report
Flash Developers/HTML Programmers make final changes
HTML Programmers shift completed site to Live Server
Outsourcing
Identify needs including timing, required skills/capabilities/technology
Research/identify potential vendors based on required skills/capabilities/technology For large-scale projects over $100k, Project Manager solicits triple bids from vendors For smaller-scale projects under $100k, Project Manager solicits bids from one or more known vendors Final vendor is selected with both Project Management and Creative input, based on cost, creative portfolio, availability, commitment to deliver on time and terms
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Banners:
Campaign Inception
Account Executive/Client initiates project
Account Executive provides written notification of upcoming campaign allow a minimum of 1 week prior to start of job
Account Executive opens project/job number
Account Executive/Planner creates a Creative Brief
Account Executive/Client approves Creative Brief
Campaign Details
Project Management Director determines resources for the project based on size, budget and skill set needed
Project Management Director/Creative Director assigns resources at weekly resource allocation meeting
Project Management Director assigns a Project Manager
Campaign Scope
Project Manager creates an Estimate/Statement of Work and a Timeline/Project plan
Account Executive gets approval for Statement of Work
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Campaign Design
Interactive Creative Team develops (2) Design Concepts based on Creative Brief
Design Compositions to Creative Director for review, revisions and approval
Internal Team reviews the Design Compositions to reaffirm the objectives set forth in the Creative Brief
Project Manager tracks all changes and confirms they have been implemented
Account Executive/Client reviews chosen Design Concepts
Account Executive tracks all Client comments, change requests and next steps in a Contact Report
Project Manager assigns changes to the Creative Team based on Contact Report
Account Executive sets up a second round Client review where changes are presented
Account Executive gets approval of (1) Design Concept
Campaign Production
Project Manager receives approved Media Plan from Media Supervisor
Creative Team creates One-Sheet with all sizes on the Media Plan provided in a layered Photoshop file
Flash vendor selected from current list of partners based on cost, availability and commitment to deliver on time
Project Manager sends comps, storyboards and One-Sheet to Flash vendor Flash vendor animates approved concept on Media Plan Creative Director reviews the 1 flash unit and requests changes as needed Flash vendor re-sizes approved flash unit into all sizes on the Media Plan Project Manager completes a Traffic Request and sends to the Media Team Media Coordinator traffics Creative through an ad serving system
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Vendor Selection:Standard Guidelines / Interactive
The Interactive Team currentlyutilizes a number of outside vendors to outsource work Work is outsourced to vendors for a number of reasons including:-Efficiency/cost (such as flash banner production & resizing) -Bandwidth/capabilities (lack of internal resources/capabilities to complete work) -Specialized tasks (such as video production & editing, audio production/editing, animation, 3D rendering, photography, database programming, etc)
Vendors are selected based on the following process: -Identify needs including timing, required skills/capabilities/technology -Research/identify potential vendors based on required skills/capabilities/technology
First priority goes to known vendors/partners with whom we already have a current working relationship
Second priority goes to vendors with whom we have worked with in the past at other agencies or are referred/endorsed by our contacts
Third priority goes to vendors we have found in our research, but have not worked with in the past
For large-scale projects over $100k, Project Manager solicits triple bids from vendors (including signed NDA if we don’t have one on file)
For smaller-scale projects under $100k, Project Manager solicits bids from one or more known vendors (including signed NDA if we don’t have one on file)
Final vendor is selected with both Project Management and Creative input, based on cost, creative portfolio, availability, commitment to deliver on time and terms
Currently, contracts are reviewed and approved by a Director
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Email:
Campaign Inception
Account Executive/Client initiates project
Account Executive provides written notification of upcoming campaign allow a minimum of 1 week prior to start of job
Account Executive opens project/job number
Account Executive/Planner creates a Creative Brief
Account Executive/Client approves Creative Brief
Campaign Details
Project Management Director determines resources for the project based on size, budget and skill set needed
Project Management Director/Creative Director assigns resources at weekly resource allocation meeting
Project Management Director assigns a Project Manager
Campaign Scope
Project Manager creates an Estimate/Statement of Work and a Timeline/Project plan
Account Executive gets approval for Statement of Work
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Campaign Design
Interactive Creative Team develops (2) Design Concepts based on Creative Brief
Design Compositions to Creative Director for review, revisions and approval
Internal Team reviews the Design Compositions to reaffirm the objectives set forth in the Creative Brief
Project Manager tracks all changes and confirms they have been implemented
Account Executive/Client reviews chosen Design Concepts
Account Executive tracks all Client comments, change requests and next steps in a Contact Report
Project Manager assigns changes to the Creative Team based on Contact Report
Account Executive sets up a second round Client review where changes are presented
Account Executive gets approval of (1) Design Concept
Campaign Production
HTML Programmers produce e-mail template based on approved concept
HTML Programmers put e-mail on Development Server
HTML Programmers run Quality Assurance tests and identify any possible issues
HTML Programmers fix all issues
Finished material sent to Proofreader for final proofreading
Account Executive/Client reviews e-mail
Account Executive tracks all final Client comments in a Contact Report
Project Manager assigns changes to the HTML Programmers based on Contact Report
HTML Programmers make final changes
HTML Programmers package images and HTML code and sends to the desired party l
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©2008 Cheil Worldwide