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Sengengine creative

Baltimore, MD

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About

Bill is a creative team leader with experience in both agency and corporate settings. He is a curious and intuitive art director who also does his fair share of writing. Bill has decades of B-to-B and B-to-C communications experience, in brand response & traditional, for all media.

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Q&As

Get to know my client. Discuss his/her business goals and challenges. Agree to the parameters, scope, deadlines and desired outcome(s). Discuss the potential need for additional team members. Create a strategic work plan in collaboration with my client (please see below). Develop 1st round concept layouts/designs. Approve or revise creative. Choose one direction/solution. Produce final comp or finished digital file(s). 2 stage proofing with client & agency. Proceed to final deliverable files for output.

CREATIVE BRIEF*

Client / Project / Job# / Date

• Current brand personality & values
What does the brand stand for in the consumer’s mind?

•Desired brand personality & values
What do we want the brand to stand for in the consumer’s mind?
•Objective(s)
Why are we doing this, How is it connected to solving the client’s business problems?

•Audience Communities
Who are the consumers whose behavior/attitudes we are trying to change or influence?

•Audience Insights

•Frustrations
What pain points are driving behavior?

•Opportunities
What will make a difference to them? What motivates them?

•Current Beliefs
What is the current perception of the product category?

•Desired Beliefs
What is the desired perception of the product?

•Evidence
What evidence bridges gaps between current and desired beliefs?

•Releasable Tension
What is the psychological, social or cultural tension associated with this idea and how can we release it?

•The ONE THING
What is the most important idea to communicate?

•Disruption
How will this effort rock the category?

•Taboos
What is critical not to communicate?

•Action
What specific action(s) do we want (and can reasonably expect) a consumer to take as a result of our message?

•Mandatory Information
logos, themes, phone numbers, event dates, etc?

•Media strategy
Where and when will our messages have the most success.

•How will we judge the success of our message(s)

•Assets / vehicles needed
Include known dimensions and important specs

•Schedule, Due Dates:

Creative Brief Approval
Presentation
Estimates, Quotes
Final Assets Approval
Assets Submission
Production Complete

•List: Client contact(s) Account manager, Creative team(s), Production team(s), external vendors as needed

*In some cases, certain portions may be not be available within the proposed timeline.

Finding the benefit-truth of a product or service offering. Matching that with a customer point-of-view. Creating messages that are direct, memorable, tasteful and effective. Sharing successes with my clients. Appreciative clients.

Having direct client contact. Working as an account manager, art director, copywriter and production artist. It is a thrill and a challenge to wear all these hats.

I enjoy making great work, that works well. I admire my clients and their knowledge and value working partnerships. I am honest and pleasant to work with.